How a “personal note” creative on Facebook impacted donor conversions
Experiment ID: #194040
Pathway to Victory
Experiment Summary
Ended On: 12/16/2024
Pathway to Victory is the broadcast ministry of First Dallas.
Each late November/December PTV promotes their brand-new daily devotional for the upcoming year.
In order to maximize Facebook donor conversions, we decided to test a personal note style creative from Dr. Robert Jeffress
Research Question
We believe that a personal note creative for Facebook viewers will achieve a higher donor conversion rate because there is a human connection with the ad.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.03% | ||
| T1: | Treatment #1 | 0.09% | 212.3% | 100.0% |
This experiment has a required sample size of 11,330 in order to be valid. Since the experiment had a total sample size of 145,349, 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
× 212.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that utilizing a personal note creative, specifically from Dr. Robert Jeffress, resulted in a significant increase in donor conversions for Pathway to Victory. The treatment, which included a personal note from Dr. Jeffress in the Facebook ad, outperformed the control group by 212.3% with a statistical confidence level of 100.0%.
The cost per donation also dropped by 56% with the treatment version.
In future experimentation, it is crucial to continue incorporating personalization and human connection in advertising efforts. Viewers responded positively to the personal touch from Dr. Jeffress, indicating that establishing a connection with the audience can drive higher donor conversions. This experiment highlights the importance of creating authentic and relatable content that resonates with viewers and fosters a sense of trust and connection. Moving forward, Pathway to Victory should continue to leverage personal notes or messages from key figures within the organization to enhance donor engagement and drive conversions.