How a different value proposition affects webinar registrations from a Facebook ad Experiment ID: #19032

NextAfter

Experiment Summary

Timeframe: 11/7/2019 - 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

C: Are You Ready for Giving Tuesday?
T1: Common Misconception About Giving Tuesday

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…

  1. We now have a better starting place for marketing Giving Tuesday content in the future.
  2. 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.


Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist 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.