How shorter copy affects conversion rate in a Facebook ad Experiment ID: #7644

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: 9/1/2017 - 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?


C: Promo Image
T1: Promo Image with New Copy


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.

Experiment Documented by...

Allison Jones

Allison is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.