How a more actionable title affects webinar registrations
Experiment ID: #9765
NextAfter
Experiment Summary
Timeframe: 11/01/2018 - 11/15/2018
In this experiment, we were advertising a new webinar on Year-End donation pages on Facebook targeting people who like Blackbaud Facebook page. The original ad we created focused on learning the essential elements of a year-end donation page. But we wondered if we changed the title in the ad to be more action oriented would lead to greater webinar signups. The treatment focused on “How to craft your year-end donation page.”
Research Question
Will a more action-oriented webinar title lead to greater registrations?
Design
C: Elements of a Year-End Page
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T1: How to Craft A Year-End Donation Page
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Elements of a Year-End Page | 0.31% | ||
| T1: | How to Craft A Year-End Donation Page | 1.1% | 275.3% | 95.5% |
This experiment has a required sample size of 845 in order to be valid. Since the experiment had a total sample size of 1,523, 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
× 275.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
When we focused the headline of the ad on the value to the visitor instead of simply addressing what they would see, we saw a 275% increase in the number of emails acquired. This is another example of ensuring every step of the acquisition funnel communicates the benefits to the visitor and not the work they will have to do or simply what the offer is.