How a more direct call to action in a Facebook ad impacted clicks
Experiment ID: #132577
American Cornerstone Institute
Experiment Summary
Ended On: 03/02/2023
In a previous test on this offer, we tested short copy vs. longer copy and found that the longer copy version motivated more visitors to click the ad. In this next iteration, we wanted to test back into using shorter copy but installing the learning from the previous experiment which was that visitors needed clarity about the pledge they would be signing before they would commit to taking the next step. So this time, we kept the outline of the four pillars they would be agreeing to in the pledge in the copy, but removed all the extra lead-in copy. The treatment also introduced checkbox emojis to indicate each statement of the pledge they would be agreeing with if they signed.
Research Question
We believe that concisely communicating the call to action for Facebook ad viewers will achieve an increase in clickthrough rate because it kicks off the cognitive momentum to keep things congruent with the landing page copy.
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.4% | ||
| T1: | Treatment #1 | 1.6% | 15.2% | 100.0% |
This experiment has a required sample size of 26,703 in order to be valid. Since the experiment had a total sample size of 260,238, 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:
15.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that concise communication of the call to action in Facebook ads significantly increases clickthrough rates. By removing unnecessary lead-in copy and emphasizing the four pillars of the pledge with checkbox emojis, the treatment achieved a 15.2% increase in clicks for all traffic with a 100.0% statistical level of confidence. This suggests that visitors respond well to clear, concise messaging that ensures congruence with the landing page. In future experiments, it would be beneficial to continue testing variations of concise messaging and strong calls to action that align with the landing page content.