How imagery in a Facebook ad affects conversion rate
Experiment ID: #8054
Heartlight Ministries
Experiment Summary
Timeframe: 11/30/2017 - 12/07/2017
Heartlight Ministries was running a new Facebook ad campaign to promote their new eBook offer, When Your Teen is Struggling. They had run a test on the last offer that tested the imagery in their Facebook ads where the image of the eBook with supporting text lost to an image of a mother and daughter, but the test was not statistically valid. They wanted to test this concept again to validate the learning that their audience responded to imagery that supported the offer, rather than showing the eBook.
Research Question
Does imagery that ties to the offer in a Facebook ad win over an image of the ebook with supporting text?
Design
C: eBook Image
Array
(
[0] => Array
(
[ID] => 14428
[id] => 14428
[title] => Screen-Shot-2017-12-07-at-9.43.09-AM.png
[filename] => Screen-Shot-2017-12-07-at-9.43.09-AM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[link] => https://www.nextafter.com/experiments/how-imagery-in-a-facebook-ad-affects-conversion-rate/attachment/screen-shot-2017-12-07-at-9-43-09-am-png/
[alt] =>
[author] => 14
[description] =>
[caption] =>
[name] => screen-shot-2017-12-07-at-9-43-09-am-png
[status] => inherit
[uploaded_to] => 14427
[date] => 2021-02-25 08:21:29
[modified] => 2021-02-25 08:21:29
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 390
[height] => 594
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-197x300.png
[medium-width] => 197
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[medium_large-width] => 390
[medium_large-height] => 594
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[large-width] => 390
[large-height] => 594
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[1536x1536-width] => 390
[1536x1536-height] => 594
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[2048x2048-width] => 390
[2048x2048-height] => 594
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[tp-image-grid-width] => 390
[tp-image-grid-height] => 594
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-33x50.png
[admin-width] => 33
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[full-width] => 390
[full-height] => 594
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-372x567.png
[thumb_372-width] => 372
[thumb_372-height] => 567
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[single_post_thumbnail-width] => 390
[single_post_thumbnail-height] => 594
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-21x32.png
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-42x64.png
[thumb_64_64-width] => 42
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-84x128.png
[thumb_128_128-width] => 84
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-44x67.png
[thumb_122_67-width] => 44
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-100x153.png
[thumb_153_153-width] => 100
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-107x163.png
[thumb_130_163-width] => 107
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-116x177.png
[thumb_232_177-width] => 116
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[thumb_272_325-width] => 390
[thumb_272_325-height] => 594
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-227x346.png
[thumb_271_346-width] => 227
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-178x271.png
[thumb_271_271-width] => 178
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-113x172.png
[thumb_272_172-width] => 113
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-303x461.png
[thumb_372_461-width] => 303
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-328x500.png
[thumb_372_500-width] => 328
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-177x270.png
[thumb_385_270-width] => 177
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-158x241.png
[thumb_416_241-width] => 158
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-269x410.png
[thumb_448_410-width] => 269
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[thumb_448_410_retina-width] => 390
[thumb_448_410_retina-height] => 594
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-251x382.png
[thumb_574_382-width] => 251
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-259x395.png
[thumb_776_395-width] => 259
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[gform-image-choice-sm-width] => 197
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[gform-image-choice-md-width] => 263
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[gform-image-choice-lg-width] => 390
[gform-image-choice-lg-height] => 594
)
)
[1] => Array
(
[ID] => 14429
[id] => 14429
[title] => Screen-Shot-2017-12-07-at-9.42.34-AM.png
[filename] => Screen-Shot-2017-12-07-at-9.42.34-AM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[link] => https://www.nextafter.com/experiments/how-imagery-in-a-facebook-ad-affects-conversion-rate/attachment/screen-shot-2017-12-07-at-9-42-34-am-png/
[alt] =>
[author] => 14
[description] =>
[caption] =>
[name] => screen-shot-2017-12-07-at-9-42-34-am-png
[status] => inherit
[uploaded_to] => 14427
[date] => 2021-02-25 08:21:33
[modified] => 2021-02-25 08:21:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 392
[height] => 593
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-198x300.png
[medium-width] => 198
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[medium_large-width] => 392
[medium_large-height] => 593
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[large-width] => 392
[large-height] => 593
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[1536x1536-width] => 392
[1536x1536-height] => 593
