How an illustrated image in a Facebook ad increases conversion rate Experiment ID: #6761

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Timeframe: 5/1/2017 - 5/16/2017

The Missionary Oblates were running a campaign to promote their Mother’s Day Novena acquisition offer. They wanted to run a test to see if an illustrated image (something that has worked for other assets of their campaigns for their audience) would increase conversion rate more than a real photo. All other elements of the ads remained the same.

Research Question

Does using an illustrated image in a Facebook ad increase conversion rate more than a real photo for a certain audience?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS


C: Real Photo
T1: Illustrated Image


Treatment Name Conv. Rate Relative Difference Confidence
C: Real Photo 0.60%
T1: Illustrated Image 1.2% 100.2% 100.0%

This experiment has a required sample size of 2,300 in order to be valid. Since the experiment had a total sample size of 17,264, 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
× 100.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The illustrated image increased conversion rate over the real photo by over 100%. This could be due to the specific audience that the Oblates target, who have shown an affinity for highly illustrated images in other areas of their ministry.

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Experiment Documented by...

Allison Jones

Allison is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.