How value proposition focused copy in a Facebook ad can create fear and impact acquisition
Experiment ID: #6602
National Breast Cancer Foundation
Experiment Summary
Timeframe: 03/27/2017 - 05/11/2017
National Breast Cancer Foundation was running Facebook ads to promote their eBook, Healthy Living Guide. They wanted to test whether including a value prop on the image copy (“Find out if you’re at risk for cancer”) would increase conversions more than asking people to “Get the Guide.” All other elements of the ad remained the same.
Research Question
Does including a value proposition on image copy increase conversions more than a clear offer (“get the guide”)?
Design
C: Get the Guide
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T1: Find Out if You're at Risk
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Get the Guide | 0.68% | ||
| T1: | Find Out if You're at Risk | 0.42% | -38.9% | 100.0% |
This experiment has a required sample size of 6,697 in order to be valid. Since the experiment had a total sample size of 464,478, 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
× 38.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Including a value proposition on the copy of the image decreased conversions by 38%. This could be due to a less direct ask, or due to people’s fearfulness of discovering whether they’re at risk for cancer or not. In the end, direct and clear copy tends to be the most successful for ads like this one. We know that communicating the value of the offer in the ad is important and can increase acquisition, but because the value proposition copy in this case increased anxiety and fear for the end user, this resulted in their avoidance of the offer and a lower conversion rate.