How different audience motivations affect click rate in a Facebook ad (Part 2)
NextAfter
Experiment Summary
Timeframe: 07/28/2016 - 08/01/2016
While setting up the advertising and promotions for an upcoming live broadcast, we wanted to determine if our various audience groups for our Facebook Ads would respond differently to various ad treatments. We have 3 main audience groups that we ran this test with: our housefile, housefile lookalikes, and nonprofit professionals.
Our original live broadcast Facebook Ad focused on the speaker and the title, but we thought people may be more motivated by different aspects of the focus topic. For the treatments, we developed an ad that focused on “Growing Your Donor File” and one that focused on “Empathy.”
Research Question
Which ad variation will the housefile lookalikes audience respond to more?
Design
Results
Treatment Name | Click Rate | Relative Difference | Confidence | |
---|---|---|---|---|
C: | Speaker | 0.56% | ||
T1: | Donor File | 0.60% | 6.9% | 9.2% |
T2: | Empathy | 1.3% | 124.6% | 95.0% |
This experiment has a required sample size of 2,160 in order to be valid. Since the experiment had a total sample size of 5,088, 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:
124.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
With this test on the housefile lookalikes audience, we found that the “Empathy” treatment outperformed the control and treatment 1, lifting click rate by 110%. This further confirms our learning from our test with the nonprofit professionals audience that it is more effective to focus our ads on the topic and results that will come from the live broadcast rather than the speaker.
This also shows us that even similar audience groups can have varying motivations: the “Empathy” treatment was the winner with this audience, but the “Donor File” treatment was the winner with the nonprofit professionals audience.
Question about experiment #4616
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.