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.

Experiment Summary

Ended On: 3/3/2020

We offer many eBooks and wanted to test showing a picture with a book on our Facebook Ads.

Research Question

We wanted to see if we would get more donations from simply adding an image of a book to our eBook Facebook Ads.


C: Generic Photo
T1: Book Image Added


Treatment Name Conv. Rate Relative Difference Confidence
C: Generic Photo 0.05%
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

Key Learnings

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.

Experiment Documented by...

Rebekah Josefy

Rebekah is Optimization Associate. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.