How a more action oriented webinar title affects registrations from a Facebook ad Experiment ID: #9631

NextAfter

Experiment Summary

Timeframe: 11/1/2018 - 11/15/2018

In this experiment, we were advertising a new webinar on Year-End donation pages on Facebook targeting our Housefile lookalike audience. The original ad we created focused on learning the essential elements of a year-end donation page. But we wondered if we changed the title in the ad to be more action oriented would lead to greater webinar signups. The treatment focused on “How to craft your year-end donation page.”

Research Question

Will a more action oriented webinar title increase webinar registrations?

Design

C: Elements of a Year-End Donation Page
T1: How to Craft Your Year-End Donation Page

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Elements of a Year-End Donation Page 0.43%
T1: How to Craft Your Year-End Donation Page 0.00% -100.0% 99.5%

This experiment has a required sample size of 1,305 in order to be valid. Since the experiment had a total sample size of 2,513, 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
× 100.0% decrease in conversion rate
× 0% increase in average gift

Key Learnings

This significant decrease in conversions runs contradictory to results we saw with other audiences. It could support a theory that this lookalike audience is more leadership than practitioner, as more theoretical type of content seems to perform better than more practical with this group. Although, this should be understood in content as the control did not perform very well with this group either – despite a significant difference.


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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.