How the length of the value proposition copy on an ad impacts email acquisition Experiment ID: #6045

Harvest Ministries

Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.

Experiment Summary

Timeframe: 1/9/2017 - 1/30/2017

Harvest Ministries launched at two-week daily devotion campaign that was specifically focused on the topic of Heaven. They have run these kind of campaigns before, but they had never tested the amount of value proposition on the ad. While we know that a stronger value proposition can strengthen your message and ultimately lead to higher conversion, they wanted to see if this principle was true with a Facebook ad.

The only variable that was different on each ad was the copy above the ad image. All other variables remained consistent between the control and treatment

 

Research Question

Which ad would acquire more names?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: Short Value Prop
T1: Long Value Prop

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Short Value Prop 0.27%
T1: Long Value Prop 1.1% 316.4% 100.0%

This experiment has a required sample size of 1,066 in order to be valid. Since the experiment had a total sample size of 710,592, 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
× 316.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment with the extended value proposition saw an increase in email acquisition by 316.4%! The extended value proposition helped to strengthen the message and get more people to click through and sign up for the heaven focused daily devotion. There is an assumption that people won’t read long Facebook posts/ads. This test proves that assumption wrong. Not only do people read the longer posts/ads, but they are much more motivated get the offer because the extended value proposition allows us to more clearly communicate to the person’s need.


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Experiment Documented by...

Courtney Gaines

Courtney is an Optimization Associate 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.