How long-form copy on Facebook ads affects conversion vs short-form copy
Experiment ID: #11779
Hoover Institution
Experiment Summary
Timeframe: 12/15/2017 - 03/22/2018
We had traditionally used relatively short copy for this client’s ebook offer Facebook ads, usually just one short paragraph briefly describing the offer. However, it was suggested that since we know from previous tests that long-form copy has in some cases outperformed shorter copy on landing pages … why not apply that learning to Facebook ad copy and see if long-form copy in the ad would perhaps convey a greater sense of value and drive more conversions?
Research Question
Would long-form copy in Facebook ads increase the value proposition and drive up conversion rate over ads with short copy?
Design
C: Short-Form Copy
Array
(
[0] => Array
(
[ID] => 62643
[id] => 62643
[title] => Short-Form_Copy.jpg
[filename] => Short-Form_Copy-3.jpg
[filesize] => 53438
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[link] => https://www.nextafter.com/experiments/how-long-form-copy-on-facebook-ads-affects-conversion-vs-short-form-copy-2/attachment/short-form_copy-jpg-18/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => short-form_copy-jpg-18
[status] => inherit
[uploaded_to] => 37654
[date] => 2024-08-08 16:32:20
[modified] => 2024-08-08 16:32:20
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 408
[height] => 536
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-228x300.jpg
[medium-width] => 228
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[medium_large-width] => 408
[medium_large-height] => 536
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[large-width] => 408
[large-height] => 536
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[1536x1536-width] => 408
[1536x1536-height] => 536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[2048x2048-width] => 408
[2048x2048-height] => 536
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-38x50.jpg
[admin-width] => 38
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[full-width] => 408
[full-height] => 536
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-372x489.jpg
[thumb_372-width] => 372
[thumb_372-height] => 489
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[single_post_thumbnail-width] => 408
[single_post_thumbnail-height] => 536
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-24x32.jpg
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-37x48.jpg
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-49x64.jpg
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-97x128.jpg
[thumb_128_128-width] => 97
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-51x67.jpg
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-116x153.jpg
[thumb_153_153-width] => 116
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-124x163.jpg
[thumb_130_163-width] => 124
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-135x177.jpg
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[thumb_272_325-width] => 408
[thumb_272_325-height] => 536
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-263x346.jpg
[thumb_271_346-width] => 263
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-206x271.jpg
[thumb_271_271-width] => 206
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-131x172.jpg
[thumb_272_172-width] => 131
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-351x461.jpg
[thumb_372_461-width] => 351
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-372x489.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 489
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-206x270.jpg
[thumb_385_270-width] => 206
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-183x241.jpg
[thumb_416_241-width] => 183
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-312x410.jpg
[thumb_448_410-width] => 312
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[thumb_448_410_retina-width] => 408
[thumb_448_410_retina-height] => 536
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-291x382.jpg
[thumb_574_382-width] => 291
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-301x395.jpg
[thumb_776_395-width] => 301
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 62645
[id] => 62645
[title] => Long-Form_Copy.jpg
[filename] => Long-Form_Copy-3.jpg
[filesize] => 72096
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[link] => https://www.nextafter.com/experiments/how-long-form-copy-on-facebook-ads-affects-conversion-vs-short-form-copy-2/attachment/long-form_copy-jpg-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => long-form_copy-jpg-15
[status] => inherit
[uploaded_to] => 37654
[date] => 2024-08-08 16:32:21
[modified] => 2024-08-08 16:32:21
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 344
[height] => 601
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-172x300.jpg
[medium-width] => 172
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[medium_large-width] => 344
[medium_large-height] => 601
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[large-width] => 344
[large-height] => 601
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[1536x1536-width] => 344
[1536x1536-height] => 601
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[2048x2048-width] => 344
[2048x2048-height] => 601
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[full-width] => 344
[full-height] => 601
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[thumb_372-width] => 344
[thumb_372-height] => 601
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[single_post_thumbnail-width] => 344
[single_post_thumbnail-height] => 601
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-73x128.jpg
[thumb_128_128-width] => 73
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-38x67.jpg
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-88x153.jpg
[thumb_153_153-width] => 88
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-93x163.jpg
[thumb_130_163-width] => 93
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-101x177.jpg
[thumb_232_177-width] => 101
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[thumb_272_325-width] => 344
[thumb_272_325-height] => 601
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-198x346.jpg
[thumb_271_346-width] => 198
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-155x271.jpg
[thumb_271_271-width] => 155
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-98x172.jpg
[thumb_272_172-width] => 98
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-264x461.jpg
[thumb_372_461-width] => 264
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-286x500.jpg
[thumb_372_500-width] => 286
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-155x270.jpg
[thumb_385_270-width] => 155
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-138x241.jpg
[thumb_416_241-width] => 138
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-235x410.jpg
[thumb_448_410-width] => 235
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[thumb_448_410_retina-width] => 344
[thumb_448_410_retina-height] => 601
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-219x382.jpg
[thumb_574_382-width] => 219
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-226x395.jpg
[thumb_776_395-width] => 226
[thumb_776_395-height] => 395
) ) )
T1: Long-Form Copy
Array
(
[0] => Array
(
[ID] => 62643
[id] => 62643
[title] => Short-Form_Copy.jpg
[filename] => Short-Form_Copy-3.jpg
[filesize] => 53438
