How two audience targeting criteria affects email acquisition conversion and cost Experiment ID: #21722

NextAfter

Experiment Summary

Timeframe: 5/20/2020 - 6/26/2020

We had previously tested into using a specific set of interest targeting criteria for driving more clicks from our blog ads. We wondered if this new interest targeting would lead to more conversions if used for direct email acquisition.

The control was a simple lookalike audience based on our subscriber list. The treatment was a series of interest criteria meant to target nonprofit fundraisers.

Research Question

Will a new set of Facebook interest targeting criteria lead to more email conversions?

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Subscriber Lookalikes 0.83%
T1: Fundraiser Interest Targeting 1.9% 132.0% 100.0%

This experiment has a required sample size of 685 in order to be valid. Since the experiment had a total sample size of 202,456, 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
× 132.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The interest targeting led to a 132% increase in conversion rate over our normal lookalike audience. It also led to a 29% cheaper cost per email.


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.