How communicating value over the work a person has to do to get a content offer impacts name conversion Experiment ID: #10739

EWTN

Experiment Summary

Timeframe: 10/12/2018 - 11/14/2018

EWTN offer’s a free eBook to people through paid Facebook ads. On this ad, we hypothesized we might be able to increase name conversion through the Facebook ad by testing a headline that was focused on two factors: the value of the offer and that the resource was from Mother Angelica (a well-known, respected figure for EWTN and who wrote the content of the eBook). No other elements were changed.

Research Question

Can we increase name conversion by using a value focused headline and Mother Angelica’s name?

Design

C: Pursue a sanctified life with this free eBook
T1: Get Mother Angelica's eBook "Pursuing Holiness"

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Pursue a sanctified life with this free eBook 1.4%
T1: Get Mother Angelica's eBook "Pursuing Holiness" 1.7% 23.1% 100.0%

This experiment has a required sample size of 11,459 in order to be valid. Since the experiment had a total sample size of 284,707, 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
× 23.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

We were able to increase name conversion by 23% with the treatment. The headline on the control communicated that their was work required to get the offer. Whereas the treatment just communicated that hey would “Get” the free eBook and didn’t give any perception that there was some work involved from the end-reader. This is motivating to people. The treatment also clearly told people what they would get and used Mother Angelica’s name to increase the appeal.


Share this research with a colleague

Our mission is to help elevate the field of fundraising by openly sharing our research and inspiring a wider community of testing and optimization. If you have found our research to be helpful, insightful, or even just interesting—please share it with a fellow fundraiser.






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.