How the congruency of an image in a Facebook ad affects conversion rate
Live Action
Experiment Summary
Timeframe: 01/14/2021 - 01/19/2021
Live Action was running a campaign to acquire emails in light of censorship concerns surrounding the mainstream media and social media platforms. They wanted to test how certain images performed in getting people to sign up for updates from Live Action.
Research Question
We believe that the image with a woman’s mouth duct taped for Live Action’s audience will achieve a greater conversion rate.
Design
C: Control
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T1: Treatment #1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.3% | ||
| T1: | Treatment #1 | 2.5% | 91.3% | 100.0% |
This experiment has a required sample size of 1,255 in order to be valid. Since the experiment had a total sample size of 368,645, 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
× 91.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The image of the woman "being silenced" made a much stronger argument along with the copy of the ad to promote the campaign, which sought to get people to sign up for updates outside of social media. We were unsure if this image would pass Facebook's ad restrictions, so we tested it against a "safer" image of a woman and her baby. In the end, the fact that this made it through the restrictions especially when paired with this copy made a huge impact on conversion rate and the effectiveness of the ad.