How a more concise value proposition and brand-aligned imagery affects conversion rate in a Facebook ad Experiment ID: #9150

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Ended On: 6/19/2018

Buckner International was running Facebook ads to promote their new online parenting series, Answering the Hard Questions. The control ad featured a happy mother and her daughter and included more “lead-in” copy. Their hypothesis was that by including a less “big happy family” image, including more about the topics of the course and getting to the point quicker in the value proposition of the body copy, more people similar to Buckner’s target demographic would be interested in getting this content. Headline was kept the same in both ads.

Research Question

Does a shorter, more concise value proposition and imagery that aligns better with the brand motivate more people to get the offer?


C: Control
T1: Treatment


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.31%
T1: Treatment 0.56% 80.2% 100.0%

This experiment has a required sample size of 5,351 in order to be valid. Since the experiment had a total sample size of 34,243, 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
× 80.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment ad produced an 80% lift in conversion rate as well as a $2 cost decrease in paid Facebook advertising. This tells us that more people connected with a less “happy” image of a child that is more aligned with Buckner’s expertise, and a more concise value proposition that focused on topics that people associated with Buckner are dealing with elicited a more motivated audience for the offer.

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Experiment Documented by...

Allison Jones

Allison is an Optimization Associate 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.