Buckner International

How shorter copy in a Facebook ad affects name conversion rate

Experiment ID: #7948

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 11/10/2017 - 11/27/2017

Buckner International was running an acquisition offer called 7 Scriptures to Pray for the Child in Your Life. They wanted to test whether shortened, more to-the-point value prop copy would increase name conversion in a Facebook ad. They also tested a new headline that strengthened the value proposition of the offer.

Research Question

Does shortened copy and the removal of “see more” micro-yes increase name conversion in a Facebook ad?

Design

C: Control (Scripture-focused)
T1: Shortened Copy

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control (Scripture-focused) 2.5%
T1: Shortened Copy 0.81%-67.0% 100.0%

This experiment has a required sample size of 678 in order to be valid. Since the experiment had a total sample size of 655,207, 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
× 67.0% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment decreased conversion by 67%. The removal of the scripture reference from the treatment copy likely had a significant impact here, as this was the main reason the “new” control won in the first place. Also, the headline in the control was much more instantly gratifying to the end user rather than the headline that emphasized the work that goes into strengthening their prayer life.


Experiment Documented by Allison Autrey

Question about experiment #7948

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