let us help
Subscribe
Hoover Institution

How showing a well known speaker on a Facebook ad impacted conversions

Experiment ID: #176636

Hoover Institution

Experiment Summary

Timeframe: 04/20/2024 - 04/30/2024

The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States. A Hoover content offer, Dueling Populisms, showed a low CTR rate. Therefore, we wanted to test at the beginning of the funnel on the Facebook ad. Looking at previous content offers’ ad creatives; we saw ads with a photo of Victor David Hanson performed well because the audience was familiar with him. Since Dueling Populisms is written by Victor, we decided to apply that to this content offer as well.

Research Question

We believe that using a photo of a well-known speaker for Hoover’s Facebook audience will achieve a higher CTR because the familarity principle suggests that people will develop a preference to what they are familiar with.

Design

C: Dueling Populisms june 2023 -Control
Array ( [0] => Array ( [ID] => 66003 [id] => 66003 [title] => Dueling_Populisms_june_2023_-Control.png [filename] => Dueling_Populisms_june_2023_-Control-3.png [filesize] => 97727 [url] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [link] => https://www.nextafter.com/experiments/how-showing-a-well-known-speaker-on-a-facebook-ad-impacted-conversions/attachment/dueling_populisms_june_2023_-control-png-12/ [alt] => [author] => 0 [description] => [caption] => [name] => dueling_populisms_june_2023_-control-png-12 [status] => inherit [uploaded_to] => 59617 [date] => 2024-08-23 21:35:40 [modified] => 2024-08-23 21:35:40 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 340 [height] => 614 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-166x300.png [medium-width] => 166 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [medium_large-width] => 340 [medium_large-height] => 614 [large] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [large-width] => 340 [large-height] => 614 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [1536x1536-width] => 340 [1536x1536-height] => 614 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [2048x2048-width] => 340 [2048x2048-height] => 614 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-28x50.png [admin-width] => 28 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [full-width] => 340 [full-height] => 614 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [thumb_372-width] => 340 [thumb_372-height] => 614 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [single_post_thumbnail-width] => 340 [single_post_thumbnail-height] => 614 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-18x32.png [thumb_32_32-width] => 18 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-27x48.png [thumb_48_48-width] => 27 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-35x64.png [thumb_64_64-width] => 35 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-71x128.png [thumb_128_128-width] => 71 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-37x67.png [thumb_122_67-width] => 37 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-85x153.png [thumb_153_153-width] => 85 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-90x163.png [thumb_130_163-width] => 90 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-98x177.png [thumb_232_177-width] => 98 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [thumb_272_325-width] => 340 [thumb_272_325-height] => 614 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-192x346.png [thumb_271_346-width] => 192 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-150x271.png [thumb_271_271-width] => 150 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-95x172.png [thumb_272_172-width] => 95 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-255x461.png [thumb_372_461-width] => 255 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-277x500.png [thumb_372_500-width] => 277 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-150x270.png [thumb_385_270-width] => 150 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-133x241.png [thumb_416_241-width] => 133 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-227x410.png [thumb_448_410-width] => 227 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [thumb_448_410_retina-width] => 340 [thumb_448_410_retina-height] => 614 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-212x382.png [thumb_574_382-width] => 212 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-219x395.png [thumb_776_395-width] => 219 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [gform-image-choice-sm-width] => 166 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [gform-image-choice-md-width] => 221 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [gform-image-choice-lg-width] => 332 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 66004 [id] => 66004 [title] => Dueling_Populisms_Apr_2024_-_Treatment.png [filename] => Dueling_Populisms_Apr_2024_-_Treatment-3.png [filesize] => 436450 [url] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [link] => https://www.nextafter.com/experiments/how-showing-a-well-known-speaker-on-a-facebook-ad-impacted-conversions/attachment/dueling_populisms_apr_2024_-_treatment-png-13/ [alt] => [author] => 0 [description] => [caption] => [name] => dueling_populisms_apr_2024_-_treatment-png-13 [status] => inherit [uploaded_to] => 59617 [date] => 2024-08-23 21:35:42 [modified] => 2024-08-23 21:35:42 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 510 [height] => 958 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-160x300.png [medium-width] => 160 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [medium_large-width] => 510 [medium_large-height] => 958 [large] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [large-width] => 510 [large-height] => 958 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [1536x1536-width] => 510 [1536x1536-height] => 958 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [2048x2048-width] => 510 [2048x2048-height] => 958 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-27x50.png [admin-width] => 27 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [full-width] => 510 [full-height] => 958 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-372x699.png [thumb_372-width] => 372 [thumb_372-height] => 699 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-333x625.png [single_post_thumbnail-width] => 333 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-17x32.png [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-26x48.png [thumb_48_48-width] => 26 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-34x64.png [thumb_64_64-width] => 34 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-68x128.png [thumb_128_128-width] => 68 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-36x67.png [thumb_122_67-width] => 36 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-81x153.png [thumb_153_153-width] => 81 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-87x163.png [thumb_130_163-width] => 87 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-94x177.png [thumb_232_177-width] => 94 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-346x650.png [thumb_272_325-width] => 346 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-184x346.png [thumb_271_346-width] => 184 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-144x271.png [thumb_271_271-width] => 144 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-92x172.png [thumb_272_172-width] => 92 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-245x461.png [thumb_372_461-width] => 245 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-266x500.png [thumb_372_500-width] => 266 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-144x270.png [thumb_385_270-width] => 144 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-128x241.png [thumb_416_241-width] => 128 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-218x410.png [thumb_448_410-width] => 218 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-437x820.png [thumb_448_410_retina-width] => 437 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-203x382.png [thumb_574_382-width] => 203 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-210x395.png [thumb_776_395-width] => 210 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [gform-image-choice-sm-width] => 160 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [gform-image-choice-md-width] => 213 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [gform-image-choice-lg-width] => 319 [gform-image-choice-lg-height] => 600 ) ) )
