How Facebook creative impacted donor conversions
Experiment ID: #159858
Hoover Institution
Experiment Summary
Timeframe: 07/26/2023 - 08/25/2023
The Hoover Institution is the public policy think tank for Stanford University.
Hoover runs many offers through Facebook and therefore we wanted to test a new approach to creative for ebooks. Hoover has many well known personalities that write the offers shared so we decided to test the standard 3d image of the offer vs an image with the authors photo.
Research Question
We believe that by changing the creative to the authors photo for Facebook viewers will achieve a higher conversion rate because the authors are well known to the Hoover audience.
Design
C: Hoover Digest Summer 2023
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Hoover Digest Summer 2023 | 0.04% | ||
| T1: | Hoover Digest Summer 2023 - Treatment | 0.04% | -2.0% | 3.2% |
This experiment has a required sample size of 42,576,166 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are: 1. The treatment (using the authors' photo as the creative) resulted in a decrease in purchases for all traffic, indicating that it did not perform as well as the control (using a standard 3d image). 2. The level of confidence for the decrease in purchases is only 3.2%, which is below the acceptable threshold of 85%. This means that the results cannot be considered valid and should not be used for future decision making. 3. However, there were significant increases in other metrics such as clicks and complete registrations. Clicks increased by 184% with a 99% level of confidence, and complete registrations increased by 225% with a 95% level of confidence. 4. Cost per click and cost per registration also saw significant increases, with a 424% increase and a 376% increase respectively, both with a level of confidence of 100%. Based on these findings, future experimentation could focus on leveraging the authors' photos in the creative for specific goals such as increasing clicks and complete registrations. However, it should be noted that the decrease in purchases suggests that using authors' photos may not be effective in driving actual conversions. Therefore, further experiments should be conducted to explore the impact on conversion rates and validity of results. Additionally, it could be valuable to assess the overall impact on campaign performance and return on investment when considering changes to the creative strategy.