How Bullet Points in a Facebook Ad Affect the Clarity of the Value Proposition [Lookalikes]
Experiment ID: #11769
NextAfter
Experiment Summary
Timeframe: 10/02/2017 - 10/13/2017
When launching acquisition ads for our new online course on Turning Facebook Likes Into Donors, we wondered if we there was a way to more clearly communicate all the various learnings that someone would get out of the course.
Rather than writing a few paragraphs as we had been, we tested using bullet points within the Facebook ad to clearly point out what we believed to be some of the most valuable aspects of the course.
We launched this test across each target audience. The results below are from the ad set targeting our housefile lookalikes.
Research Question
Will the use of bullet points in a Facebook ad make the value of the course clearer, and lead to more course registrations?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.4% | ||
| T1: | Bullet Points | 0.26% | -81.0% | 98.9% |
This experiment has a required sample size of 673 in order to be valid. Since the experiment had a total sample size of 1,495, 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
× 81.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The use of bullet points with the housefile lookalikes audience saw an 81% decrease in course registrations. This result, combined with the result of the Network for Good audience test, continues to confirm our hypothesis that the use of bullet points is less effective with an audience that is not familiar with NextAfter.
They need to see the full value proposition of the offer in order to understand its credibility and depth, whereas our housefile already trusts our work and just needs to quickly see whether the offer is relevant to them.