How shorter copy in a Facebook ad affects name conversion rate
Experiment ID: #7948
Buckner International
Experiment Summary
Timeframe: 11/10/2017 - 11/27/2017
Buckner International was running an acquisition offer called 7 Scriptures to Pray for the Child in Your Life. They wanted to test whether shortened, more to-the-point value prop copy would increase name conversion in a Facebook ad. They also tested a new headline that strengthened the value proposition of the offer.
Research Question
Does shortened copy and the removal of “see more” micro-yes increase name conversion in a Facebook ad?
Design
C: Control (Scripture-focused)
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T1: Shortened Copy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control (Scripture-focused) | 2.5% | ||
| T1: | Shortened Copy | 0.81% | -67.0% | 100.0% |
This experiment has a required sample size of 678 in order to be valid. Since the experiment had a total sample size of 655,207, 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
× 67.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The treatment decreased conversion by 67%. The removal of the scripture reference from the treatment copy likely had a significant impact here, as this was the main reason the “new” control won in the first place. Also, the headline in the control was much more instantly gratifying to the end user rather than the headline that emphasized the work that goes into strengthening their prayer life.