![[Experiment Results] Community Shops - Content Variants for Page Megaphone AYMT](https://images.squarespace-cdn.com/content/v1/5b819b2845776e48dcfb5d5d/1651789612353-CZPGLCP6Q74DFK1DZ7OH/Screen+Shot+2022-05-05+at+3.25.53+PM.png)
CONTEXT
This experiment tested different promotional content on a Facebook Shop’s main management view. This experiment was conducted in an effort to drive CTR and CVR, which ultimately means getting more Facebook Shops connecting their shop to a Facebook Group.
TL;DR
Variant 3 is the winning variant, with +25.44% stat-sig increase in overall conversation rate.
RESULTS
Variant 1 was our control.
Variant 2 had overall neutral/non stat-sig results (deltoid):
+8.32% sum_click_per_impression_7d [non stat-sig]
+1.92% sum_click_conversion_per_impression_7d [non stat-sig]
Variant 3 was the most performative (deltoid):
+22.72% sum_click_per_impression_7d [stat-sig]
+25.44% sum_click_conversion_per_impression_7d [stat-sig]
Variant 4 had overall neutral/non stat-sig results (deltoid):
+2.17% sum_click_per_impression_7d [non stat-sig]
+7.78% sum_click_conversion_per_impression_7d [non stat-sig]
NEXT STEPS
Our team shipped Variant 3 given that it was the clear winner. Further, we shipped this variant before opening up our experience to the remaining 50% rollout of our target audience to ensure that all of the new users would see Variant 3.
IMPACT
This content was scalable, because we were able to replicated this content pattern to our Groups-side promotion strategy to increase distribution (ie. promoting group admins to connect their group to a relevant Facebook Shop that they also manage).