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Hoover Institution

Does a carousel with elevated design generate more donors than a single image ad?

Experiment ID: #195734

Hoover Institution

Experiment Summary

Ended On: 03/05/2025

This experiment was conducted for the Hoover Institution, a public policy think tank dedicated to promoting ideas for a free society. The test evaluated the impact of different ad creative formats on donor acquisition for the Hoover Digest. A single-image ad (control) was tested against a carousel ad featuring a more designed and content-focused presentation. The goal was to determine whether giving users a sneak peek into the content with a more elevated design would improve donor acquisition.

Research Question

We believed that the carousel ad, by providing a more engaging preview of the Digest’s content and a refined design, would lead to higher donor acquisition compared to the single-image ad because the audience would be more inclined to “stop the scroll” and engage.

Design

C: Control
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T1: Treatment #1
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2025-03-07 15:34:10 [modified] => 2025-03-07 15:34:10 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 974 [height] => 688 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-300x212.png [medium-width] => 300 [medium-height] => 212 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-768x542.png [medium_large-width] => 640 [medium_large-height] => 452 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10.png [large-width] => 640 [large-height] => 452 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10.png [1536x1536-width] => 974 [1536x1536-height] => 688 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10.png [2048x2048-width] => 974 [2048x2048-height] => 688 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-50x35.png [admin-width] => 50 [admin-height] => 35 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10.png [full-width] => 974 [full-height] => 688 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-372x263.png [thumb_372-width] => 372 [thumb_372-height] => 263 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-885x625.png [single_post_thumbnail-width] => 885 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-32x23.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 23 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-48x34.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 34 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-64x45.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 45 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-128x90.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 90 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-95x67.png [thumb_122_67-width] => 95 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-153x108.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 108 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-130x92.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 92 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-232x164.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 164 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-544x384.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 384 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-271x191.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 191 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-271x191.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 191 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-244x172.png [thumb_272_172-width] => 244 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-372x263.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 263 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-372x263.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 263 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-382x270.png [thumb_385_270-width] => 382 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-341x241.png [thumb_416_241-width] => 341 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-448x316.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 316 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-896x633.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 633 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-541x382.png [thumb_574_382-width] => 541 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10-559x395.png [thumb_776_395-width] => 559 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 212 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 283 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-10.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 424 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.01%
T1: Treatment #1 0.10% 722.9% 99.8%

This experiment has a required sample size of 4,877 in order to be valid. Since the experiment had a total sample size of 28,357, 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
× 722.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

Main Takeaway

The carousel ad significantly outperformed the single-image ad in donor acquisition, generating more donations at a significantly lower cost per donor. The results suggest that providing more context and visual engagement through multiple images can enhance conversion rates.

Performance Metrics and Insights:

  • Donor Acquisition Efficiency:
  • The carousel ad generated 550% more donations compared to the single-image ad.
  • Cost per donation was 84.6% lower for the carousel ad.
  • Observations:
  • The elevated design and additional content in the carousel likely contributed to higher engagement and conversions.
  • The structured preview format may have helped users understand the offer better, leading to stronger intent to donate.
 

Next Steps

  1. Expand Creative Testing: Continue refining and testing different carousel designs to identify the most effective elements for engagement and conversion.
  2. Test Additional Ad Formats: Explore video or animated carousel ads to further enhance the storytelling aspect of the Digest's content.
  3. Audience Segmentation: Analyze performance across different audience segments to tailor creative strategies based on engagement trends.
This experiment highlights the value of enhanced creative formats in improving donor acquisition and suggests that further investment in visually engaging ad strategies can yield stronger results.

Experiment Documented by NextAfter

Question about experiment #195734

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