T1: Dueling Populisms Apr 2024 - Treatment
Array ( [0] => Array ( [ID] => 66003 [id] => 66003 [title] => Dueling_Populisms_june_2023_-Control.png [filename] => Dueling_Populisms_june_2023_-Control-3.png [filesize] => 97727 [url] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [link] => https://www.nextafter.com/experiments/how-showing-a-well-known-speaker-on-a-facebook-ad-impacted-conversions/attachment/dueling_populisms_june_2023_-control-png-12/ [alt] => [author] => 0 [description] => [caption] => [name] => dueling_populisms_june_2023_-control-png-12 [status] => inherit [uploaded_to] => 59617 [date] => 2024-08-23 21:35:40 [modified] => 2024-08-23 21:35:40 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 340 [height] => 614 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-166x300.png [medium-width] => 166 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [medium_large-width] => 340 [medium_large-height] => 614 [large] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [large-width] => 340 [large-height] => 614 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [1536x1536-width] => 340 [1536x1536-height] => 614 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [2048x2048-width] => 340 [2048x2048-height] => 614 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-28x50.png [admin-width] => 28 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [full-width] => 340 [full-height] => 614 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [thumb_372-width] => 340 [thumb_372-height] => 614 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [single_post_thumbnail-width] => 340 [single_post_thumbnail-height] => 614 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-18x32.png [thumb_32_32-width] => 18 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-27x48.png [thumb_48_48-width] => 27 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-35x64.png [thumb_64_64-width] => 35 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-71x128.png [thumb_128_128-width] => 71 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-37x67.png [thumb_122_67-width] => 37 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-85x153.png [thumb_153_153-width] => 85 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-90x163.png [thumb_130_163-width] => 90 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-98x177.png [thumb_232_177-width] => 98 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [thumb_272_325-width] => 340 [thumb_272_325-height] => 614 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-192x346.png [thumb_271_346-width] => 192 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-150x271.png [thumb_271_271-width] => 150 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-95x172.png [thumb_272_172-width] => 95 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-255x461.png [thumb_372_461-width] => 255 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-277x500.png [thumb_372_500-width] => 277 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-150x270.png [thumb_385_270-width] => 150 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-133x241.png [thumb_416_241-width] => 133 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-227x410.png [thumb_448_410-width] => 227 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [thumb_448_410_retina-width] => 340 [thumb_448_410_retina-height] => 614 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-212x382.png [thumb_574_382-width] => 212 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3-219x395.png [thumb_776_395-width] => 219 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [gform-image-choice-sm-width] => 166 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [gform-image-choice-md-width] => 221 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_june_2023_-Control-3.png [gform-image-choice-lg-width] => 332 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 66004 [id] => 66004 [title] => Dueling_Populisms_Apr_2024_-_Treatment.png [filename] => Dueling_Populisms_Apr_2024_-_Treatment-3.png [filesize] => 436450 [url] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [link] => https://www.nextafter.com/experiments/how-showing-a-well-known-speaker-on-a-facebook-ad-impacted-conversions/attachment/dueling_populisms_apr_2024_-_treatment-png-13/ [alt] => [author] => 0 [description] => [caption] => [name] => dueling_populisms_apr_2024_-_treatment-png-13 [status] => inherit [uploaded_to] => 59617 [date] => 2024-08-23 21:35:42 [modified] => 2024-08-23 21:35:42 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 510 [height] => 958 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-160x300.png [medium-width] => 160 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [medium_large-width] => 510 [medium_large-height] => 958 [large] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [large-width] => 510 [large-height] => 958 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [1536x1536-width] => 510 [1536x1536-height] => 958 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [2048x2048-width] => 510 [2048x2048-height] => 958 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-27x50.png [admin-width] => 27 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [full-width] => 510 [full-height] => 958 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-372x699.png [thumb_372-width] => 372 [thumb_372-height] => 699 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-333x625.png [single_post_thumbnail-width] => 333 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-17x32.png [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-26x48.png [thumb_48_48-width] => 26 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-34x64.png [thumb_64_64-width] => 34 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-68x128.png [thumb_128_128-width] => 68 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-36x67.png [thumb_122_67-width] => 36 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-81x153.png [thumb_153_153-width] => 81 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-87x163.png [thumb_130_163-width] => 87 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-94x177.png [thumb_232_177-width] => 94 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-346x650.png [thumb_272_325-width] => 346 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-184x346.png [thumb_271_346-width] => 184 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-144x271.png [thumb_271_271-width] => 144 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-92x172.png [thumb_272_172-width] => 92 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-245x461.png [thumb_372_461-width] => 245 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-266x500.png [thumb_372_500-width] => 266 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-144x270.png [thumb_385_270-width] => 144 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-128x241.png [thumb_416_241-width] => 128 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-218x410.png [thumb_448_410-width] => 218 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-437x820.png [thumb_448_410_retina-width] => 437 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-203x382.png [thumb_574_382-width] => 203 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3-210x395.png [thumb_776_395-width] => 210 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [gform-image-choice-sm-width] => 160 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [gform-image-choice-md-width] => 213 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Dueling_Populisms_Apr_2024_-_Treatment-3.png [gform-image-choice-lg-width] => 319 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Dueling Populisms june 2023 -Control 1.2%
T1: Dueling Populisms Apr 2024 - Treatment 1.8% 49.7% 100.0%

