How increasing clarity in advertising copy affects conversion
Experiment ID: #4114
Stanford Graduate School of Business
Experiment Summary
Timeframe: 01/05/2016 - 05/19/2016
The Stanford Graduate School of Business was promoting their free eBook, Driving Innovation. They knew that the ad image on a Facebook ad was the most visible and impactful part of the ad. They wanted to test the impact of copy within the image, and how much specificity within that copy would increase conversion.
The control version of the ad used copy that highlighted the “desired effect” of the eBook: “Learn the secrets to driving innovation at work”. Since the rest of the copy reinforced this “desired effect”, they developed a treatment that was much more specific about the offer: “Get the new eBook from Stanford Business”.
They launched A/B ad test to determine a winner.
Research Question
How does increasing clarity in advertising copy affect conversion rate?
Design
C: Desired Effect
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T1: Increased Clarity
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Desired Effect | 0.39% | ||
| T1: | Increased Clarity | 0.59% | 52.0% | 100.0% |
This experiment has a required sample size of 10,185 in order to be valid. Since the experiment had a total sample size of 2,761,580, 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
Ă— 52.0% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The treatment, with added specificity, resulted in a 52% increase in conversion. This shows us that while desired effect psychology might increase conversion on the landing page, at this stage of the funnel, we must be more specific about how the user is going to achieve that desired effect. In this case, they will achieve that by downloading an eBook.
Increasing clarity around the offer increased conversion, even when that “micro-yes” was early in the conversion funnel.