How testing an organic single image ad creative against a carousel ad impacts clicks
Experiment ID: #194731
Buckner International
Experiment Summary
Ended On: 01/17/2025
Buckner International is a Christian nonprofit serving children and families for over one hundred years. Their top donor acquisition campaign has been their Shoes for Orphan Souls (SOS) campaign.
For this experiment, we tested an organic-style direct appeal ad against a carousel ad telling a personal story of a child receiving shoes, from the child’s perspective. The experiment aims to determine which ad format is more effective in driving donor action. The carousel ad utilized the image of a child on the first card, and used organic-style ads for the remaining cards, telling the child’s personal story.
Our hypothesis is that the carousel direct appeal ad featuring a narration of a child’s personal story receiving their shoes will outperform the organic-style direct appeal ad in engagement because showcasing multiple images will provide a more comprehensive and compelling story, allowing prospective engagers to see the tangible impact of their support.
In addition, by presenting a child benefiting from donations with the utilization of their personal story, the carousel ad may create a stronger emotional connection and drive more conversions by demonstrating the broader impact of giving.
We set this test up on Facebook as an A/B test so that 50% of our audience would see the control ads and the other 50% would see the treatment ads. The control campaign had the organic style single-image ad, and the treatment campaign had the carousel multi-image ads. Both campaigns had the same budget and audience targeting, and the test ran for 15 days on Facebook.
Research Question
We believe that the utilization of carousel ads for prospective donors will achieve an increase in click-though rates because the multi-imagery and story-telling aspects of the carousel ads will will provide a more comprehensive and compelling story, allowing donors to see the tangible impact of their support.
Design
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.83% | ||
| T1: | Treatment #1 | 0.57% | -31.1% | 100.0% |
This experiment has a required sample size of 8,280 in order to be valid. Since the experiment had a total sample size of 56,100, 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:
31.1% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that the organic-style direct appeal ad outperformed the carousel ad featuring a child's personal story in driving donor action, as evidenced by a 31.1% decrease in clicks for all traffic with a 100.0% statistical level of confidence. This means that the single-image ad was more effective in engaging the audience and motivating them to take action compared to the multi-image carousel ad. In addition, it is important to note that the organic-style direct appeal ad significantly outperformed the carousel ad in both donor response and cost efficiency. The organic ad generated 18 gifts with an ROI of 0.61 and a $63 gross cost per donor, whereas the carousel ad resulted in only 3 gifts, an ROI of 0.16, and a $341 cost per donor. These results suggest that a singular, emotionally compelling message with a focused visual may more effectively drive conversions than a multi-image format that disperses attention. While the data does suggest that prioritizing organic-style direct appeals will maximize donor engagement and cost efficiency, in future campaigns, it would be beneficial to continue testing different ad formats and messaging to identify the most effective strategies for driving donor engagement and action.