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[2048x2048-width] => 392
[2048x2048-height] => 593
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[tp-image-grid-width] => 392
[tp-image-grid-height] => 593
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-33x50.png
[admin-width] => 33
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[full-width] => 392
[full-height] => 593
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-372x563.png
[thumb_372-width] => 372
[thumb_372-height] => 563
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[single_post_thumbnail-width] => 392
[single_post_thumbnail-height] => 593
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-21x32.png
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-42x64.png
[thumb_64_64-width] => 42
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-85x128.png
[thumb_128_128-width] => 85
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-44x67.png
[thumb_122_67-width] => 44
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-101x153.png
[thumb_153_153-width] => 101
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-108x163.png
[thumb_130_163-width] => 108
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-117x177.png
[thumb_232_177-width] => 117
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[thumb_272_325-width] => 392
[thumb_272_325-height] => 593
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-229x346.png
[thumb_271_346-width] => 229
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-179x271.png
[thumb_271_271-width] => 179
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-114x172.png
[thumb_272_172-width] => 114
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-305x461.png
[thumb_372_461-width] => 305
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-331x500.png
[thumb_372_500-width] => 331
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-178x270.png
[thumb_385_270-width] => 178
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-159x241.png
[thumb_416_241-width] => 159
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-271x410.png
[thumb_448_410-width] => 271
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[thumb_448_410_retina-width] => 392
[thumb_448_410_retina-height] => 593
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-253x382.png
[thumb_574_382-width] => 253
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-261x395.png
[thumb_776_395-width] => 261
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[gform-image-choice-sm-width] => 198
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[gform-image-choice-md-width] => 264
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[gform-image-choice-lg-width] => 392
[gform-image-choice-lg-height] => 593
)
)
)
T1: Boy Image
Array
(
[0] => Array
(
[ID] => 14428
[id] => 14428
[title] => Screen-Shot-2017-12-07-at-9.43.09-AM.png
[filename] => Screen-Shot-2017-12-07-at-9.43.09-AM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[link] => https://www.nextafter.com/experiments/how-imagery-in-a-facebook-ad-affects-conversion-rate/attachment/screen-shot-2017-12-07-at-9-43-09-am-png/
[alt] =>
[author] => 14
[description] =>
[caption] =>
[name] => screen-shot-2017-12-07-at-9-43-09-am-png
[status] => inherit
[uploaded_to] => 14427
[date] => 2021-02-25 08:21:29
[modified] => 2021-02-25 08:21:29
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 390
[height] => 594
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-197x300.png
[medium-width] => 197
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[medium_large-width] => 390
[medium_large-height] => 594
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[large-width] => 390
[large-height] => 594
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[1536x1536-width] => 390
[1536x1536-height] => 594
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[2048x2048-width] => 390
[2048x2048-height] => 594
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[tp-image-grid-width] => 390
[tp-image-grid-height] => 594
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-33x50.png
[admin-width] => 33
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[full-width] => 390
[full-height] => 594
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-372x567.png
[thumb_372-width] => 372
[thumb_372-height] => 567
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[single_post_thumbnail-width] => 390
[single_post_thumbnail-height] => 594
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-21x32.png
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-42x64.png
[thumb_64_64-width] => 42
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-84x128.png
[thumb_128_128-width] => 84
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-44x67.png
[thumb_122_67-width] => 44
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-100x153.png
[thumb_153_153-width] => 100
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-107x163.png
[thumb_130_163-width] => 107
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-116x177.png
[thumb_232_177-width] => 116
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[thumb_272_325-width] => 390
[thumb_272_325-height] => 594
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-227x346.png
[thumb_271_346-width] => 227
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-178x271.png
[thumb_271_271-width] => 178
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-113x172.png
[thumb_272_172-width] => 113
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-303x461.png
[thumb_372_461-width] => 303
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-328x500.png
