Does using a PDF icon on a content offer’s Facebook ad impact signups?
Experiment ID: #184933
First Baptist Dallas
Experiment Summary
Timeframe: 07/02/2024 - 07/31/2024
Pathway to Victory is the broadcast ministry of First Dallas
PTV offers multiple digital content offers in an effort to acquire new names, new donors, and to keep known contacts and donors engaged with content.
One of PTV’s most successful offers is about Billy Graham. In an effort to increase the success of this offer, we decided to test adding a PDF icon on the image.
Research Question
We believe that adding a PDF icon on Facebook creative for Facebook traffic will achieve a higher sign up rate because there is clarity in the type of offer they are receiving.
Design
C: PTV NNA Billy Graham
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | PTV NNA Billy Graham | 0.48% | ||
| T1: | PTV NNA Billy Graham pdf | 0.43% | -10.0% | 83.8% |
This experiment has a required sample size of 153,113 in order to be valid. Since the experiment had a total sample size of 155,212, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment include:
The treatment, which involved adding a PDF icon to the Facebook creative, resulted in a 10.0% decrease in Complete Registrations for All Traffic with a 83.8% statistical level of confidence. However, since the confidence level is below the 85% threshold, the results cannot be considered valid for future decision-making