How a value proposition focused ad headline affects webinar conversion rates
Experiment ID: #7862
NextAfter
Experiment Summary
Timeframe: 10/30/2017 - 11/10/2017
When launching a Facebook ad campaign for an upcoming webinar, we wondered if the traditional “Learn More” headline was strong enough of a headline to prompt someone to click and register. We thought it was possible that packing more value proposition into the headline could create more clarity up front, and result in greater conversion rates.
We created a treatment using “Optimize Your Donation Pages with These 21 Elements” as the new headline, and ran the test. The results below are from the as set targeting the NextAfter Housefile Lookalikes audience.
Research Question
Will a value proposition focused headline result in greater webinar registrations?
Design
C: Learn More
Array
(
[0] => Array
(
[ID] => 14327
[id] => 14327
[title] => Ad-Test-Control.png
[filename] => Ad-Test-Control.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[link] => https://www.nextafter.com/experiments/how-a-value-proposition-focused-ad-headline-affects-webinar-conversion-rates/attachment/ad-test-control-png/
[alt] =>
[author] => 3
[description] =>
[caption] =>
[name] => ad-test-control-png
[status] => inherit
[uploaded_to] => 14326
[date] => 2021-02-25 08:09:08
[modified] => 2021-02-25 08:09:08
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 500
[height] => 645
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-233x300.png
[medium-width] => 233
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[medium_large-width] => 500
[medium_large-height] => 645
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[large-width] => 500
[large-height] => 645
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[1536x1536-width] => 500
[1536x1536-height] => 645
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[2048x2048-width] => 500
[2048x2048-height] => 645
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-500x400.png
[ab-block-post-grid-landscape-width] => 500
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-500x600.png
[ab-block-post-grid-square-width] => 500
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[tp-image-grid-width] => 500
[tp-image-grid-height] => 645
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-39x50.png
[admin-width] => 39
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[full-width] => 500
[full-height] => 645
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-372x480.png
[thumb_372-width] => 372
[thumb_372-height] => 480
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-484x625.png
[single_post_thumbnail-width] => 484
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-50x64.png
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-99x128.png
[thumb_128_128-width] => 99
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-52x67.png
[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-119x153.png
[thumb_153_153-width] => 119
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-126x163.png
[thumb_130_163-width] => 126
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-137x177.png
[thumb_232_177-width] => 137
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[thumb_272_325-width] => 500
[thumb_272_325-height] => 645
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-268x346.png
[thumb_271_346-width] => 268
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-210x271.png
[thumb_271_271-width] => 210
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-133x172.png
[thumb_272_172-width] => 133
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-357x461.png
[thumb_372_461-width] => 357
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-372x480.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 480
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-209x270.png
[thumb_385_270-width] => 209
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-187x241.png
[thumb_416_241-width] => 187
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-318x410.png
[thumb_448_410-width] => 318
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[thumb_448_410_retina-width] => 500
[thumb_448_410_retina-height] => 645
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-296x382.png
[thumb_574_382-width] => 296
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-306x395.png
[thumb_776_395-width] => 306
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 14328
[id] => 14328
[title] => Ad-Test-Value-Prop-Headline.png
[filename] => Ad-Test-Value-Prop-Headline.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[link] => https://www.nextafter.com/experiments/how-a-value-proposition-focused-ad-headline-affects-webinar-conversion-rates/attachment/ad-test-value-prop-headline-png/
[alt] =>
[author] => 3
[description] =>
[caption] =>
[name] => ad-test-value-prop-headline-png
[status] => inherit
[uploaded_to] => 14326
[date] => 2021-02-25 08:09:13
[modified] => 2021-02-25 08:09:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 500
[height] => 645
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-233x300.png
[medium-width] => 233
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[medium_large-width] => 500
[medium_large-height] => 645
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[large-width] => 500
[large-height] => 645
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[1536x1536-width] => 500
[1536x1536-height] => 645
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[2048x2048-width] => 500
[2048x2048-height] => 645
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-500x400.png
[ab-block-post-grid-landscape-width] => 500
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-500x600.png
[ab-block-post-grid-square-width] => 500
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[tp-image-grid-width] => 500
[tp-image-grid-height] => 645
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-39x50.png
[admin-width] => 39
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[full-width] => 500
[full-height] => 645
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-372x480.png
[thumb_372-width] => 372
[thumb_372-height] => 480
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-484x625.png
[single_post_thumbnail-width] => 484
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-50x64.png
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-99x128.png
[thumb_128_128-width] => 99
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-52x67.png
[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-119x153.png
[thumb_153_153-width] => 119
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-126x163.png
[thumb_130_163-width] => 126
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-137x177.png
[thumb_232_177-width] => 137
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[thumb_272_325-width] => 500
[thumb_272_325-height] => 645
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-268x346.png
[thumb_271_346-width] => 268
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-210x271.png
[thumb_271_271-width] => 210
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-133x172.png
[thumb_272_172-width] => 133
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-357x461.png
[thumb_372_461-width] => 357
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-372x480.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 480
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-209x270.png
[thumb_385_270-width] => 209
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-187x241.png
[thumb_416_241-width] => 187
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-318x410.png
[thumb_448_410-width] => 318
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[thumb_448_410_retina-width] => 500
[thumb_448_410_retina-height] => 645
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-296x382.png
[thumb_574_382-width] => 296
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-306x395.png
[thumb_776_395-width] => 306
[thumb_776_395-height] => 395
) ) )
T1: Value Prop Headline
Array
(
[0] => Array
(
[ID] => 14327
[id] => 14327
[title] => Ad-Test-Control.png
