How a different value proposition affects webinar registrations from a Facebook ad
NextAfter
Experiment Summary
Timeframe: 11/07/2019 - 11/15/2019
In this experiment, we were running Facebook ads to drive registrants for a webinar on Giving Tuesday strategies. I wrote the control version of the ads to be similar to the copy being used in the invitation email and the landing page. But after sending the initial invite, I received some unexpected responses from people telling my why they weren’t actually participating in Giving Tuesday this year.
After seeing this feedback, I wrote a treatment version of the ad playing off a common theme I heard in the email responses. Many people had the misconception that you need a large social media following in order to have any level of success on Giving Tuesday.
Research Question
Will addressing a common misconception about Giving Tuesday in the Facebook ad lead to greater registrations?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Are You Ready for Giving Tuesday? | 0.82% | ||
| T1: | Common Misconception About Giving Tuesday | 1.3% | 57.1% | 99.6% |
This experiment has a required sample size of 3,831 in order to be valid. Since the experiment had a total sample size of 16,067, 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
× 57.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment version led to a 57% increase in webinar registrations. This experiment gives us a couple key takeaways…
- We now have a better starting place for marketing Giving Tuesday content in the future.
- It shows the impact of utilizing customer/donor feedback to influence your marketing/fundraising copy. By listening to our subscribers and addressing common concerns in the copy, we were able to align the value proposition of our product with a deeper need.