let us help
Subscribe
Bible League Canada

Will Testing Different CTAs in Facebook Ad Copy to Increase Donor Conversions

Experiment ID: #202001

Bible League Canada

Experiment Summary

Timeframe: 01/08/2026 - 01/30/2026

Bible League Canada was preparing to launch a new set of Facebook ads focused on a clear value proposition: asking users to donate to place Bibles with waiting believers around the world. In previous campaigns, some ad variations ended with “Click to Learn More >>”, while others used a more direct ask of “Click to Give Bibles >>”.

To better understand which type of call-to-action language drives higher donor conversions, the team set up a simple A/B test. The only element changed between versions was the final line of the primary ad copy:

  • Control: “Click to Learn More >>”
  • Treatment: “Click to Give Bibles >>”

Everything else — the ad creative, targeting, and budget — remained the same. The ads were shown to a broad Facebook audience, including existing donors, subscribers, lookalike audiences, and open targeting.

The big question we wanted to answer was: Does a direct ask improve donor response by providing clarity and urgency, or does a softer, curiosity-based CTA encourage more engagement that leads to giving?

Research Question

We believe that using a direct ask like “Click to Give Bibles” for Facebook audiences will achieve higher donor conversion than a softer “Click to Learn More” call-to-action because because clearer donation language reduces ambiguity and increases motivation to act on the giving opportunity.

