How acerbic Facebook ad copy affects clickthrough rate
Leadership Institute
Experiment Summary
Timeframe: 11/14/2017 - 11/28/2017
The Leadership Institute has found that using Mark Levin’s authority in both copy and imagery has increased course signups for their online course ‘Conservatism 101.’ They wondered: Will more forthright, biting ad copy impact clickthrough rate on a Facebook ad? They launched an A/B test to find out.
Research Question
Will more forthright ad copy increase email acquisition in a facebook ad?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.3% | ||
| T1: | Treatment 1 | 0.48% | -61.7% | 100.0% |
This experiment has a required sample size of 1,521 in order to be valid. Since the experiment had a total sample size of 94,330, 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:
61.7% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The Leadership Institute found that the treatment version of their Conservatism 101 Facebook ad actually caused a 61% decrease in clickthrough rate. Its apparent that the treatment version decreased the motivation of the ad viewer. The Leadership Institute is conducting further messaging tests to discover the best approach in writing Facebook ad copy for Conservatism 101.