How including the “plan” details in an ad impacted email acquisition
Americans for Prosperity
Experiment Summary
Timeframe: 07/16/2018 - 07/23/2018
Americans for Prosperity was running an Open Letter as part of their campaign for the confirmation of Judge Kavanaugh. The primary source of traffic was visitors driven by Facebook ads. In a previous experiment, we found that including the “3.2 million other Americans” in the ad increased the effectiveness of the offer. As a follow up experiment, we wanted to see if adding even more context to the size and scope of the effort would further boost results.
Research Question
Will adding additional details of the “plan” to the Facebook ad increase overall email acquisition rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.3% | ||
| T1: | "Overwhelming voice" | 4.7% | 44.2% | 100.0% |
This experiment has a required sample size of 1,604 in order to be valid. Since the experiment had a total sample size of 375,536, 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
× 44.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
By including information on how the Open Letter fit into the overall plan for confirmation increased email acquisition by 44%. There are several suggested “best practices” that would suggest Facebook ads should be short and to the point. This experiment is another example that proves if we can provide additional information that increases the perceived value of the action, it will increase overall results, regardless of the ad length.