How a value proposition focused ad headline affects webinar conversion rates [NextAfter Traffic]
Experiment ID: #7882
NextAfter
Experiment Summary
Timeframe: 10/30/2017 - 11/16/2017
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 ad set targeting the NextAfter.com Traffic.
Research Question
Will a value proposition focused headline result in greater webinar registrations?
Design
C: Learn More
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Learn More | 2.1% | ||
| T1: | Value Prop Headline | 3.6% | 72.6% | 98.7% |
This experiment has a required sample size of 993 in order to be valid. Since the experiment had a total sample size of 3,023, 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:
72.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment saw a 72% increase in clickthroughs to the landing page, and was approaching validity on a 70% increase in conversions.
This shows us that focusing the ad headline on the value proposition with this audience helps create additional clarity about the offer, and increases the liklihood that someone will register.