How appealing to the broader audience with ad copy impacts conversion
National Breast Cancer Foundation
The National Breast Cancer Foundation's mission is to provide help and inspire hope to those affected by breast cancer through early detection, education, and support services.
Experiment Summary
Timeframe: 03/23/2017 - 03/29/2017
National Breast Cancer Foundation developed an eBook that was designed to help people know if they were at risk for cancer and offered suggestions with how a person could even prevent cancer. They offered this resource to people through paid Facebook ads. They wanted to test the motivation of the end-user for getting the resource so they tested two different ads against each other. One ad said, “Ad Risk for Cancer? Find out.” with a picture of the resource next to it. They tested this against another ad that said, “Get this free resource.” with a picture of the resource next to it.
Research Question
Which ad would acquire more email addresses?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | At Risk for Cancer? | 0.38% | ||
| T1: | Get this free resource | 0.55% | 45.6% | 99.9% |
This experiment has a required sample size of 11,968 in order to be valid. Since the experiment had a total sample size of 73,705, 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
× 45.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment ad that said, “Get this free resource” acquired 45% more emails than the control that said “Ad Risk for Cancer? Find Out.” What we can learn from this is that the treatment ad probably appealed to the broader portion of the audience because it didn’t talk about a specific issue or problem. The control was specifically talking to people who might be at risk for cancer or have questioned if they were at risk for cancer. The control may have even caused some anxiety in people who have never thought about it.
The broader appeal led to the higher name conversion.