How different imagery affects the conversion rate from a Facebook ad Experiment ID: #6334
Timeframe: 3/13/2017 - 3/20/2017
When launching a new research study, we wanted to ensure that we were getting the most out of our Facebook advertising.
Our control used typical imagery with a picture of the eBook, and text on the ad saying “Get the Free eBook.”
We developed a treatment with the hypothesis that more people might download the study if the ad introduced the nature of the content, rather than making an overt offer right in the news feed.
A 2nd treatment was developed with the hypothesis that an infographic could more accurately convey the value of the research than the book’s artwork, prompting more downloads.
Which ad will generate more eBook downloads?
MECLABS Conversion Factors Targeted
C = 4m + 3v + 2( i - f) - 2a ©
Copyright 2015, MECLABS
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|T1:||Cover Art and Title||0.89%||360.0%||100.0%|
This experiment has a required sample size of 1,591 in order to be valid. Since the experiment had a total sample size of 10,346, 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
× 360.0% increase in conversion rate
× 0% increase in average gift
This experiment conveys that likely NextAfter subscribers aren’t motivated enough in the Facebook newsfeed to download an eBook. But an ad that conveys a relevant message can capture their attention, and get them to a landing page where they are more likely to download the offer.