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Hoover Institution

How changing ad creative impacted registrations

Experiment ID: #188715

Hoover Institution

Experiment Summary

Timeframe: 08/08/2024 - 09/06/2024

The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States.

The Hoover Institution is running one of its long-time content offers, Dueling Populisms. This offer has run for a while, so refreshing creative is a great way for this to seem new to the audience. After seeing a low CTR, we decided we wanted to test the beginning of the funnel with new creative to see if we could increase registrations. For this specific test, we tried testing an image that looks like a book cover and more historical rather than Victor Davis Hanson; however, users have often shown an increase in registrations when we use his face on an ad.

Research Question

We believe that changing the ad creative to look like a book cover for Hoover’s Facebook audience will achieve an increase in registrations/sign ups for the content offer because the ad creative feels more like a book cover rather than a person’s face.

Design

C: Control
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T1: Treatment
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.70%
T1: Treatment 0.54% -23.1% 85.9%

This experiment has a required sample size of 18,176 in order to be valid. Since the experiment had a total sample size of 20,262, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learnings from this experiment are as follows: 1. The treatment, which involved changing the ad creative to look like a book cover, resulted in a 25.1% decrease in Complete Registrations for All Traffic. This indicates that using an image resembling a book cover instead of featuring Victor Davis Hanson's face did not resonate as well with the audience in terms of driving registrations. 2. Clicks experienced a significant 34.5% decrease, Cost per Click increased by 66.6%, and Cost per Registration increased by 45.7% in the treatment group. These metrics suggest that the new creative may not have been as engaging or appealing to users, leading to a decrease in engagement and an increase in the cost of acquiring registrations. 3. Specific audience segments, such as visitors aged 65+ and Tablet visitors, also showed significant decreases in complete registrations. This indicates that the new creative may have particularly missed the mark with these demographics. 4. While the results show a clear preference for the control ad featuring Victor Davis Hanson's face, the statistical level of confidence is below the standard threshold of 95%. Further testing would be necessary to confirm these findings and ensure their validity. In future experimentation, it is important to consider the following: 1. Audience preference: The audience may have a stronger affinity for ads featuring a recognizable personality like Victor Davis Hanson. It would be beneficial to continue testing different creatives to understand what resonates best with the target audience. 2. Iterative testing: Testing different ad creatives, messaging, and visuals is crucial for optimizing campaign performance. It is essential to analyze the results of each test carefully and iterate based on the learnings to continuously improve outcomes. 3. Audience segmentation: Understanding how different audience segments respond to various creatives can provide valuable insights for targeted campaigns. Segmenting the audience based on demographics, interests, or behaviors can help tailor the creative to specific groups for better engagement. Overall, the results of this experiment highlight the importance of testing and iterating on ad creatives to find the most effective approach for driving registrations. By leveraging these learnings and continuing to experiment, the Hoover Institution can optimize its marketing efforts and achieve better results in the future.

Experiment Documented by NextAfter

Question about experiment #188715

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