How the impact of an ad’s image affects click through rate
National Breast Cancer Foundation
The National Breast Cancer Foundation's mission is to provide help and inspire hope to those affected by breast cancer through early detection, education, and support services.
Experiment Summary
Timeframe: 07/03/2014 - 08/09/2014
As part of the promotion of their free eBook, Teen Mania was running Facebook ads in order to acquire new prospect emails. We wanted to find out what factors of the book were most appealing to the audience so we ran an experiment on the imagery used in the ad. Since the author of the free book is well known, we tested to see if his image would drive more interest than highlighting the book itself.
Research Question
What drives more clicks — a picture of the offer, or a picture of the author?
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.1% | ||
| T1: | Treatment 1 | 4.8% | 52.2% | 100.0% |
This experiment has a required sample size of 1,099 in order to be valid. Since the experiment had a total sample size of 54,455, 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:
52.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The popularity of the author resulted in a 52.2% increase in the number of visitors to the page. In this situation, the book did not have the same value and appeal to the viewers as the author himself.