How increasing relevance in a call-to-action affects clickthrough rate
Experiment ID: #14302
Jerusalem Prayer Team
Experiment Summary
Ended On: 06/05/2019
Gospel for Asia was running a microdonation campaign to promote their Bridge of Hope program on Facebook. While the program was performing well, they felt that there was room for optimization. After a review of the creative and the data, one simple optimization opportunity that stood out was the call-to-action on the Facebook ad. The CTA on the control said “Give them hope!”—which seemed very broad, and something that many nonprofits could say. The team proposed a CTA that was very specific to the story—”Give a child a childhood!” They hypothesized that this would drive more clicks to the donation page, which would give more donation opportunities. If conversion rate held, it could deliver more revenue.
Research Question
How will increasing relevance in a call-to-action affect clickthrough rate on a Facebook ad?
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 5.9% | ||
| T1: | Treatment #1 | 8.0% | 35.8% | 100.0% |
This experiment has a required sample size of 1,080 in order to be valid. Since the experiment had a total sample size of 36,983, 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:
35.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment CTA with increased relevance produced a 35.8% increase in clicks to the donation page. While this eventually will affect revenue, the team didn’t want to run an underperforming control any longer and rolled the winner out before attempting to validate on revenue.
This test, very simply, shows that congruence between message and CTA is incredibly important and can have a tremendous impact on motivating potential donors to take action. Further testing must be done on this funnel.