How using a recognizable and trusted person as the image in a Facebook ad impacts conversion.
Harvest Ministries
Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.
Experiment Summary
Timeframe: 11/07/2016 - 11/14/2016
Harvest Ministries offers free daily devotions. They developed a content specific devotion focused on the topic of forgiveness that they promoted through Facebook ads. They wanted to test what kind of image on the Facebook ad would convert the most people. The control image had a picture of a couple holding hands. This same image was used on the daily devotion sign up page. For the treatment we used a picture of Greg Laurie teaching.
Research Question
Which Facebook ad would acquire more names and emails?
Design
Results
This experiment has a required sample size of 44,678 in order to be valid. Since the experiment had a total sample size of 614,400, 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
× 30.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The picture of Greg had a 30% increase in conversions over the picture of the couple. This was a bit surprising to us since in previous tests we found that when your ad and landing page are congruent, there is usually an increase in conversion. But, people responded more favorably to the image of Greg. This continues to tell us that using Greg Laurie in Facebook ads, a person that is recognizable and trusted, is the image that is most motivating to the end-user and results in more people converting.