Design

C: Control - "Click to Learn More >>"
Array ( [0] => Array ( [ID] => 723250 [id] => 723250 [title] => Control_-_"Click_to_Learn_More_>>".png [filename] => Control_-_Click_to_Learn_More_-4.png [filesize] => 168054 [url] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [link] => https://www.nextafter.com/experiments/will-testing-learn-more-vs-give-bibles-ctas-in-facebook-ad-copy-to-increase-donor-conversions/attachment/control_-_click_to_learn_more_-png-5/ [alt] => [author] => 0 [description] => [caption] => [name] => control_-_click_to_learn_more_-png-5 [status] => inherit [uploaded_to] => 723213 [date] => 2026-02-02 16:15:37 [modified] => 2026-02-02 16:15:37 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 214 [height] => 747 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-86x300.png [medium-width] => 86 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [medium_large-width] => 214 [medium_large-height] => 747 [large] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [large-width] => 214 [large-height] => 747 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [1536x1536-width] => 214 [1536x1536-height] => 747 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [2048x2048-width] => 214 [2048x2048-height] => 747 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-14x50.png [admin-width] => 14 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [full-width] => 214 [full-height] => 747 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [thumb_372-width] => 214 [thumb_372-height] => 747 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-179x625.png [single_post_thumbnail-width] => 179 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-9x32.png [thumb_32_32-width] => 9 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-14x48.png [thumb_48_48-width] => 14 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-18x64.png [thumb_64_64-width] => 18 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-37x128.png [thumb_128_128-width] => 37 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-19x67.png [thumb_122_67-width] => 19 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-44x153.png [thumb_153_153-width] => 44 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-47x163.png [thumb_130_163-width] => 47 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-51x177.png [thumb_232_177-width] => 51 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-186x650.png [thumb_272_325-width] => 186 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-99x346.png [thumb_271_346-width] => 99 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-78x271.png [thumb_271_271-width] => 78 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-49x172.png [thumb_272_172-width] => 49 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-132x461.png [thumb_372_461-width] => 132 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-143x500.png [thumb_372_500-width] => 143 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-77x270.png [thumb_385_270-width] => 77 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-69x241.png [thumb_416_241-width] => 69 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-117x410.png [thumb_448_410-width] => 117 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [thumb_448_410_retina-width] => 214 [thumb_448_410_retina-height] => 747 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-109x382.png [thumb_574_382-width] => 109 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-113x395.png [thumb_776_395-width] => 113 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [gform-image-choice-sm-width] => 86 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [gform-image-choice-md-width] => 115 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [gform-image-choice-lg-width] => 172 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 723251 [id] => 723251 [title] => Treatment_-_"Click_to_Give_Bibles_>>".png [filename] => Treatment_-_Click_to_Give_Bibles_-4.png [filesize] => 165096 [url] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [link] => https://www.nextafter.com/experiments/will-testing-learn-more-vs-give-bibles-ctas-in-facebook-ad-copy-to-increase-donor-conversions/attachment/treatment_-_click_to_give_bibles_-png-5/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_-_click_to_give_bibles_-png-5 [status] => inherit [uploaded_to] => 723213 [date] => 2026-02-02 16:15:39 [modified] => 2026-02-02 16:15:39 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 212 [height] => 744 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-85x300.png [medium-width] => 85 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [medium_large-width] => 212 [medium_large-height] => 744 [large] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [large-width] => 212 [large-height] => 744 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [1536x1536-width] => 212 [1536x1536-height] => 744 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [2048x2048-width] => 212 [2048x2048-height] => 744 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-14x50.png [admin-width] => 14 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [full-width] => 212 [full-height] => 744 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [thumb_372-width] => 212 [thumb_372-height] => 744 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-178x625.png [single_post_thumbnail-width] => 178 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-9x32.png [thumb_32_32-width] => 9 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-14x48.png [thumb_48_48-width] => 14 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-18x64.png [thumb_64_64-width] => 18 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-36x128.png [thumb_128_128-width] => 36 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-19x67.png [thumb_122_67-width] => 19 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-44x153.png [thumb_153_153-width] => 44 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-46x163.png [thumb_130_163-width] => 46 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-50x177.png [thumb_232_177-width] => 50 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-185x650.png [thumb_272_325-width] => 185 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-99x346.png [thumb_271_346-width] => 99 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-77x271.png [thumb_271_271-width] => 77 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-49x172.png [thumb_272_172-width] => 49 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-131x461.png [thumb_372_461-width] => 131 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-142x500.png [thumb_372_500-width] => 142 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-77x270.png [thumb_385_270-width] => 77 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-69x241.png [thumb_416_241-width] => 69 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-117x410.png [thumb_448_410-width] => 117 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [thumb_448_410_retina-width] => 212 [thumb_448_410_retina-height] => 744 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-109x382.png [thumb_574_382-width] => 109 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-113x395.png [thumb_776_395-width] => 113 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [gform-image-choice-sm-width] => 85 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [gform-image-choice-md-width] => 114 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [gform-image-choice-lg-width] => 171 [gform-image-choice-lg-height] => 600 ) ) )
T1: Treatment - "Click to Give Bibles >>"
Array ( [0] => Array ( [ID] => 723250 [id] => 723250 [title] => Control_-_"Click_to_Learn_More_>>".png [filename] => Control_-_Click_to_Learn_More_-4.png [filesize] => 168054 [url] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [link] => https://www.nextafter.com/experiments/will-testing-learn-more-vs-give-bibles-ctas-in-facebook-ad-copy-to-increase-donor-conversions/attachment/control_-_click_to_learn_more_-png-5/ [alt] => [author] => 0 [description] => [caption] => [name] => control_-_click_to_learn_more_-png-5 [status] => inherit [uploaded_to] => 723213 [date] => 2026-02-02 16:15:37 [modified] => 2026-02-02 16:15:37 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 214 [height] => 747 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-86x300.png [medium-width] => 86 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [medium_large-width] => 214 [medium_large-height] => 747 [large] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [large-width] => 214 [large-height] => 747 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [1536x1536-width] => 214 [1536x1536-height] => 747 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [2048x2048-width] => 214 [2048x2048-height] => 747 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-14x50.png [admin-width] => 14 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [full-width] => 214 [full-height] => 747 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [thumb_372-width] => 214 [thumb_372-height] => 747 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-179x625.png [single_post_thumbnail-width] => 179 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-9x32.png [thumb_32_32-width] => 9 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-14x48.png [thumb_48_48-width] => 14 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-18x64.png [thumb_64_64-width] => 18 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-37x128.png [thumb_128_128-width] => 37 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-19x67.png [thumb_122_67-width] => 19 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-44x153.png [thumb_153_153-width] => 44 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-47x163.png [thumb_130_163-width] => 47 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-51x177.png [thumb_232_177-width] => 51 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-186x650.png [thumb_272_325-width] => 186 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-99x346.png [thumb_271_346-width] => 99 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-78x271.png [thumb_271_271-width] => 78 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-49x172.png [thumb_272_172-width] => 49 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-132x461.png [thumb_372_461-width] => 132 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-143x500.png [thumb_372_500-width] => 143 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-77x270.png [thumb_385_270-width] => 77 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-69x241.png [thumb_416_241-width] => 69 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-117x410.png [thumb_448_410-width] => 117 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [thumb_448_410_retina-width] => 214 [thumb_448_410_retina-height] => 747 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-109x382.png [thumb_574_382-width] => 109 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4-113x395.png [thumb_776_395-width] => 113 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [gform-image-choice-sm-width] => 86 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [gform-image-choice-md-width] => 115 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control_-_Click_to_Learn_More_-4.png [gform-image-choice-lg-width] => 172 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 723251 [id] => 723251 [title] => Treatment_-_"Click_to_Give_Bibles_>>".png [filename] => Treatment_-_Click_to_Give_Bibles_-4.png [filesize] => 165096 [url] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [link] => https://www.nextafter.com/experiments/will-testing-learn-more-vs-give-bibles-ctas-in-facebook-ad-copy-to-increase-donor-conversions/attachment/treatment_-_click_to_give_bibles_-png-5/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_-_click_to_give_bibles_-png-5 [status] => inherit [uploaded_to] => 723213 [date] => 2026-02-02 16:15:39 [modified] => 2026-02-02 16:15:39 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 212 [height] => 744 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-85x300.png [medium-width] => 85 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [medium_large-width] => 212 [medium_large-height] => 744 [large] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [large-width] => 212 [large-height] => 744 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [1536x1536-width] => 212 [1536x1536-height] => 744 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [2048x2048-width] => 212 [2048x2048-height] => 744 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-14x50.png [admin-width] => 14 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [full-width] => 212 [full-height] => 744 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [thumb_372-width] => 212 [thumb_372-height] => 744 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-178x625.png [single_post_thumbnail-width] => 178 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-9x32.png [thumb_32_32-width] => 9 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-14x48.png [thumb_48_48-width] => 14 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-18x64.png [thumb_64_64-width] => 18 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-36x128.png [thumb_128_128-width] => 36 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-19x67.png [thumb_122_67-width] => 19 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-44x153.png [thumb_153_153-width] => 44 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-46x163.png [thumb_130_163-width] => 46 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-50x177.png [thumb_232_177-width] => 50 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-185x650.png [thumb_272_325-width] => 185 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-99x346.png [thumb_271_346-width] => 99 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-77x271.png [thumb_271_271-width] => 77 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-49x172.png [thumb_272_172-width] => 49 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-131x461.png [thumb_372_461-width] => 131 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-142x500.png [thumb_372_500-width] => 142 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-77x270.png [thumb_385_270-width] => 77 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-69x241.png [thumb_416_241-width] => 69 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-117x410.png [thumb_448_410-width] => 117 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [thumb_448_410_retina-width] => 212 [thumb_448_410_retina-height] => 744 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-109x382.png [thumb_574_382-width] => 109 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4-113x395.png [thumb_776_395-width] => 113 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [gform-image-choice-sm-width] => 85 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [gform-image-choice-md-width] => 114 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Click_to_Give_Bibles_-4.png [gform-image-choice-lg-width] => 171 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control - "Click to Learn More >>" 0.00%
T1: Treatment - "Click to Give Bibles >>" 0.01% 117.6% 98.6%

