Compassion International

How Facebook ad content at year-end affects clickthrough rate

Experiment ID: #8334

Compassion International

Experiment Summary

Timeframe: 12/21/2017 - 12/31/2017

Compassion International was advertising on Facebook promoting one-time donations leading up to the end of the calendar year. They wanted to test different types in the content of the ad to see which drove the most traffic to their donation page. They launched three different types of ads, testing three hypotheses. The first ad was centered around the tax-deductible nature of the gift, with a generic image. The second ad featured a story of a boy who suffered horrible burns and was treated through the generosity of Compassion donors. The third ad highlighted urgency, with only a few days left before the end of the year.

Research Question

Which type of Facebook ad content will drive the most traffic at year-end?

Design

C: Tax Deductible

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T1: Steven Story

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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/urgent-312x395.png [thumb_776_395-width] => 312 [thumb_776_395-height] => 395 ) ) )

Results

	Treatment Name	Click Rate	Relative Difference	Confidence
C:	Tax Deductible	0.08%
T1:	Steven Story	0.16%	84.5%	100.0%
T2:	Don't Wait	0.03%	-69.1%	99.9%

This experiment has a required sample size of 9,313 in order to be valid. Since the experiment had a total sample size of 340,643, 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:

84.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The story-focused ad around the young boy produced a big lift in clicks, even though it contained a direct ask. However, the overall number of donors was quite low—and the story-focused ad didn’t produce a proportionate amount more donors, despite the big increase in traffic. This tells us that people who clicked this—even though they clicked a link that said “make your donation now”—weren’t ready to give.

There are two alternatives to this:

Increase motivation by increasing the force of the value proposition in the ad copy. This gives you the chance to get more motivated traffic.
Increase conversion by optimizing the landing page. If people are clicking but not converting, then maybe the landing page isn’t doing its job. Better copy and a stronger value proposition here (or less friction) could increase conversions from your traffic.

Most likely, a combination of both is needed. But due to the short time to test in year-end, it’s not immediately testable.

Experiment Documented by Jeff Giddens

Jeff Giddens is President of NextAfter.

Question about experiment #8334

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.