How new creative affects traffic in a Facebook ad campaign Experiment ID: #11121

Dallas Theological Seminary

The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.

Experiment Summary

Ended On: 9/4/2018

DTS was running a Facebook campaign to promote their free online course on the book of Revelation. They wanted to test new creative on the ad design that would bring clarity and a more eye-catching visual appearance to the ads, to encourage more people to visit the registration page. They tested two versions of the new design to see which one worked best.

Research Question

Does a more eye-catching ad design increase traffic to an online course?

Design

C: Control
T1: Purple
T2: Yellow

Results

Treatment Name Click Rate Relative Difference Confidence
C: Control 2.2%
T1: Purple 2.5% 10.4% 41.2%
T2: Yellow 3.1% 40.4% 99.8%

This experiment has a required sample size of 3,104 in order to be valid. Since the experiment had a total sample size of 546,300, 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:

    40.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The yellow version of the newly designed ad increased traffic to the landing page by 40%. This confirms our hypothesis that eye-catching creative that brings clarity and meaning to an ad is helpful in not only getting more people to the course, but ultimately decreasing cost per result.


Experiment Documented by...

Allison Jones

Allison is an Optimization Associate 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.