How a different value proposition affects conversion in a Facebook Ad Experiment ID: #9237
Ended On: 7/23/2018
In this experiment, we started advertising an upcoming webinar wondering which value proposition focus would be most effective: focusing on the comprehensiveness of the research study, or focusing on the key insights and questions that the study will answer.
Audience: Nonprofit News Source (NP Times, Chronicle)
Will a value proposition focused on the key insights from the study increase registrations?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
This experiment has a required sample size of 1,210 in order to be valid. Since the experiment had a total sample size of 1,925, 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
× 351.3% increase in conversion rate
× 0% increase in average gift
Key insights increased conversion by 351.3% for the “Nonprofit News Sources” audience. This is the opposite result of what we saw when targeting NextAfter.com traffic. This could imply that the nonprofit news source audience is more of an executive or leadership level employee that is focused on higher level results. More testing will be needed to determine what the key motivators are for this audience.