[thumb_372_500-width] => 328
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-177x270.png
[thumb_385_270-width] => 177
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-158x241.png
[thumb_416_241-width] => 158
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-269x410.png
[thumb_448_410-width] => 269
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[thumb_448_410_retina-width] => 390
[thumb_448_410_retina-height] => 594
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-251x382.png
[thumb_574_382-width] => 251
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM-259x395.png
[thumb_776_395-width] => 259
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[gform-image-choice-sm-width] => 197
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[gform-image-choice-md-width] => 263
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.43.09-AM.png
[gform-image-choice-lg-width] => 390
[gform-image-choice-lg-height] => 594
)
)
[1] => Array
(
[ID] => 14429
[id] => 14429
[title] => Screen-Shot-2017-12-07-at-9.42.34-AM.png
[filename] => Screen-Shot-2017-12-07-at-9.42.34-AM.png
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[link] => https://www.nextafter.com/experiments/how-imagery-in-a-facebook-ad-affects-conversion-rate/attachment/screen-shot-2017-12-07-at-9-42-34-am-png/
[alt] =>
[author] => 14
[description] =>
[caption] =>
[name] => screen-shot-2017-12-07-at-9-42-34-am-png
[status] => inherit
[uploaded_to] => 14427
[date] => 2021-02-25 08:21:33
[modified] => 2021-02-25 08:21:33
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 392
[height] => 593
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-198x300.png
[medium-width] => 198
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[medium_large-width] => 392
[medium_large-height] => 593
[large] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[large-width] => 392
[large-height] => 593
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[1536x1536-width] => 392
[1536x1536-height] => 593
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[2048x2048-width] => 392
[2048x2048-height] => 593
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[tp-image-grid-width] => 392
[tp-image-grid-height] => 593
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-33x50.png
[admin-width] => 33
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[full-width] => 392
[full-height] => 593
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-372x563.png
[thumb_372-width] => 372
[thumb_372-height] => 563
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[single_post_thumbnail-width] => 392
[single_post_thumbnail-height] => 593
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-21x32.png
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-32x48.png
[thumb_48_48-width] => 32
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-42x64.png
[thumb_64_64-width] => 42
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-85x128.png
[thumb_128_128-width] => 85
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-44x67.png
[thumb_122_67-width] => 44
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-101x153.png
[thumb_153_153-width] => 101
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-108x163.png
[thumb_130_163-width] => 108
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-117x177.png
[thumb_232_177-width] => 117
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[thumb_272_325-width] => 392
[thumb_272_325-height] => 593
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-229x346.png
[thumb_271_346-width] => 229
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-179x271.png
[thumb_271_271-width] => 179
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-114x172.png
[thumb_272_172-width] => 114
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-305x461.png
[thumb_372_461-width] => 305
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-331x500.png
[thumb_372_500-width] => 331
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-178x270.png
[thumb_385_270-width] => 178
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-159x241.png
[thumb_416_241-width] => 159
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-271x410.png
[thumb_448_410-width] => 271
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[thumb_448_410_retina-width] => 392
[thumb_448_410_retina-height] => 593
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-253x382.png
[thumb_574_382-width] => 253
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM-261x395.png
[thumb_776_395-width] => 261
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[gform-image-choice-sm-width] => 198
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[gform-image-choice-md-width] => 264
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screen-Shot-2017-12-07-at-9.42.34-AM.png
[gform-image-choice-lg-width] => 392
[gform-image-choice-lg-height] => 593
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | eBook Image | 0.69% | ||
| T1: | Boy Image | 1.0% | 48.4% | 99.9% |
This experiment has a required sample size of 6,667 in order to be valid. Since the experiment had a total sample size of 60,121, 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
× 48.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The image of the boy that tied more closely to the content of the offer increased conversion rate by 48%. It’s likely that the congruency of that image won over a more offer-centric image of the eBook because it had a greater emotional connection to a parent that may be going through something like this with their teen that made them want to download, rather than a non-emotional eBook photo.