How using more vigorous copy that focuses on providing value to the reader in Facebook ads affects email acquisition
Experiment ID: #192344
Dallas Theological Seminary
Experiment Summary
Ended On: 10/23/2024
Dallas Theological Seminary used Facebook ads to promote their free online course How to Read the Bible Like a Seminary Professor. The objective of the ads was to acquire new email addresses. The original ad copy focused on the organization first. Would more vigorous ad copy that provided value to the reader result in an increase in motivation and email acquisition?
Research Question
We believe that providing value through more vigorous copy for Facebook ad recipients will achieve more email acquisition because it will motivate them to take action.
Design
C: Control
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[thumb_271_271-width] => 135
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 86
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 230
[thumb_372_461-height] => 461
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[thumb_372_500-width] => 249
[thumb_372_500-height] => 500
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[thumb_385_270-width] => 135
[thumb_385_270-height] => 270
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[thumb_448_410_retina-width] => 359
[thumb_448_410_retina-height] => 720
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[thumb_574_382-width] => 190
[thumb_574_382-height] => 382
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.03% | ||
| T1: | Treatment #1 | 0.05% | 40.9% | 21.6% |
| T2: | Treatment #2 | 0.14% | 318.9% | 90.0% |
| T3: | Treatment #3 | 0.08% | 148.4% | 96.1% |
| T4: | Treatment #4 | 0.11% | 240.2% | 94.8% |
This experiment has a required sample size of 13,798 in order to be valid. Since the experiment had a total sample size of 55,200, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Providing value through more vigorous ad copy can significantly increase email acquisition rates. The treatment, which included more engaging and valuable ad copy, resulted in a 148.4% increase in emails acquired compared to the control group. This success was achieved with a high level of statistical confidence at 96.1%.
In future experimentation, it is essential to prioritize providing value to the audience in ad copy. By focusing on how the offering can benefit the reader and addressing their needs and interests, it is more likely to motivate them to take action, such as providing their email address. This approach can be applied to other marketing campaigns to improve results and increase the effectiveness of acquiring new leads or customers.