How a call-to-action versus a personal signature in ad copy impacts conversion
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: 08/30/2017 - 09/07/2017
Harvest Ministries offers a free online course called, Tell Someone. The course is being pushed through paid Facebook ads. Through previous testing we have learned that longer, conversational copy written in Greg Laurie’s voice performs best. Once a person had gone through and read the ad copy, we wondered if they would be more motivated to sign up for the course if Greg signed the copy or if we put a call to action.
Research Question
Which ad would acquire more course sign-ups?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Call-to-action | 0.44% | ||
| T1: | Personal signature | 0.19% | -56.2% | 100.0% |
This experiment has a required sample size of 4,612 in order to be valid. Since the experiment had a total sample size of 113,385, 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
× 56.2% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Without call-to-action oriented text, even at the end of the Facebook ad text, people are left to decide how they should proceed.
In a medium like Facebook where a person is being interrupted, not having call-to-action text to help transition someone from interest to action will often mean that they will return to what they were doing. People need a reason to move forward, and that even if they are given a reason at the beginning, they need to be reminded at the end.