This experiment has a required sample size of 172,555 in order to be valid. Since the experiment had a total sample size of 566,700, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 117.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

We ran this test for 23 days, and found that the direct, action-oriented call-to-action language significantly outperformed the softer alternative in driving donations through Facebook. Ads that ended with “Click to Give Bibles” led to 117.6% more donations than those ending with “Click to Learn More,” with a statistically significant 98.6% level of confidence. This is a major win for Bible League Canada and strongly supports using clearer giving language in our future ads. When we dug further into the data, we found that this stronger performance was driven by both increased engagement and improved conversion:

  • The direct CTA generated 5.5% more ad clicks compared to the control, trending toward statistical validity at 92.7% confidence.
  • Those who clicked the Treatment were also twice as likely to convert into donors, with a 1.75% instant conversion rate for the Treatment compared to 0.88% for the Control.
  In addition to better conversion rates, the Treatment also showed a higher average gift of $52.99 CAD, compared to $42.89 CAD for the Control. This is really promising, but due to the smaller volume of gifts we can't say this is a statistically significant difference. However, the results from a cost-efficiency standpoint were also amazing:
  • Gross Cost Per Donor dropped from $170 (Control) to $87 (Treatment)
  • ROI more than doubled, from 0.25 (Control) to 0.61 (Treatment)
  These results show us that clear, actionable language in Facebook ads not only encourages more clicks but also primes people to donate once they land. Ending our ad copy with a more direct giving prompt (“Click to Give Bibles”) aligned more strongly with donor intent and removed ambiguity about the ad’s purpose.

Experiment Documented by NextAfter

Question about experiment #202001

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.