How using reader-centric value proposition impacts conversion on Facebook ads Experiment ID: #8612

Boys Town

Experiment Summary

Timeframe: 2/14/2018 - 2/28/2018

Boys Town has a free email series they offer parents on how to handle tantrums with their toddler. They use paid advertising to offer this series to potential subscribers and donors.

The original Facebook ad used organization-centric copy, briefly describing how the series was created and offering it to their target Facebook audience for free. We wondered if we could re-write the copy to have a stronger value proposition and focus on the needs of the reader instead. We tested this version against the control to see if we could drive more traffic to the acquisition page.

Research Question

Would reader-centric copy increase clicks to the email acquisition page?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS


C: Control
T1: Reader-centric value proposition


Treatment Name Click Rate Relative Difference Confidence
C: Control 1.6%
T1: Reader-centric value proposition 2.1% 27.7% 100.0%

This experiment has a required sample size of 7,448 in order to be valid. Since the experiment had a total sample size of 171,964, 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:

    27.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

By using copy that was reader-centric rather than organization-centric, we were able to increase clicks to the acquisition page by 27.7%. People are more likely to click-through from an ad to a landing page when we can connect with their needs. This approach increases the appeal of the offer resulting in higher motivation. As a result, more traffic to the acquisition page should increase the amount of people subscribing to this free email series.

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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.