How zooming in on ad creative impacted cost per registration
Experiment ID: #182201
Hoover Institution
Experiment Summary
Timeframe: 06/13/2024 - 06/30/2024
The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States. Currently, the Hoover Institution is running one of its seasonal offers, the Spring Digest. It showed a low CTR. We wanted to test the beginning of the funnel to see how this would impact clicks and, ultimately, registrations. Since the covers for the Digest are visually appealing, we decided to zoom in on the eBook and delete some of the negative space around the eBook.
Research Question
We believe that adjusting the ad creative to show more of the eBook cover for Hoover’s Facebook audience will achieve an increase in the CTR because it engages the viewer with a highly colorful and visual image and provides consistency throughout the offer funnel with the eBook cover.
Design
C: Hoover Digest Spring 2024 Creative Test Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Hoover Digest Spring 2024 Creative Test Control | 1.7% | ||
| T1: | Hoover Digest Spring 2024 Creative Test Treatment | 1.8% | 7.4% | 81.0% |
This experiment has a required sample size of 85,214 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 learnings from this experiment are as follows:
1. Adjusting the ad creative to show more of the eBook cover resulted in a 7.4% increase in Clicks for All Traffic.
2. The statistical level of confidence for this increase was 81.0%, which is below the standard threshold of 85%. Therefore, the results cannot be considered valid and should not be used for future decision making.
3. The Cost per Click experienced a significant 18.3% decrease with a 100% level of confidence, indicating that the treatment had a positive impact on this metric.
4. The Cost per Registration also experienced a significant decrease of 16.2% with a 99.9% level of confidence, revealing that there was an increase in conversions with a lower cost.
In future experimentation, it is important to:
1. Ensure that experiments are run for a longer period to gather more data and increase the statistical validity of the results.
2. Consider other factors that may have influenced the outcome, such as seasonal trends or changes in the target audience.
3. Continue to test different variations of ad creatives to optimize performance, but always prioritize statistical significance in order to make informed decisions.