How more contextualized ad media affects click-through-rates on a Facebook ad
Experiment ID: #110982
The Heritage Foundation
Experiment Summary
Ended On: 10/18/2022
After turning off some underperforming Facebook ads, we wanted to introduce a new treatment to test against our previous champion. For this treatment, we wanted to know if more contextualized ad media would lead to higher click-through rates than a simple 3D render of the ebook associated with the offer. To test this concept, we created new ad media which placed the eBook (dealing with critical race theory) over an image of children in a classroom while also adding some value prop copy that aimed to demonstrate WHAT the viewer would learn by signing up for the ebook.
For this experiment, we changed only the ad creative and ran the test for 30 days.
Research Question
We believe that using more contextualized imagery on a Facebook ad will increase click-through rates by adding clarity and appeal to an offer in order to increase its perceived value.
Design
C: Control
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[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.3% | ||
| T1: | Treatment #1 | 0.95% | -27.5% | 100.0% |
This experiment has a required sample size of 6,962 in order to be valid. Since the experiment had a total sample size of 355,056, 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:
27.5% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running this experiment for 30 days, we observed a 27.5% DROP in click-through rates, with a 100% level of confidence. When analyzing this experiment, we identified a potential reason for these results: Decreasing the size of the ebook in the treatment image, along with placing it over a busy background may have created friction for the viewer by making it unclear what they should do. This may also have reduced the visual impact of showing what is being offered (the ebook), prompting viewers who may have otherwise been enticed by this offer to keep scrolling, not realizing a free ebook was being offered The image may also have failed to make the intended impact because it is dark in tone, with heavy shadows and much of the subject matter obscured by the ebook, potentially making it difficult for the viewer to quickly discern what the image is trying to convey. Overall, we believe that these factors combine to make the treatment ad rather "invisible" to the viewer, failing to do enough to catch the reader's attention, get them to stop scrolling, and click through to the offer.