How updating the call-to-action button on a Facebook ad impacts click-throughs
Experiment ID: #136917
Avila Foundation
Experiment Summary
Timeframe: 02/01/2023 - 03/03/2023
Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.
For the launch of a new course led by Dan Burke, the founder of Avila, we wanted to test whether a change in the call-to-action on a Facebook ad would make an impact on click-throughs.
Our standard control for most of Avila’s ads has been to use a ‘learn more’ call to action; in this experiment, since we were asking people to sign up to take the course, we tested learn more versus a ‘sign up’ call to action button.
Research Question
We believe that changing the call to action button for potential course takes will achieve a change in course sign up rates because the button relates to the action we are asking them to take. .
Design
C: Learn More
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Learn More | 1.4% | ||
| T1: | Sign Up | 1.3% | -6.7% | 94.9% |
This experiment has a required sample size of 121,450 in order to be valid. Since the experiment had a total sample size of 243,397, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that changing the call-to-action button from ‘Learn More’ to ‘Sign Up’ did not lead to an increase in click-throughs for Avila Foundation’s new course. The treatment resulted in a 6.7% decrease in clicks, which was statistically significant with a 94.9% level of confidence.
However, when viewing this experiment through the lens of how many people actually signed up for the course, the results are different. While there was a higher number of clicks on the ‘learn more’ control version, it actually had a 6.3% less sign-up rate once those people got to the landing page. Thus, we can see a correlation between asking people to sign up as the call-to-action, and them actually going through the process. While this only had a 61% level of confidence, it does show a directional lift in response.
Continued testing for this kind of experiment is needed. Future variations could include making the copy of the ad itself correlate more to the call to action, and/or testing within the ad headlines as well so they correlate to the call-to-action button.