How shorter copy in a Facebook ad increases name acquisition Experiment ID: #9674

Focus on the Family

Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.

Experiment Summary

Ended On: 12/2/2018

Focus on the Family offers a free video series on a variety of topics for couples. One of the video series is about how to better cherish your spouse. In an effort to offer this video series to people and acquire new names to the organization, they used paid Facebook ads. Through significant testing we have found that longer, conversational style ads can increase conversion and decrease acquisition cost. We used this approach as our control and tested a shorter form ad against it. No other elements changed on the ad.

Research Question

Would shorter copy in a Facebook ad increase name conversion/video series sign-ups?

Design

C: Longer copy
T1: Shorter copy

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Longer copy 0.66%
T1: Shorter copy 0.75% 14.4% 99.8%

This experiment has a required sample size of 62,733 in order to be valid. Since the experiment had a total sample size of 507,330, 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
× 14.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

The shorter form Facebook ad increased name acquisition by 14%. While this was counter to what we have seen with other experiments for different organizations, when we examined the test, we can understand why the shorter copy performed better. The video series had a high click-through rate, healthy conversion rate, and really low acquisition cost which can be attributed to a couple of things…the video series was free, taught by a well-known and respected author and teacher, and offered by a large, respected ministry – all elements that will increase motivation of the user. The longer copy became friction to the conversion process. For similar offers likes these we recommend moving forward with the shorter, conversational style copy in the Facebook ads.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.