How a Facebook ad’s inline call-to-action impacted results Experiment ID: #8559

Alliance Defending Freedom

Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.

Experiment Summary

Timeframe: 1/26/2018 - 2/27/2018

While running ads for an email acquisition campaign for Alliance Defending Freedom, we wanted to see if we could increase our acquisition by adding a call to action link earlier in the Facebook ad. Normally, a FB ad would only have a button and an image that are linked but it is possible to add another link in the text above if it matches the same location that the other areas go to.

Research Question

Will adding a call-to-action earlier in the ad increase the number of emails acquired?


C: No Inline Link
T1: Inline Link


Treatment Name Conv. Rate Relative Difference Confidence
C: No Inline Link 1.00%
T1: Inline Link 1.00% 0.1% 0.6%

This experiment has a required sample size of 2,488,065,326 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

We saw no difference between the two treatments when it comes to the number of emails acquired. We also analyzed the clicks and while the ad with an inline call to action did get a few more visitors, they did not convert on the page. This would indicate that making the call to action available earlier in the process only drove visitors without the proper motivation.

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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.