How changing the FB creative for an eBook offer impacted click through rate
Experiment ID: #194142
Avila Foundation
Experiment Summary
Ended On: 12/19/2024
Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.
One of Avila’s newest offers is “What is Purgatory?”. This is an eBook for the viewer to learn more about Purgatory. We wanted to test using creative that was not the ebook. The original ebook had a more traditional, artistic cover, we wanted to see if making the creative a bit more vague would increase intrigue and make people click on the ad. And even further if it would increase engagement and donations.
Research Question
We believe that changing the creative for avila’s audience will achieve an increase in CTR and engagement because it will increase intrigue .
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.3% | ||
| T1: | Treatment #1 | 8.0% | 8.8% | 89.5% |
This experiment has a required sample size of 13,003 in order to be valid. Since the experiment had a total sample size of 17,786, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that changing the creative for Avila's audience led to an increase in clicks for the "What is Purgatory?" eBook offer, indicating that the more vague creative increased intrigue and interest among viewers. While the results were not statistically significant at the 95% level, the 8.8% increase in clicks with an 89.5% statistical confidence suggests that the treatment was effective in capturing the audience's attention. In future experimentation, it would be advisable to continue testing different creatives to further validate the initial findings and explore other creative approaches that may resonate with the audience. It is important to analyze the data from each test comprehensively to understand the impact of various creative elements on engagement and ultimately donations. Additionally, considering incorporating qualitative feedback from the audience to gain insights into their preferences and interests when developing future creatives.