How the body copy in a Facebook ad affects donor conversion rate Experiment ID: #19218
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.
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.
Will an updated ad improve donor conversion?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
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
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.