How a direct call-to-action in a Facebook ad impacts conversion
Boys Town
Experiment Summary
Timeframe: 03/29/2018 - 04/12/2018
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?
Design
Results
| 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.