How a more action oriented webinar title affects registrations from a Facebook ad
Experiment ID: #9631
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 our Housefile lookalike audience. 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 increase webinar registrations?
Design
C: Elements of a Year-End Donation Page
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T1: How to Craft Your Year-End Donation Page
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Elements of a Year-End Donation Page | 0.43% | ||
| T1: | How to Craft Your Year-End Donation Page | 0.00% | -100.0% | 99.5% |
This experiment has a required sample size of 1,305 in order to be valid. Since the experiment had a total sample size of 2,513, 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
× 100.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This significant decrease in conversions runs contradictory to results we saw with other audiences. It could support a theory that this lookalike audience is more leadership than practitioner, as more theoretical type of content seems to perform better than more practical with this group. Although, this should be understood in content as the control did not perform very well with this group either – despite a significant difference.