American Cornerstone Institute

How images and video of a personality impacted clicks on an eBook ad

Experiment ID: #132451

American Cornerstone Institute

Experiment Summary

Ended On: 03/02/2023

When running ads for an eBook offer, we wondered if the cover of the eBook was appealing enough to drive interest from Facebook ad viewers. In previous testing on other offers, we had found success in using the organization’s founder’s name and photo. We wondered if we could achieve similar success by featuring images and videos in the ads that were relevant to the eBook’s contents. The first treatment had a background of an American flag to serve as a “trigger image” that can help with familiarity as users scroll. The second treatment was a 30-second video quoting Martin Luther King, Jr. and the third treatment was a 30-second video urging the American people to work together and not treat each other as enemies. We launched all versions of the ad and let them run for 30 days.

Research Question

We believe that using images and videos of a well-known figure for Facebook ad viewers will achieve an increase in clickthrough rate because this introduces more credibility and authority than using an eBook image alone.

Design

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T1: Treatment #1

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T2: Treatment #2

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T3: Treatment #3

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Results

	Treatment Name	Click Rate	Relative Difference	Confidence
C:	Control	1.1%
T1:	Treatment #1	0.71%	-33.7%	100.0%
T2:	Treatment #2	0.62%	-42.1%	100.0%
T3:	Treatment #3	1.5%	44.0%	100.0%

This experiment has a required sample size of 2,147 in order to be valid. Since the experiment had a total sample size of 391,141, 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:

33.7% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

While we saw valid decreases in clickthrough rate for the first and second treatments, the third treatment that included a 30-second video urging the American people to work together and not treat each other as enemies achieved a 44.0% increase in clicks for all traffic with a 100.0% statistical level of confidence. We believe this video saw a lift in engagement and effectiveness due to the relevancy of the messaging that gave a sneak peek into how the topic of the eBook was discussed. The video that produced the lift also had an enhanced sense of urgency compared to the other treatments that could have positively impacted performance. Future experimentation should focus on incorporating relevant and credible images and videos in the ad campaigns, accompanied by concise and compelling messages that resonate with the target audience.

Experiment Documented by Rebekah Josefy

Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #132451

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