How clarifying value proposition in a Facebook ad affects name conversion rate
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: 11/12/2018
Buckner International was running a Facebook campaign to promote their Parenting Pledge, but was experiencing a low conversion rate from ad to landing page. They wanted to test if clarifying the purpose of signing the pledge through additional value prop copy would help increase this conversion rate. Other elements of the ad remained the same.
Research Question
Does a clarified value proposition and call to action increase name conversion rate in a Facebook ad?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.88% | ||
| T1: | New Value Prop Copy | 1.2% | 30.7% | 97.3% |
This experiment has a required sample size of 11,027 in order to be valid. Since the experiment had a total sample size of 29,203, 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
× 30.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The increased clarification around the value and point of the pledge produced a 30% lift in conversion rate on the landing page. This reiterates the importance of making it very clear to readers what value we are providing to them- in this case, an accountability to their actions afterwards when they sign the pledge.