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[link] => https://www.nextafter.com/experiments/how-long-form-copy-on-facebook-ads-affects-conversion-vs-short-form-copy-2/attachment/short-form_copy-jpg-18/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => short-form_copy-jpg-18
[status] => inherit
[uploaded_to] => 37654
[date] => 2024-08-08 16:32:20
[modified] => 2024-08-08 16:32:20
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 408
[height] => 536
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-228x300.jpg
[medium-width] => 228
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[medium_large-width] => 408
[medium_large-height] => 536
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[large-width] => 408
[large-height] => 536
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[1536x1536-width] => 408
[1536x1536-height] => 536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[2048x2048-width] => 408
[2048x2048-height] => 536
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-38x50.jpg
[admin-width] => 38
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[full-width] => 408
[full-height] => 536
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-372x489.jpg
[thumb_372-width] => 372
[thumb_372-height] => 489
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[single_post_thumbnail-width] => 408
[single_post_thumbnail-height] => 536
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-24x32.jpg
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-37x48.jpg
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-49x64.jpg
[thumb_64_64-width] => 49
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-97x128.jpg
[thumb_128_128-width] => 97
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-51x67.jpg
[thumb_122_67-width] => 51
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-116x153.jpg
[thumb_153_153-width] => 116
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-124x163.jpg
[thumb_130_163-width] => 124
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-135x177.jpg
[thumb_232_177-width] => 135
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[thumb_272_325-width] => 408
[thumb_272_325-height] => 536
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-263x346.jpg
[thumb_271_346-width] => 263
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-206x271.jpg
[thumb_271_271-width] => 206
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-131x172.jpg
[thumb_272_172-width] => 131
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-351x461.jpg
[thumb_372_461-width] => 351
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-372x489.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 489
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-206x270.jpg
[thumb_385_270-width] => 206
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-183x241.jpg
[thumb_416_241-width] => 183
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-312x410.jpg
[thumb_448_410-width] => 312
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3.jpg
[thumb_448_410_retina-width] => 408
[thumb_448_410_retina-height] => 536
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-291x382.jpg
[thumb_574_382-width] => 291
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Short-Form_Copy-3-301x395.jpg
[thumb_776_395-width] => 301
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 62645
[id] => 62645
[title] => Long-Form_Copy.jpg
[filename] => Long-Form_Copy-3.jpg
[filesize] => 72096
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[link] => https://www.nextafter.com/experiments/how-long-form-copy-on-facebook-ads-affects-conversion-vs-short-form-copy-2/attachment/long-form_copy-jpg-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => long-form_copy-jpg-15
[status] => inherit
[uploaded_to] => 37654
[date] => 2024-08-08 16:32:21
[modified] => 2024-08-08 16:32:21
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 344
[height] => 601
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-172x300.jpg
[medium-width] => 172
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[medium_large-width] => 344
[medium_large-height] => 601
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[large-width] => 344
[large-height] => 601
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[1536x1536-width] => 344
[1536x1536-height] => 601
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[2048x2048-width] => 344
[2048x2048-height] => 601
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-29x50.jpg
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[full-width] => 344
[full-height] => 601
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[thumb_372-width] => 344
[thumb_372-height] => 601
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[single_post_thumbnail-width] => 344
[single_post_thumbnail-height] => 601
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-37x64.jpg
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-73x128.jpg
[thumb_128_128-width] => 73
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-38x67.jpg
[thumb_122_67-width] => 38
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-88x153.jpg
[thumb_153_153-width] => 88
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-93x163.jpg
[thumb_130_163-width] => 93
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-101x177.jpg
[thumb_232_177-width] => 101
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[thumb_272_325-width] => 344
[thumb_272_325-height] => 601
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-198x346.jpg
[thumb_271_346-width] => 198
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-155x271.jpg
[thumb_271_271-width] => 155
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-98x172.jpg
[thumb_272_172-width] => 98
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-264x461.jpg
[thumb_372_461-width] => 264
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-286x500.jpg
[thumb_372_500-width] => 286
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-155x270.jpg
[thumb_385_270-width] => 155
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-138x241.jpg
[thumb_416_241-width] => 138
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-235x410.jpg
[thumb_448_410-width] => 235
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3.jpg
[thumb_448_410_retina-width] => 344
[thumb_448_410_retina-height] => 601
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-219x382.jpg
[thumb_574_382-width] => 219
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long-Form_Copy-3-226x395.jpg
[thumb_776_395-width] => 226
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Short-Form Copy | 0.35% | ||
| T1: | Long-Form Copy | 0.50% | 42.2% | 100.0% |
This experiment has a required sample size of 16,512 in order to be valid. Since the experiment had a total sample size of 891,721, 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
× 42.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The 42% lift illustrates that despite what many might think and what “best practices” might indicate, plenty of people are willing to read through a lengthy post on Facebook if it communicates a good value proposition and speaks to an area of interest to them. And while the audiences for this client may be a bit more philosophical and cerebral than most, the dramatic lift in conversion certainly makes long-form copy in Facebook ads a tactic worth testing with other organizations and audiences as well.