How a more substantive image affects conversion rate in a Facebook ad Experiment ID: #9127


Experiment Summary

Ended On: 6/26/2018

In this experiment, we were running ads for a new research study centered around the behavioral traits and values of nonprofit employees. While we had previously tested into using ads that included representative imagery and clear calls-to-action, we had never tried putting the actual results of a study in the ad image itself.

For the control, we used the image from the cover of the research study, overlaid the title, and noted that it was a free eBook. For the treatment we used a more infographic style image that specifically called out one of the more shocking findings from the study. The copy and headline of the ad were exactly the same.

Research Question

Will including a finding from the research study in the Facebook ad image result in higher conversion rates?


C: Book Cover Imagery
T1: Research Findings


Treatment Name Conv. Rate Relative Difference Confidence
C: Book Cover Imagery 0.20%
T1: Research Findings 0.69% 242.5% 95.4%

This experiment has a required sample size of 2,003 in order to be valid. Since the experiment had a total sample size of 3,956, 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
× 242.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment saw a 242.5% increase in conversion rate. This tells us that it can be very effective to leverage significant findings in the imagery itself, rather that solely relying in the copy to communicate the substance of the offer.

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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist 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.