How personal-growth focused Facebook ad copy affects conversion rate
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: 10/13/2017 - 10/20/2017
Buckner International was running a free offer called 7 Scriptures to Pray for the Child in Your Life, and wanted to test copy on their Facebook ads that directly addressed the spiritual growth benefits to the downloader of the offer, rather than their children. This copy update included body copy and headline.
Research Question
Does personal-growth focused copy affect conversion rate on a Facebook ad?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Copy with Scripture | 2.2% | ||
| T1: | Parent-Focused Copy | 0.77% | -65.3% | 100.0% |
This experiment has a required sample size of 769 in order to be valid. Since the experiment had a total sample size of 550,263, 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
× 65.3% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This test validated in favor of the control, with the treatment lowering conversion by over 60%. This could be due to a longer copy that required readers to click “see more” to get to the call-to-action- download the guide. This lower click through rate could have led to a lower conversion rate overall.