How aligning a Facebook ad image with the interests of the target audience affects email acquisition rate
Leadership Institute
Experiment Summary
Timeframe: 10/18/2017 - 11/02/2017
The Leadership Institute recently re-launched their online course “Conservatism 101,” and began promoting to targeted audiences on Facebook. This course features a number of notable conservative leaders, including Mark Levin. They wondered: If we align the Facebook ad image with the audience interest target (i.e. fans of Mark Levin), can we increase our email acquisition rate?
Research Question
Will a Facebook ad image that is aligned with the interests of the targeted Facebook group increase email acquisition rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.45% | ||
| T1: | Treatment 1 | 1.0% | 132.1% | 99.3% |
This experiment has a required sample size of 2,038 in order to be valid. Since the experiment had a total sample size of 7,955, 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
× 132.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The Leadership Institute found that this approach did, in fact, increase email acquisition by 132%. This test shows that ad congruency is an important factor, not only in increases Facebook ad clicks, but also in the motivation of the targeted viewer. We often think of developing congruency between the ad, the acquisition page, and the donation page–and this is important to do because it also decreases anxiety! But this test shows that there are other elements that we need to keep in mind as well–namely here, audience targeting. This test has prompted further testing across the organization, and among other organizations who are seeking a high level of congruency in their Facebook acquisition strategy.