National Breast Cancer Foundation

How highlighting exclusivity affects clickthrough rate

Experiment ID: #11705

National Breast Cancer Foundation

The National Breast Cancer Foundation's mission is to provide help and inspire hope to those affected by breast cancer through early detection, education, and support services.

Experiment Summary

Timeframe: 12/01/2014 - 12/29/2014

In a series of Facebook ads, the Texas State Historical Association (TSHA) was promoting a free eBook version of their popular Texas Almanac. In exchange for their email address, the visitors would be able to download the 756 page book.  Our goal for this test was to drive as much traffic to the site as possible to take advantage of this free offer.

In our ads, we wanted to emphasize the how this was the first time TSHA was offering the Almanac for free and that they were the only organization that could do so. As a result, we wanted to see which of these attributes would drive the most interest.

Research Question

Is the exclusivity of the offer more appealing to prospects than the recency of the offer?

Design

C: "Breaking"
T1: "Exclusive"

Results

 Treatment NameClick RateRelative DifferenceConfidence
C: "Breaking" 6.5%
T1: "Exclusive" 15.2%134.1% 100.0%

This experiment has a required sample size of 103 in order to be valid. Since the experiment had a total sample size of 14,652, 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:

    134.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Exclusivity proved to be the more motivating element of the offer given the 134% lift it provided to the click through rate of the ads. This tone will be used in future ads and will be incorporated throughout the landing page.


Experiment Documented by Allison Autrey

Question about experiment #11705

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.