How the body copy in a Facebook ad affects donor conversion rate
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: 12/02/2019
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 devo) in a different format.
Research Question
Design
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 2000%. It seems like this value proposition really 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.