NextAfter

How clarity in the design of a Facebook ad can affect conversion rates

Experiment ID: #11744

NextAfter

Experiment Summary

Timeframe: 08/22/2016 - 09/21/2016

When promoting the Why Should I Give to You? research study on nonprofit value proposition, we came to the realization that our Facebook ads were a little bit hard to read. The yellow text against the light gray background seemed to get lost when scrolling through a Facebook feed.

This led us to the hypothesis that a clearer design would yield at least a greater conversion rate. As a result, we developed a treatment version of the ad that presented the same information, but with a clearer design that would stand out more in the Facebook newsfeed.

Research Question

Which Facebook ad design will acquire more email addresses?

Design

C: Old Design
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T1: New Design
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[large] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [large-width] => 489 [large-height] => 503 [1536x1536] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [1536x1536-width] => 489 [1536x1536-height] => 503 [2048x2048] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [2048x2048-width] => 489 [2048x2048-height] => 503 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [tp-image-grid-width] => 489 [tp-image-grid-height] => 503 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/New_Design-4-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/New_Design-4-50x50.jpg [admin-width] => 50 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [full-width] => 489 [full-height] => 503 [thumb_372] => https://www.nextafter.com/wp-content/uploads/New_Design-4-372x383.jpg [thumb_372-width] => 372 [thumb_372-height] => 383 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [single_post_thumbnail-width] => 489 [single_post_thumbnail-height] => 503 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/New_Design-4-32x32.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/New_Design-4-48x48.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/New_Design-4-62x64.jpg [thumb_64_64-width] => 62 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/New_Design-4-124x128.jpg [thumb_128_128-width] => 124 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/New_Design-4-65x67.jpg [thumb_122_67-width] => 65 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/New_Design-4-149x153.jpg [thumb_153_153-width] => 149 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/New_Design-4-130x134.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 134 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/New_Design-4-172x177.jpg [thumb_232_177-width] => 172 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [thumb_272_325-width] => 489 [thumb_272_325-height] => 503 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/New_Design-4-271x279.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 279 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/New_Design-4-263x271.jpg [thumb_271_271-width] => 263 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/New_Design-4-167x172.jpg [thumb_272_172-width] => 167 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/New_Design-4-372x383.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 383 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/New_Design-4-372x383.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 383 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/New_Design-4-262x270.jpg [thumb_385_270-width] => 262 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/New_Design-4-234x241.jpg [thumb_416_241-width] => 234 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/New_Design-4-399x410.jpg [thumb_448_410-width] => 399 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [thumb_448_410_retina-width] => 489 [thumb_448_410_retina-height] => 503 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/New_Design-4-371x382.jpg [thumb_574_382-width] => 371 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/New_Design-4-384x395.jpg [thumb_776_395-width] => 384 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [gform-image-choice-sm-width] => 292 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [gform-image-choice-md-width] => 389 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/New_Design-4.jpg [gform-image-choice-lg-width] => 489 [gform-image-choice-lg-height] => 503 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Old Design 1.0%
T1: New Design 0.44% -56.7% 99.9%

This experiment has a required sample size of 1,697 in order to be valid. Since the experiment had a total sample size of 9,667, 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
× 56.7% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment saw a 56.7% decrease in conversion rate. Initially, this was very confusing. How could a design that appeared so much stronger be so ineffective by comparison? We almost didn’t even run a test on this new design because we were so certain it would outperform the control. Taking a second look, we realized that the slight change of phrasing in order to improve the design aesthetic may have decreased the clarity of the content of the offer. There are two main learnings we can glean from this test:

  1. There are no marketing experts, design experts, advertising experts, etc. There is only experience. And the only way to know what is more effective is to test
  2. Language and copy that makes sense to you doesn’t always make sense to your audience. In this case, the copy in the treatment design made complete sense to us, yet it appears to not have been quite as clear to the Facebook audience.


Experiment Documented by Kevin Peters

Question about experiment #11744

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