How congruence between ad and landing page affects conversion
Experiment ID: #4854
Dallas Theological Seminary
Experiment Summary
Timeframe: 07/01/2016 - 08/29/2016
Dallas Theological Seminary was promoting their second course, Genesis, on Facebook. They wanted to emphasize the academic nature of the course, so they launched ads that showed a person taking the course while studying. But they hypothesized that they might be able to increase conversion by employing the principle known as congruency: aligning each element of a marketing funnel to increase response.
They pulled the image of the Sistine Chapel from the landing page and put it into the ad, and launched an A/B test to see if they were able to affect conversion.
Research Question
Will increasing congruence affect course signup rate?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.49% | ||
| T1: | Treatment 1 | 0.73% | 47.6% | 100.0% |
This experiment has a required sample size of 9,488 in order to be valid. Since the experiment had a total sample size of 239,607, 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
× 47.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The new ad that used the same imagery as the landing page increased conversion by 47.6%. This shows that congruence is a powerful, if often subliminal tool. While the ad image might not be something that the visitor actively thinks about, the repetition of the imagery throughout the funnel reminds them subconsciously that the elements are all linked.