The impact of a Yes/No Image Ad on Facebook for Monthly Donor Acquisition
Care Net
Experiment Summary
Ended On: 05/10/2021
When we tested using an image that enabled visitors to feel like they were providing immediate feedback with their “click,” on our volunteer signup page, we greatly increased conversion. So, we tested this on our monthly donor acquisition campaign as well. We tested this new image format against our prior best ad which was a short video that looped with two images and text.
Research Question
We believe that enabling immediate feedback via the image design for viewers on Facebook will achieve greater monthly donor conversion.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.01% | ||
| T1: | Treatment #1 | 0.02% | 158.8% | 100.0% |
This experiment has a required sample size of 69,941 in order to be valid. Since the experiment had a total sample size of 625,000, 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:
0% increase in traffic
× 158.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
Not only did the new ad format drastically increase donor conversion, it significantly decreased the cost per click on the ad as well. The control had a CPC of $0.63 vs $0.22 on the variation.
We have rolled out this new format and will see how long it continues to perform well and when (if) the novelty wears off.