The impact of a Yes/No Image Ad on Facebook for volunteer recruitment
Ended On: 04/29/2021
We wanted to test whether using an image that enabled viewers on Facebook to feel like they were providing immediate feedback would increase conversion. So, we designed a static image with the question of our Facebook Survey on it and a big Yes and a big No option for them to “click” on. While not serving as working buttons, we hypothesized that merely simulating a button would be enough to increase conversion rate.
We tested this against a short video ad created using Facebook’s image/video tool.
We believe that enabling immediate feedback via the image design for viewers on Facebook will achieve greater volunteer conversion rates .
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
This experiment has a required sample size of 6,454 in order to be valid. Since the experiment had a total sample size of 89,400, 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
× 191.6% increase in conversion rate
× 0% increase in average gift
The feedback ad improved conversion on every metric. Not only did we increase volunteer signups by 191%, we decreased the cost per signup 76% (from $37.95 to 8.93) and the cost per click 81% ($0.37 to $0.07). WE are testing this now on our monthly donor campaign to see if it has similar results.
Question about experiment #58790
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.