Project SmartKitchen/ Experiment 4: Facebook Ad Refactor

Status: DONE

Leap of Faith Assumption (LOFA) being tested

• (S) We assume that people want recipe ideas that they can make with their existing inventory

Hypothesis:

• If run a Facebook Ad describing our product, we expect a 2% response rate

Experiment Overview:

• Using "stir fry" image from previous experiment, tested 5 different messages on FB right side advertising area that led to survey.

Experiment Timeline:

• 7/28 - 7/29
• Duration: 1 day

Metrics:

• #clicks
•  %clickthrough
• Experiment Details and Notes:
• Limited to 25 characters in headline, 90 characters in text.
• Ran thursday from 5pm - 9pm, friday 9am - 3pm

Experiment Details

• Facebook Ad

• Landing Page

Results:

• Women were 71% of impressions, 83% of respondents
• Women 25-34 were 28% of sample and 45% or respondents. Seems this might be a sweet spot.
• 39 Total clicks, of those 3 filled out surveys
• .13% clickthrough
• 3 surveys filled out. Of those 1 did not desire to change anything.
• Learned is that this appeals mostly to women 25-34.

Hypothesis:

Based on previous results, we thought that the most resonant message might be saving time. But it is about getting recipes then reducing waste.

Results were very low in the right ad space - either wrong spot, wrong message(s), or wrong value proposition or photo. I think we should try again with placement in newsfeed. Need some consultation.