How different types of graphics for Facebook ads affect click-through rate
Experiment ID: #158755
Luther Seminary
Experiment Summary
Ended On: 07/10/2023
This ministry client wanted to work on increasing the click-through rate on their Facebook campaign for daily devotionals program.
We decided to do a radical redesign of the image and created a new image to test against the original to see if we could increase CTR and decrease CPC. The treatment image used a background image that was more inviting than the solid red background on the control.
The control image described WHAT the user can do (Connect with God every day), and the treatment image described HOW the user’s day can start by connecting with God (Start your day with purpose).
Research Question
We believe that using a more inviting image with better value proposition for Facebook users will achieve a higher CTR because the treatment image is telling the user what value they will receive through these daily devotions.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.2% | ||
| T1: | Treatment #1 | 0.86% | -26.2% | 100.0% |
This experiment has a required sample size of 8,424 in order to be valid. Since the experiment had a total sample size of 52,000, 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:
26.2% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The control version performed better in terms of click-through rate compared to the treatment version. The treatment version had a 26.2% decrease in CTR with a 99.9% level of confidence. Despite using a more inviting image and emphasizing the value proposition, the treatment version failed to attract as many clicks as the control version. When looking at the downstream metrics, the treatment also had:
- A 4.7% decrease in email acquisition with a 31.7% LoC
- A 0% conversion rate compared to the control with a 1.53% conversion rate (This is based on two gifts)