How ad image text impacted overall conversion Experiment ID: #9255

Buckner International

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.

Experiment Summary

Timeframe: 6/26/2018 - 7/9/2018

Buckner International had been running email acquisition for their new parenting video series via Facebook for a couple of weeks. After validating the first series of experiments, we decided to see if we could narrow our testing into a single variable. We decided to see if we could run an experiment that would allow us to better understand the impact of including a call-to-action on the image itself.

To do this, we used the same image and copy in each ad and simply added a text overlay on to the image that included the same CTA that was used at the bottom of the ad. We then ran both ads with each audience and analyzed the results.

Research Question

Will including a call to action on the image increase overall email acquisition?


C: Image
T1: Image with Text


Treatment Name Conv. Rate Relative Difference Confidence
C: Image 0.58%
T1: Image with Text 0.30% -48.5% 99.7%

This experiment has a required sample size of 4,968 in order to be valid. Since the experiment had a total sample size of 23,679, 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
× 48.5% decrease in conversion rate
× 0% increase in average gift

Key Learnings

In this situation, the addition of a call to action on the image reduced the likelihood to acquire an email address. When analyzing the full funnel, we discovered that the additional text did not change the likelihood of a user to click on the ad but significantly decreased the chances that they would convert when they got to the page.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.