How a value focused headline on a Facebook ad impacts conversion
Boys Town
Experiment Summary
Timeframe: 02/07/2018 - 02/21/2018
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?
Design
Results
| 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.