This experiment has a required sample size of 3,347 in order to be valid. Since the experiment had a total sample size of 26,475, 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:

    49.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learnings from this experiment include:

  1. Using a photo of a well-known speaker (Victor David Hanson) for Hoover's Facebook audience resulted in a 49.7% increase in Clicks for All Traffic with a 100.0% statistical level of confidence. This indicates that leveraging familiarity with a respected figure can significantly improve audience engagement.
  2. Cost per Click decreased by 51.2% and Cost per Registration decreased by 40.5% with a 100% level of confidence, showing that the treatment was not only more effective in driving clicks but also more cost-efficient in converting these clicks into registrations.
  3. Cost per Registration decreased by 40.5% with a 100% level of confidence.
  4. While this did not validate, it had a CPP decrease of 81.9%


In future experimentation, it is crucial to:

  • Continue leveraging the familiarity principle by featuring well-known speakers or personalities in ad creatives to drive higher engagement rates.
  • Monitor cost metrics closely to ensure that any changes in ad creatives or audience targeting not only drive engagement but also remain cost-effective.


Overall, the success of this experiment highlights the importance of understanding the preferences and behaviors of the target audience, and using this knowledge to optimize future advertising strategies for the Hoover Institution.

Experiment Documented by NextAfter

Question about experiment #176636

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.