How a more personal copy treatment affects conversion rate on an acquisition offer
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: 08/04/2017 - 08/17/2017
The treatment copy produced an over 50% increase in conversion rate. This is likely due to the more personal copy that resonated with the Facebook ad’s personal tone, creating a more cohesive pathway for a more naturally emotionally-charged offer on the affects of poverty on our children’s worldviews.
Research Question
How does a more personal copy treatment affect conversion rate on an acquisition offer?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 10.4% | ||
| T1: | Copy Treatment | 16.0% | 53.7% | 91.2% |
This experiment has a required sample size of 284 in order to be valid. Since the experiment had a total sample size of 421, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Buckner International was running a name acquisition campaign tied to a free ebook offer. They wanted to test if more personal, emotionally-charged body copy would affect conversion rate on the offer landing page. We also removed a scripture reference and a bolded portion of copy from the body. All other elements remained the same.