How changing the CTA button on a Facebook ad to download now impacted email acquisition rates
Experiment ID: #113507
Hoover Institution
Experiment Summary
Timeframe: 11/01/2022 - 12/31/2022
The Hoover Institution is the public policy think tank for Stanford University. Part of its outreach for the public is making available ebooks on specific topics available for download.
During the holiday season in 2021 we ran a test where we changed the CTA button on a Facebook ad promoting a specific ebook from ‘learn more’ to ‘download now.’ Our hypothesis was since we were asking people to download the ebook on the landing page by providing their email address, using a ‘download now’ CTA button would reduce the friction.
Research Question
We believe that adding a download now button for ebook downloaders will achieve an increase in email acquisition rates.
Design
C: Learn More
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Learn More | 0.32% | ||
| T1: | Download | 0.48% | 48.3% | 100.0% |
This experiment has a required sample size of 12,230 in order to be valid. Since the experiment had a total sample size of 393,255, 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
× 48.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
By simply changing the CTA button to download now, Hoover had a 48.3% increase in email acquisition rates, with a 99.9% level of confidence. Tying a download of an ebook into the button copy made a significant impact for Hoover. This is a test we should continue running on multiple offers.