How a value focused headline on a Facebook ad impacts conversion Experiment ID: #8570

Boys Town

Experiment Summary

Timeframe: 2/7/2018 - 2/21/2018

Boys Town runs Facebook ads promoting a free parenting series for Tweens. We hypothesized that a headline more focused on the value of the offer might help increase conversion. The control headline was specific to what the content offer was “Free Email Series on Tween Discipline”. The treatment we developed communicated the benefit of the offer, “Learn How to Effectively Discipline Your Tween”. We tested the two against each other to see which would increase conversion.

Research Question

Would a value focused headline increase email conversion?


C: Control
T1: Value Focused Headline


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.64%
T1: Value Focused Headline 0.54% -14.6% 99.8%

This experiment has a required sample size of 53,212 in order to be valid. Since the experiment had a total sample size of 266,888, 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
× 14.6% decrease in conversion rate
× 0% increase in average gift

Key Learnings

After running the experiment for two weeks, we were able to validate the experiment and found that the treatment actually decreased email conversion by 14.6%. What we can learn from this is that people are more motivated by what they can get rather than the benefit of the offer. We will do additional testing on the headline for this offer to incorporate both approaches of these learnings.

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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.