How Bullet Points in a Facebook Ad Affect the Clarity of the Value Proposition
Experiment ID: #7572
NextAfter
Experiment Summary
Timeframe: 10/02/2017 - 10/09/2017
When launching acquisition ads for our new online course on Turning Facebook Likes Into Donors, we wondered if we there was a way to more clearly communicate all the various learnings that someone would get out of the course.
Rather than writing a few paragraphs as we had been, we tested using bullet points within the Facebook ad to clearly point out what we believed to be some of the most valuable aspects of the course.
We launched this test across each target audience. The results below reflect are from the ad set targeting the Network for Good Facebook interest.
Research Question
Will the use of bullet points in a Facebook ad make the value of the course clearer, and lead to more course registrations?
Design
C: Control
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T1: Bullet Points
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.9% | ||
| T1: | Bullet Points | 0.74% | -75.0% | 99.7% |
This experiment has a required sample size of 282 in order to be valid. Since the experiment had a total sample size of 1,327, 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
× 75.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
For this audience, the result was a resounding “No.” The Network for Good audience had a 75% decrease in course registrations when shown the bullet points ad.
Each post had a comparable amount of clicks to the landing page, implying that people who viewed the control were more primed to complete their registration. It’s possible that by adding these bullet points, it made it easier for someone to skim through the post and not experience the full value proposition of the offer.
This learning should not be taken out of context and applied to every audience. Other ad sets targeting different audience segments are approaching validity with the Bullet Point ad as the winning treatment.