How the body copy in a Facebook ad affects donor conversion rate Experiment ID: #19218

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Ended On: 12/2/2019

Buckner International was running a test on the value proposition of their 7 Scriptures campaign ad copy. The new ad copy specifically talks to parents and grandparents and addresses the fears and worries they face for those children in their life every day. It also spaces out the different elements of the value proposition (scripture, contents of the devotional, etc.) in a different format.

Research Question

Will an updated ad improve donor conversion?

Design

C: Control
T1: Treatment #1

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.02%
T1: Treatment #1 0.48% 2,384.8% 100.0%

This experiment has a required sample size of 371 in order to be valid. Since the experiment had a total sample size of 37,836, 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
× 2,384.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment copy increased purchases by over 2,000%. It seems like this new value proposition resonated with the audiences we were targeting more than the control ad, however, the control ads did receive a higher clickthrough and email acquisition rate.


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.