How the kind of image used in a Facebook ad impacts clicks
Experiment ID: #6189
Pregnancy Decision Line
Experiment Summary
Timeframe: 05/31/2018 - 06/15/2018
Pregnancy Decision Line runs a remarketing campaign that targets people who have visited their site within the last seven days because they know that people are most likely to call during that timeframe. In an effort to increase the number of people clicking through from the Facebook ad to their website and potentially calling, we tested two different images in their campaign. Traditionally we have used an image of a girl/woman. We hypothesized that an image of a woman’s belly might be more appealing for this kind of ad. No other elements in the ad changed except the image.
Research Question
Which image would push more people to the PDL website?
Design
C: Control
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T1: Treatment #1
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[thumb_372-height] => 398
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862.jpg
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[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-45x48.jpg
[thumb_48_48-width] => 45
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[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-120x128.jpg
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[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-63x67.jpg
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[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-143x153.jpg
[thumb_153_153-width] => 143
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-130x139.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 139
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-165x177.jpg
[thumb_232_177-width] => 165
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862.jpg
[thumb_272_325-width] => 399
[thumb_272_325-height] => 427
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-271x290.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 290
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-253x271.jpg
[thumb_271_271-width] => 253
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-161x172.jpg
[thumb_272_172-width] => 161
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 398
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-372x398.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 398
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[thumb_385_270-height] => 270
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[thumb_416_241-width] => 225
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 383
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862.jpg
[thumb_448_410_retina-width] => 399
[thumb_448_410_retina-height] => 427
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-357x382.jpg
[thumb_574_382-width] => 357
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862-369x395.jpg
[thumb_776_395-width] => 369
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862.jpg
[gform-image-choice-sm-width] => 280
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862.jpg
[gform-image-choice-md-width] => 374
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-862.jpg
[gform-image-choice-lg-width] => 399
[gform-image-choice-lg-height] => 427
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.2% | ||
| T1: | Treatment #1 | 5.1% | 317.7% | 99.5% |
This experiment has a required sample size of 169 in order to be valid. Since the experiment had a total sample size of 575, 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:
317.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The image of the belly increased the number of people clicking on the ad by 318%! Not only did it increase click rate significantly, but it decreased cost by 72%. The image of the belly appealed more to the people seeing the ads and reinforced the value proposition of the ad. We had doubted that the image of the belly wouldn't relate to the audience seeing the ads because most of the women who are searching for answers to their abortion questions aren't as far along in their pregnancy as the image of the belly we used. While the image might not depict the exact stage of pregnancy that people are in when they see the ad, it still had a stronger connection to what they are going through than just using an image of a woman they have no connection with.