311.6% lift How a direct call-to-action in a Facebook ad impacts conversion

Date Added: April 12, 2018 Research Partner: Boys Town Element tested: Advertising

Boys Town was running Facebook ads that targeted their direct mail file with an opportunity to take a survey. We hypothesized that a more direct call-to-action might increase conversion for this ad. To find out, we tested two different headlines - a soft one, "Learn More>>" and a hard one, "Start Your Survey>>". All of the other copy in the ad remained the same.

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55.6% lift How communicating the benefit and the offer in a Facebook ad headline can impact conversion

Date Added: March 22, 2018 Research Partner: Boys Town Element tested: Advertising

Boys Town offers a free email series on how to discipline Tweens. They offer this resource through paid Facebook ads. In a previous experiment, they tested the headline of the Facebook ad and learned that people are more motivated by what they get than the benefit of the offer. We wanted to build upon those learnings and hypothesized that a hybrid headline that incorporated the benefit AND the offer might increase conversion. The control headline said, "Free Email Series on Tween Discipline" and the treatment said, "Effectively Discipline Your Tween - Get the Free Email Series".

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27.7% lift How using reader-centric value proposition impacts conversion on Facebook ads

Date Added: February 28, 2018 Research Partner: Boys Town Element tested: Advertising

Boys Town has a free email series they offer parents on how to handle tantrums with their toddler. They use paid advertising to offer this series to potential subscribers and donors. The original Facebook ad used organization-centric copy, briefly describing how the series was created and offering it to their target Facebook audience for free. We wondered if we could re-write the copy to have a stronger value proposition and focus on the needs of the reader instead. We tested this version against the control to see if we could drive more traffic to the acquisition page.

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-14.6% drop How a value focused headline on a Facebook ad impacts conversion

Date Added: February 27, 2018 Research Partner: Boys Town Element tested: Advertising

Boys Town runs Facebook ads promoting a free parenting series for Tweens. We hypothesized that a headline more focused on the value of the offer might help increase conversion. The control headline was specific to what the content offer was "Free Email Series on Tween Discipline". The treatment we developed communicated the benefit of the offer, "Learn How to Effectively Discipline Your Tween". We tested the two against each other to see which would increase conversion.

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