How the kind of image used in Facebook ads impact donor conversion Experiment ID: #19299

Back to the Bible

Experiment Summary

Ended On: 12/9/2019

Back to the Bible offers people an eBook called, the Strategy of Satan. The promote the eBook through paid Facebook ads. They hypothesized which image would increase engagement and ultimately donor conversion with the offer. To test this, they launched an ad that focused on the eBook itself and visually showed people what it looked like. For the treatment, they wanted to see if an image depicting “Satan” might increase conversion.

Research Question

Which image will increase conversion?


C: Image of eBook
T1: Dark Image


Treatment Name Conv. Rate Relative Difference Confidence
C: Image of eBook 0.10%
T1: Dark Image 0.12% 20.8% 96.9%

This experiment has a required sample size of 198,934 in order to be valid. Since the experiment had a total sample size of 510,765, 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
× 20.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

The image of “Satan” not only increased clicks and names acquired, but it increased donor conversion as ell by 21%. This was an interesting experiment because what we’ve known from other testing is that an image of the eBook communicating what a person would get usually increases conversion. But with the nature and topic of this offer, the image of “Satan” increased the appeal of the offer by reinforcing the topic and purpose for the offer. It created intrigue and increased the feeling in people that they probably needed what this eBook had to offer as a solution based on the image that depicts the problem.

Experiment Documented by...

Courtney Gaines

Courtney is a Vice President 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.