How a direct call-to-action in a Facebook ad impacts conversion Experiment ID: #8843

Boys Town

Experiment Summary

Timeframe: 3/29/2018 - 4/12/2018

Boys Town was running Facebook ads that targeted their direct mail file with an opportunity to take a survey. We hypothesized that a more direct call-to-action might increase conversion for this ad. To find out, we tested two different headlines – a soft one, “Learn More>>” and a hard one, “Start Your Survey>>”. All of the other copy in the ad remained the same.

Research Question

Would a hard call-to-action in a Facebook ad increase conversion?


C: Learn More
T1: Start Your Survey


Treatment Name Conv. Rate Relative Difference Confidence
C: Learn More 0.16%
T1: Start Your Survey 0.64% 311.6% 100.0%

This experiment has a required sample size of 1,641 in order to be valid. Since the experiment had a total sample size of 16,405, 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
× 311.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment with the hard call-to-action, “Start Your Survey” dramatically increased names acquired by 311%! In previous experiments with other organizations, we have seen that a soft call-to-action like “Learn More” resonates well with people in Facebook ads, but because the audience we were targeting with this ad was already connected to Boys Town and have a strong affinity towards the organization, they were ready to take an action directly from the ad versus learning more about what we were asking them to do. This is why we saw a significant increase in motivation and conversion.

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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.