How using an organic-looking post as a paid Facebook ad with a brighter color background affects click-through rate and other downstream conversions
Experiment ID: #160650
International Mission Board
Experiment Summary
Ended On: 09/14/2023
We have recently tested Facebook ads for this ministry client, which was an experiment between organic vs. normal graphic ads. We found that the organic post led to a higher click-through rate and donor conversion. Knowing that, we then wanted to conduct an A/B test between two different organic Facebook ads. The control Facebook organic ad was the original organic ad, with simple white text on a dark-colored navy background. Our treatment for this experiment was the same simple white text but placed on a brighter color teal background. We predict that the brighter color background can create a sense of urgency and stand out to the Facebook user, leading to an increase in click-through rate. The copy on both ads is the same.
This was an A/B test with 50/50 split in traffic.
Research Question
We believe that using a brighter color background for the Facebook ad instead of a darker color for Facebook users will achieve an increase in click through rate and decrease in cost per click because the brighter color background will create a sense of vibrancy and attention-grabbing effect, capturing users’ focus and prompting them to take action.
Design
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)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.57% | ||
| T1: | Treatment #1 | 0.56% | -0.4% | 10.1% |
This experiment has a required sample size of 102,404,517 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
The key learning from this experiment is that using a brighter color background for the Facebook ad did not perform better in terms of Click-Through Rate (CTR) and Cost Per Click (CPC). The treatment group, which used the brighter color background, actually saw a decrease in clicks compared to the control group. It is important to note that the statistical level of confidence for this decrease in clicks was only 10.1%, which did not validate since it was not above a 95% level of confidence. In future experimentation, it may be beneficial to test other variables or factors that could impact CTR and CPC, such as ad copy - this can include ad copy length, font, size, and even emojis/symbols.