The Impact of Presenting Free eBooks in a Carousel Ad Format on Facebook compared with Presenting Each eBook individually
Experiment ID: #91454
Buckner International
Experiment Summary
Timeframe: 03/16/2022 - 03/31/2022
Buckner International offers a variety of free eBooks to visitors to acquire email addresses and donors. Each of these offers would be promoted on Facebook with its own ad. We hypothesized that we may be able to increase engagement and lower the cost per click on the ad by presenting all their best eBooks in a carousel ad format, allowing the recipient to select the eBook and resource they were most interested in.
Research Question
We believe that presenting multiple free eBooks in a carousel ad format on Facebook will increase engagement and lower the cost per click on the ad compared to presenting each offer in its own ad.
Design
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[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-50x44.png
[admin-width] => 50
[admin-height] => 44
[full] => https://www.nextafter.com/wp-content/uploads/Bundled_Content.png
[full-width] => 695
[full-height] => 618
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-372x331.png
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[thumb_372-height] => 331
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Bundled_Content.png
[single_post_thumbnail-width] => 695
[single_post_thumbnail-height] => 618
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[thumb_32_32-height] => 28
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-48x43.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 43
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-64x57.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 57
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-128x114.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 114
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-75x67.png
[thumb_122_67-width] => 75
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-153x136.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 136
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-130x116.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 116
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-199x177.png
[thumb_232_177-width] => 199
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-544x484.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 484
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 241
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[thumb_271_271-width] => 271
[thumb_271_271-height] => 241
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[thumb_272_172-width] => 193
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 331
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-372x331.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 331
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[thumb_385_270-width] => 304
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 271
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 398
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Bundled_Content.png
[thumb_448_410_retina-width] => 695
[thumb_448_410_retina-height] => 618
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-430x382.png
[thumb_574_382-width] => 430
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Bundled_Content-444x395.png
[thumb_776_395-width] => 444
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Bundled_Content.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 267
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Bundled_Content.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 356
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Bundled_Content.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 534
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.33% | ||
| T1: | Bundled Content | 0.54% | 63.8% | 100.0% |
This experiment has a required sample size of 5,855 in order to be valid. Since the experiment had a total sample size of 1,005,826, 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:
63.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
While the Carousel Ad format increased the click rate on the ad by 64%, it resulted in a FAR higher acquisition cost, leading to far fewer clicks to the landing page and ultimately fewer donations. One of the most popular offers, 7 Scriptures to Pray for your Child had an average cost per link click of $1.00 on 3,191 link clicks during the test period on the control format (one offer per ad). The Carousel meanwhile returned a cost per link click that averaged $7.94 during the campaign. This was a 694% INCREASE in CPLC!
The most expensive ad in our control group had an average CPC of $4.75, still 40% less expensive than the carousel ads treatment.
We believe that the treatment ad lacked the more aligned value propositional copy in the ad body of the control ad formats. By being able to describe each resource in detail and highlight its value to the recipient, the control ads performed far better than the carousel ad that had only generic copy that talked about Buckner eBooks in general. It is possible that if there were more copy talking about the value of these eBooks, while still general enough to apply to all of the offers, that carousel ads would have performed better than they did in this test.
We could also see different results if we tested while optimizing for traffic instead of donor conversion. Further testing is needed into both of these possibilities.