How using a plain image in a content offer Facebook ad impacted clicks compared to a designed image using an overlaid CTA
Experiment ID: #174312
NextAfter
Experiment Summary
Timeframe: 03/12/2024 - 03/20/2024
Focus on the Family uses free video series content offers to acquire new subscribers and donors. For one of their best-performing campaigns, they hypothesized that they could increase engagement by making the ad look like a post from another user. Users who share content don’t create “ads” with a custom photo with overlaid call to action text. Instead, they often post a plain image with some thoughts about it.
We created an ad treatment with no text or CTA overlaying the image. We used the ad copy itself to promote the free video series to users and invite them to sign up. We ran this against our control ad images that featured overlaid CTAs.
Research Question
We believe that using a plain image in a content offer Facebook ad will increase clicks by making the ad appear more authentic because it looks like a post from another Facebook user
Design
C: Control - Designed Images
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[date] => 2024-04-03 20:09:21
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Designed Images | 0.48% | ||
| T1: | Treatment #1 - Plain Images | 0.53% | 11.1% | 97.9% |
This experiment has a required sample size of 137,101 in order to be valid. Since the experiment had a total sample size of 382,000, 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:
11.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that using an organic-looking Facebook ad design, which resembles a post from another user, can increase clicks significantly compared to traditional ad designs with overlaid call-to-action text. This approach creates a more authentic and engaging experience for the audience, leading to higher engagement with the ad content.
Moving forward, we should leverage this learning in future experimentation by incorporating more organic-looking ad designs in our campaigns. By focusing on creating content that mimics user-generated posts rather than traditional ad formats, we can build a stronger connection with our audience and drive higher click-through rates. Additionally, we should continue to test and optimize different creative approaches to further enhance our advertising strategies and maximize results.
For a future offer, we will test no ad copy and instead use an image with a clear, short call to action on a plain-colored background.
Impact on other metrics:
- The treatment decreased the gross cost per click by $0.48 ($1.42 vs $190)
- There was no statistically significant difference in emails acquired during the experiment.