How shorter copy affects conversion rate in a Facebook ad
Heartlight Ministries
Heartlight provides a safe haven of hope for 56 struggling teens at our residential counseling center located in Longview, Texas. Our atmosphere of relationships creates an arena of change for teens and parents lost in a broken world. And second, Heartlight offers help and direction for parents of all teens through our Parenting Today’s Teens radio program, our books, parenting resources, and seminars and conferences….all dedicated to offering effective and practical ways for parents to counter the influence today’s culture is having on their child.
Experiment Summary
Timeframe: 09/01/2017 - 10/18/2017
Heartlight Ministries was promoting their new online course via Facebook ads, and wanted to test whether a shortened, more value-focused copy treatment would affect conversion rate, vs a longer version. Other elements of the ad remained the same.
Research Question
Does shorter copy with added value proposition increase conversion rate in a Facebook ad?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Promo Image | 0.66% | ||
| T1: | Promo Image with New Copy | 0.80% | 21.5% | 99.4% |
This experiment has a required sample size of 26,225 in order to be valid. Since the experiment had a total sample size of 184,197, 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
× 21.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
The ad with shorter copy increased conversion rate by over 20%. This is due to a more clear and concise value proposition in the ad, and also could be due to the removal of the “see more” component that would require readers to scroll further down to get to the call to action of the ad- activate your course.