How clarity in the headline of a Facebook ad trumps a persuasive headline
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: 05/02/2017 - 05/10/2017
National Breast Cancer Foundation was running Facebook ads to promote their new eBook, 3 Steps to Early Detection. They ran a test on the headline of the ad- The control ad included a value prop (“Detect Breast Cancer Earlier”), and the treatment simply asked people to “Get the Guide.” All other elements of the ad remained the same.
Research Question
Does increased clarity in a headline increase email conversion rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Detect Breast Cancer Earlier | 0.26% | ||
| T1: | Get the Guide | 0.37% | 44.7% | 99.5% |
This experiment has a required sample size of 17,943 in order to be valid. Since the experiment had a total sample size of 75,724, 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
× 44.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment headline produced a 44% lift in conversion rate. In this case, as with many other cases, clarity trumps persuasion. The more clear we are in the headline about what people are going to get when they click the link, the more likely they are to click through the ad and complete the form on the landing page.