How the image used in a Facebook ad impacts name conversion.
Experiment ID: #3278
Care Net
Experiment Summary
Ended On: 02/28/2018
Care Net developed an eBook to acquire new names. The eBook was centered around sharing the Gospel with women and men considering abortion. In recent months, they have seen that faith based content offers perform well. Because of this, they used an image of a cross for the Facebook ad for the control. They hypothesized that an image of a baby that also had a small faith-based reference in it might motivate more people to want and get the offer.
Research Question
Would an image of a cross or a baby motivate more people convert?
Design
C: Cross Image
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[gform-image-choice-sm-width] => 238
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[gform-image-choice-lg-width] => 476
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Cross Image | 0.38% | ||
| T1: | Baby Image | 0.63% | 66.1% | 100.0% |
This experiment has a required sample size of 6,390 in order to be valid. Since the experiment had a total sample size of 47,020, 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
× 66.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The image of the baby with the Bible in the background increased name conversion by 66%. While people are motivated by faith-based content, this doesn't necessarily mean that strictly faith-based images are more appealing to them. When we were able to use an image that combined both the faith-based aspect of the content and a baby, more people responded and wanted the offer. The treatment image did a better job of reinforcing the value proposition and content of the offer.