How adding a book to the image of a Facebook Ad increases donations Experiment ID: #20163
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.
Ended On: 3/3/2020
We offer many eBooks and wanted to test showing a picture with a book on our Facebook Ads.
We wanted to see if we would get more donations from simply adding an image of a book to our eBook Facebook Ads.
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|T1:||Book Image Added||0.09%||67.4%||97.5%|
This experiment has a required sample size of 44,813 in order to be valid. Since the experiment had a total sample size of 113,136, 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
× 67.4% increase in conversion rate
× 0% increase in average gift
We found out that adding a book to the photo increased donations. Because of the increase in donations we also saw the revenue go up. It also had a higher click rate on Facebook. Adding the book seems to have caught peoples attention and showed them what they will be receiving by clicking through the ad and signing up.