How the cover artwork for an eBook offer impacts name conversion
Experiment ID: #6299
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 02/28/2017 - 03/14/2017
The Missionary Oblates set up an acquisition offer for Lent. They were offering people an eBook of Lenten Prayers. The eBook was a resource they already had created, but we hypothesized that something visually brighter and more modern might be more appealing and potentially acquire more names. To test this hypothesis, we developed a new cover for the Lenten Prayers eBook and set up two different Facebook campaigns – one with the original cover that looked more traditional, and one with the new cover that was more modern.
Research Question
Which eBook cover would be more appealing to people and acquire more names?
Design
C: Traditional Cover
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Traditional Cover | 1.7% | ||
| T1: | Modern Cover | 1.7% | -3.2% | 54.1% |
This experiment has a required sample size of 425,821 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While the two covers were drastically different in appearance, there was no signifiant difference in conversion. This experiment didn’t validate, but what it tells us is that the cover of the eBook had no impact on name conversion for the offer. This is great insight to have as we continue to launch new offers using content and artwork that is already developed.