How image clarity and ask intensity affected conversions on a Facebook ad Experiment ID: #6568
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Timeframe: 4/27/2017 - 5/5/2017
Buckner International was promoting a new devotional to grow their email file targeted towards people interested in the foster care system. They wanted to figure out what made people click through from the ad and download the guide. They created four different treatments to test this- 2 images paired with 2 different approaches to copy. One of the images is a photo of the 3D eBook, and the other image is a photo of children. The copy differences hinge on a direct vs. soft ask: “commit to prayer” vs. “learn more about the opportunity”.
In their first test on this ad, treatment number 3 (a photo of the eBook with a soft ask) led to a 40% increase in clickthrough. Their next test was to find out if this increase in clickthrough ultimately led to an increase in conversions.
Did an increase in click through in a Facebook ad also increase conversion rate?
MECLABS Conversion Factors Targeted
C = 4m + 3v + 2( i - f) - 2a ©
Copyright 2015, MECLABS
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|C:||Children image, copy 2||0.28%|
|T1:||Children image, copy 1||0.55%||98.1%||80.4%|
|T2:||3D eBook image, copy 2||0.49%||76.0%||77.7%|
|T3:||3D eBook image, copy 1||0.62%||120.5%||95.8%|
This experiment has a required sample size of 7,300 in order to be valid. Since the experiment had a total sample size of 15,857, 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
× 120.5% increase in conversion rate
× 0% increase in average gift
The Buckner team realized that users were 120% more likely to respond to an image including the 3D eBook than one that does not. This stems from the clarity and directness of the image’s alignment with the ad- people know exactly what they’re getting when they click the ad. Copy 2 was also more effective because they’re not asking them to commit to something at the ad level, as in Copy 1. The direct ask in Copy 1 is better suited for people who have already clicked through to the landing page. The softer ask in Copy 2 (asking them to learn more) paired with a direct image led to a 40% more successful click through rate and a 120% increase in email acquisition.
They also learned that placing a strong statement (“The foster system is broken”) that people will either agree/disagree with at the beginning of the ad leads to more qualified traffic (and a more likely converter). If the user agrees with the initial statement, then sees the opportunity to learn more paired with a very clear image of what they’re going to receive if they click the link, they’re more likely to continue to the landing page. If they disagree, they’re immediately diverted.