Will using a standard Facebook conversion event increase volunteers? Experiment ID: #15086

Care Net

Experiment Summary

Timeframe: 3/27/2019 - 4/24/2019

We found that using Facebook’s standard “purchase” conversion, significantly increased our donor conversion on our 4 acquisition campaigns. So, we hypothesized that this may improve our conversion on our volunteer campaign as well. So, we launched a Test and Learn in Facebook where one volunteer campaign was optimizing for our custom volunteer conversion and the other for a standard “lead” conversion event.

Research Question

Will using a Facebook Standard Conversion improve the number of volunteer signups on our volunteer campaign?

Design

C: MLD Pledge
T1: MLD Pledge - Standard Lead

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: MLD Pledge 0.67%
T1: MLD Pledge - Standard Lead 0.46% -31.4% 95.9%

This experiment has a required sample size of 9,905 in order to be valid. Since the experiment had a total sample size of 21,105, 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
× 31.4% decrease in conversion rate
× 0% increase in average gift

Key Learnings

Unlike our other tests, on the volunteer campaign, a custom conversion performed better. I believe that this is due to the uniqueness of the volunteer conversion we are optimizing for compared to a standard “lead” event. Donations are essentially purchases, so the standard purchase event worked better on our donor acquisition campaigns.


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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.