How increasing the clarity of a Facebook ad affects email acquisition Experiment ID: #6013

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 10/10/2017 - 1/23/2017

Buckner International was offering a free eBook by their president, Albert Reyes, called “The Jesus Agenda”. They hypothesized that their control ad, with a photo of Jesus, might lack clarity in the prospect-level value proposition, since it didn’t show the viewer what they were getting.

They drafted three new treatments: one with the eBook and dark text, another with the eBook and lighter text, and one with the eBook right-aligned and the text on the left.

The ad with dark text and the book on the left produced a 95.6% lift to the number of clicks compared to the control. But Buckner wanted to look at the data a level deeper to ensure that the ad was also producing a lift to the proportion of emails acquired.

Research Question

Will increasing the clarity of a Facebook ad increase conversion rate?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS


C: Control
T1: Treatment 1
T2: Treatment 2
T3: Treatment 3


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.16%
T1: Treatment 1 0.31% 89.3% 100.0%
T2: Treatment 2 0.25% 54.5% 100.0%
T3: Treatment 3 0.48% 194.5% 100.0%

This experiment has a required sample size of 5,637 in order to be valid. Since the experiment had a total sample size of 1,472,410, 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
× 194.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

The winning ad from the first test produced a massive 194.5% increase in conversion rate, which shows that not only were viewers more likely to click, they were much more likely to convert. This shows that increasing clarity at the outset attracts more motivated traffic—with a better initial understanding of the offer, they are many times more likely to convert.

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Experiment Documented by...

Jeff Giddens

Jeff is a Senior Vice President at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.