[filename] => Ad-Test-Control.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[link] => https://www.nextafter.com/experiments/how-a-value-proposition-focused-ad-headline-affects-webinar-conversion-rates/attachment/ad-test-control-png/
[alt] =>
[author] => 3
[description] =>
[caption] =>
[name] => ad-test-control-png
[status] => inherit
[uploaded_to] => 14326
[date] => 2021-02-25 08:09:08
[modified] => 2021-02-25 08:09:08
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 500
[height] => 645
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-233x300.png
[medium-width] => 233
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[medium_large-width] => 500
[medium_large-height] => 645
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[large-width] => 500
[large-height] => 645
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[1536x1536-width] => 500
[1536x1536-height] => 645
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[2048x2048-width] => 500
[2048x2048-height] => 645
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-500x400.png
[ab-block-post-grid-landscape-width] => 500
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-500x600.png
[ab-block-post-grid-square-width] => 500
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[tp-image-grid-width] => 500
[tp-image-grid-height] => 645
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-39x50.png
[admin-width] => 39
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[full-width] => 500
[full-height] => 645
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-372x480.png
[thumb_372-width] => 372
[thumb_372-height] => 480
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-484x625.png
[single_post_thumbnail-width] => 484
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-50x64.png
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-99x128.png
[thumb_128_128-width] => 99
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-52x67.png
[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-119x153.png
[thumb_153_153-width] => 119
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-126x163.png
[thumb_130_163-width] => 126
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-137x177.png
[thumb_232_177-width] => 137
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[thumb_272_325-width] => 500
[thumb_272_325-height] => 645
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-268x346.png
[thumb_271_346-width] => 268
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-210x271.png
[thumb_271_271-width] => 210
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-133x172.png
[thumb_272_172-width] => 133
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-357x461.png
[thumb_372_461-width] => 357
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-372x480.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 480
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-209x270.png
[thumb_385_270-width] => 209
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-187x241.png
[thumb_416_241-width] => 187
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-318x410.png
[thumb_448_410-width] => 318
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control.png
[thumb_448_410_retina-width] => 500
[thumb_448_410_retina-height] => 645
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-296x382.png
[thumb_574_382-width] => 296
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Control-306x395.png
[thumb_776_395-width] => 306
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 14328
[id] => 14328
[title] => Ad-Test-Value-Prop-Headline.png
[filename] => Ad-Test-Value-Prop-Headline.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[link] => https://www.nextafter.com/experiments/how-a-value-proposition-focused-ad-headline-affects-webinar-conversion-rates/attachment/ad-test-value-prop-headline-png/
[alt] =>
[author] => 3
[description] =>
[caption] =>
[name] => ad-test-value-prop-headline-png
[status] => inherit
[uploaded_to] => 14326
[date] => 2021-02-25 08:09:13
[modified] => 2021-02-25 08:09:13
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 500
[height] => 645
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-233x300.png
[medium-width] => 233
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[medium_large-width] => 500
[medium_large-height] => 645
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[large-width] => 500
[large-height] => 645
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[1536x1536-width] => 500
[1536x1536-height] => 645
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[2048x2048-width] => 500
[2048x2048-height] => 645
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-500x400.png
[ab-block-post-grid-landscape-width] => 500
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-500x600.png
[ab-block-post-grid-square-width] => 500
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[tp-image-grid-width] => 500
[tp-image-grid-height] => 645
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-39x50.png
[admin-width] => 39
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[full-width] => 500
[full-height] => 645
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-372x480.png
[thumb_372-width] => 372
[thumb_372-height] => 480
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-484x625.png
[single_post_thumbnail-width] => 484
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-50x64.png
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-99x128.png
[thumb_128_128-width] => 99
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-52x67.png
[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-119x153.png
[thumb_153_153-width] => 119
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-126x163.png
[thumb_130_163-width] => 126
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-137x177.png
[thumb_232_177-width] => 137
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[thumb_272_325-width] => 500
[thumb_272_325-height] => 645
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-268x346.png
[thumb_271_346-width] => 268
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-210x271.png
[thumb_271_271-width] => 210
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-133x172.png
[thumb_272_172-width] => 133
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-357x461.png
[thumb_372_461-width] => 357
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-372x480.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 480
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-209x270.png
[thumb_385_270-width] => 209
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-187x241.png
[thumb_416_241-width] => 187
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-318x410.png
[thumb_448_410-width] => 318
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline.png
[thumb_448_410_retina-width] => 500
[thumb_448_410_retina-height] => 645
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-296x382.png
[thumb_574_382-width] => 296
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ad-Test-Value-Prop-Headline-306x395.png
[thumb_776_395-width] => 306
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Learn More | 0.00% | ||
| T1: | Value Prop Headline | 1.4% | 100.0% | 100.0% |
This experiment has a required sample size of 492 in order to be valid. Since the experiment had a total sample size of 1,011, 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% increase in conversion rate
× 0% increase in average gift
Key Learnings
The control received zero webinar registrations while the treatment had a conversion rate of 1.41%. Since this experiment reached a statistical confidence and a 99% statistical power, we can safely conclude that our Facebook audience of Housefile Lookalikes needed the additional clarity of the value proposition in order to fully understand why this webinar is valuable to them.
This result runs contrary to what we saw with the “Nonprofit News Sources” audience which yielded the opposite result. It’s possible that this value proposition is more relevant to and easily understood by our lookalikes. But those following major nonprofit publications may not have as clear of an understanding of “optimization” or a desire to learn the practicalities of creating a donation page.