How an image in a Facebook ad affects name conversion rate
Experiment ID: #7328
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 08/28/2017 - 09/05/2017
The Missionary Oblates launched a Facebook campaign to promote their new offer, the 7 Days of Prayer. They launched the test with an illustrated image of the seven day prayers with a cross. Illustrated images have traditionally performed well with their Facebook audience, but they wanted to test an image of a woman praying to see if it would increase conversion due to the congruency to the offer. Copy and all other elements were the same.
Research Question
Does an image that aligns more closely with the offer perform better than an illustrated image with copy?
Design
C: 7 day prayer image
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[large-width] => 640
[large-height] => 827
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Lady_praying.png
[1536x1536-width] => 650
[1536x1536-height] => 840
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Lady_praying.png
[2048x2048-width] => 650
[2048x2048-height] => 840
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Lady_praying.png
[tp-image-grid-width] => 542
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Lady_praying-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Lady_praying-39x50.png
[admin-width] => 39
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Lady_praying.png
[full-width] => 650
[full-height] => 840
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Lady_praying-372x481.png
[thumb_372-width] => 372
[thumb_372-height] => 481
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Lady_praying-484x625.png
[single_post_thumbnail-width] => 484
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Lady_praying-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Lady_praying-37x48.png
[thumb_48_48-width] => 37
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Lady_praying-50x64.png
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Lady_praying-99x128.png
[thumb_128_128-width] => 99
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Lady_praying-52x67.png
[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Lady_praying-118x153.png
[thumb_153_153-width] => 118
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Lady_praying-126x163.png
[thumb_130_163-width] => 126
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Lady_praying-137x177.png
[thumb_232_177-width] => 137
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Lady_praying-503x650.png
[thumb_272_325-width] => 503
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Lady_praying-268x346.png
[thumb_271_346-width] => 268
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Lady_praying-210x271.png
[thumb_271_271-width] => 210
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Lady_praying-133x172.png
[thumb_272_172-width] => 133
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Lady_praying-357x461.png
[thumb_372_461-width] => 357
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Lady_praying-372x481.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 481
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Lady_praying-209x270.png
[thumb_385_270-width] => 209
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Lady_praying-186x241.png
[thumb_416_241-width] => 186
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Lady_praying-317x410.png
[thumb_448_410-width] => 317
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Lady_praying-635x820.png
[thumb_448_410_retina-width] => 635
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Lady_praying-296x382.png
[thumb_574_382-width] => 296
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Lady_praying-306x395.png
[thumb_776_395-width] => 306
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Lady_praying.png
[gform-image-choice-sm-width] => 232
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Lady_praying.png
[gform-image-choice-md-width] => 310
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Lady_praying.png
[gform-image-choice-lg-width] => 464
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | 7 day prayer image | 2.1% | ||
| T1: | Lady praying | 1.1% | -49.2% | 100.0% |
This experiment has a required sample size of 1,328 in order to be valid. Since the experiment had a total sample size of 523,081, 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
× 49.2% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The image of the woman praying decreased conversion rate by nearly 50%. This tells us that the illustrated images, that have traditionally performed well for these offers, should continue to be a best practice for all offers moving forward. In addition, the copy on the image reinforces the value proposition of the offer and what they are getting.