How short form Facebook ad copy affects blog views Experiment ID: #9131


Experiment Summary

Ended On: 6/26/2018

In this experiment, we were promoting a blog post through Facebook ads. We had previously seen longer form ads be most effective for direct response offers, but since our primary goal was simply to increase traffic, we wondered if a short form copy approach would be most effective.

The control used a long form explanation and teaser of the post. The treatment used a short for teaser.

Research Question

Will short form copy in a Facebook ad increase traffic to the blog post?


C: Long Form
T1: Short Form


Treatment Name Click Rate Relative Difference Confidence
C: Long Form 1.1%
T1: Short Form 1.4% 31.0% 97.8%

This experiment has a required sample size of 8,462 in order to be valid. Since the experiment had a total sample size of 24,309, 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:

    31.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

We saw a 31% increase in traffic to the blog post using the short form copy treatment. Although longer form ads may be most effective at priming visitors to download an offer, a shorter form ad creates a bit more mystery and curiosity, driving more clicks and visitors.

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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist 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.