How removing an eBook from Facebook creative impacts complete registrations
NextAfter
Experiment Summary
Timeframe: 04/03/2024 - 04/28/2024
This experiment was conducted on behalf of a non-profit organization specializing in scientific research, education, and charitable initiatives. The test was carried out as a paid social media advertising campaign on Facebook, comparing the effectiveness of two different creative images. Our objective was to ascertain whether the target audience of this non-profit organization would respond more favorably to a 3D image of an eBook or a photograph. The purpose of this experiment was to determine whether adjusting the creative approach could enhance audience engagement, ultimately leading to a higher rate of completed registrations.
Research Question
We hypothesize that substituting the 3D eBook with a scientific image will lead to increased registration rates, as it is expected to captivate the attention of the targeted demographic more effectively.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.26% | ||
| T1: | Treatment | 0.91% | 247.9% | 100.0% |
This experiment has a required sample size of 811 in order to be valid. Since the experiment had a total sample size of 34,196, 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
× 247.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment indicate that the treatment, which involved using a scientific image instead of a 3D eBook image, significantly increased registration rates across various segments of the target audience. The treatment resulted in a 247.9% increase in Complete Registrations for All Traffic with a 100.0% level of confidence.
In addition, the experiment also showed significant decreases in Cost per Click (78%) and Cost per Registration (243%) with high levels of confidence, indicating that the treatment not only attracted more registrations but did so more cost-effectively.
Moving forward, the learnings from this experiment suggest that utilizing scientific images may be more effective in capturing the attention and interest of the target audience for the SETI Institute. Future experimentation should focus on leveraging visually engaging scientific images to drive higher engagement and conversion rates. It is important to continue testing different visual creatives to identify the most effective approach for engaging the audience and achieving the organization’s objectives.