How aligning a Facebook ad image with the interests of the target audience affects email acquisition rate Experiment ID: #7806

Leadership Institute

Experiment Summary

Timeframe: 10/18/2017 - 11/2/2017

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?


C: Control
T1: Treatment 1


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.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.