How optimizing remarketing ads for video views decreased donor conversion rate Experiment ID: #18922

The Heritage Foundation

Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.

Experiment Summary

Timeframe: 10/14/2019 - 11/30/2019

In an attempt to better understand the best way to reach newly acquired subscribers with remarketing messages to convert them into first time donors, The Heritage Foundation wanted to experiment with the optimization events to determine which approach was most effective.

Research Question

Will using “video views” be more effective as a conversion event to convert first time donors?

Design

C: Remarketing w/Purchase Optimization
T1: Remarketing w/Video Optimization

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Remarketing w/Purchase Optimization 0.05%
T1: Remarketing w/Video Optimization 0.01% -87.8% 100.0%

This experiment has a required sample size of 16,221 in order to be valid. Since the experiment had a total sample size of 69,194, 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
× 87.8% decrease in conversion rate
× 0% increase in average gift

Key Learnings

With a 99.9% level of confidence, using the “video view” optimization event for a video-based remarketing ad decreased donor conversion rate by 87.8%.

It would appear that using the “purchase” conversion event in Facebook remarketing campaigns is the most effective approach, considering we attempted to experiment with “landing pageviews” earlier in the year for a similar campaign type.


Experiment Documented by...

Greg Colunga

Greg is Executive Vice President 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.