How aligning a Facebook ad image with the interests of the target audience affects email acquisition rate
Experiment ID: #2738
Leadership Institute
Experiment Summary
Timeframe: 10/18/2017 - 11/02/2017
The Leadership Institute recently re-launched their online course “Conservatism 101,” and began promoting to targeted audiences on Facebook. This course features a number of notable conservative leaders, including Mark Levin. They wondered: If we align the Facebook ad image with the audience interest target (i.e. fans of Mark Levin), can we increase our email acquisition rate?
Research Question
Will a Facebook ad image that is aligned with the interests of the targeted Facebook group increase email acquisition rate?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 46305
[id] => 46305
[title] => Control.jpg
[filename] => Control-2269.jpg
[filesize] => 89929
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[link] => https://www.nextafter.com/experiments/how-aligning-a-facebook-ad-image-with-the-interests-of-the-target-audience-affects-email-acquisition-rate/attachment/control-jpg-2711/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2711
[status] => inherit
[uploaded_to] => 14289
[date] => 2022-11-01 21:42:10
[modified] => 2022-11-01 21:42:10
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 498
[height] => 592
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-252x300.jpg
[medium-width] => 252
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[medium_large-width] => 498
[medium_large-height] => 592
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[large-width] => 498
[large-height] => 592
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[1536x1536-width] => 498
[1536x1536-height] => 592
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[2048x2048-width] => 498
[2048x2048-height] => 592
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-498x400.jpg
[ab-block-post-grid-landscape-width] => 498
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[ab-block-post-grid-square-width] => 498
[ab-block-post-grid-square-height] => 592
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[tp-image-grid-width] => 498
[tp-image-grid-height] => 592
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[full-width] => 498
[full-height] => 592
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-372x442.jpg
[thumb_372-width] => 372
[thumb_372-height] => 442
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[single_post_thumbnail-width] => 498
[single_post_thumbnail-height] => 592
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-108x128.jpg
[thumb_128_128-width] => 108
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-129x153.jpg
[thumb_153_153-width] => 129
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-130x155.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 155
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-149x177.jpg
[thumb_232_177-width] => 149
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[thumb_272_325-width] => 498
[thumb_272_325-height] => 592
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-271x322.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 322
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-228x271.jpg
[thumb_271_271-width] => 228
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-145x172.jpg
[thumb_272_172-width] => 145
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-372x442.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 442
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-372x442.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 442
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-227x270.jpg
[thumb_385_270-width] => 227
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-203x241.jpg
[thumb_416_241-width] => 203
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-345x410.jpg
[thumb_448_410-width] => 345
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[thumb_448_410_retina-width] => 498
[thumb_448_410_retina-height] => 592
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-321x382.jpg
[thumb_574_382-width] => 321
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-332x395.jpg
[thumb_776_395-width] => 332
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 46311
[id] => 46311
[title] => Treatment_1.jpg
[filename] => Treatment_1-999.jpg
[filesize] => 84555
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[link] => https://www.nextafter.com/experiments/how-aligning-a-facebook-ad-image-with-the-interests-of-the-target-audience-affects-email-acquisition-rate/attachment/treatment_1-jpg-1201/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-1201
[status] => inherit
[uploaded_to] => 14289
[date] => 2022-11-01 21:42:28
[modified] => 2022-11-01 21:42:28
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 501
[height] => 587
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-256x300.jpg
[medium-width] => 256
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[medium_large-width] => 501
[medium_large-height] => 587
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[large-width] => 501
[large-height] => 587
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[1536x1536-width] => 501
[1536x1536-height] => 587
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[2048x2048-width] => 501
[2048x2048-height] => 587
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-501x400.jpg
[ab-block-post-grid-landscape-width] => 501
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[ab-block-post-grid-square-width] => 501
[ab-block-post-grid-square-height] => 587
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[tp-image-grid-width] => 501
[tp-image-grid-height] => 587
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-43x50.jpg
[admin-width] => 43
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[full-width] => 501
[full-height] => 587
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-372x436.jpg
[thumb_372-width] => 372
[thumb_372-height] => 436
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[single_post_thumbnail-width] => 501
[single_post_thumbnail-height] => 587
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-55x64.jpg
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-109x128.jpg
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-57x67.jpg
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-131x153.jpg
[thumb_153_153-width] => 131
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-130x152.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 152
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-151x177.jpg
[thumb_232_177-width] => 151
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[thumb_272_325-width] => 501
[thumb_272_325-height] => 587
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-271x318.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 318
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-231x271.jpg
[thumb_271_271-width] => 231
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-147x172.jpg
[thumb_272_172-width] => 147
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-372x436.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 436
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-372x436.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 436
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-230x270.jpg
[thumb_385_270-width] => 230
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-206x241.jpg
[thumb_416_241-width] => 206
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-350x410.jpg
[thumb_448_410-width] => 350
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[thumb_448_410_retina-width] => 501
[thumb_448_410_retina-height] => 587
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-326x382.jpg
[thumb_574_382-width] => 326
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-337x395.jpg
[thumb_776_395-width] => 337
[thumb_776_395-height] => 395
) ) )
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 46305
[id] => 46305
[title] => Control.jpg
[filename] => Control-2269.jpg
[filesize] => 89929
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[link] => https://www.nextafter.com/experiments/how-aligning-a-facebook-ad-image-with-the-interests-of-the-target-audience-affects-email-acquisition-rate/attachment/control-jpg-2711/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2711
[status] => inherit
[uploaded_to] => 14289
[date] => 2022-11-01 21:42:10
[modified] => 2022-11-01 21:42:10
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 498
[height] => 592
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-252x300.jpg
[medium-width] => 252
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[medium_large-width] => 498
[medium_large-height] => 592
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[large-width] => 498
[large-height] => 592
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[1536x1536-width] => 498
[1536x1536-height] => 592
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[2048x2048-width] => 498
[2048x2048-height] => 592
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-498x400.jpg
[ab-block-post-grid-landscape-width] => 498
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[ab-block-post-grid-square-width] => 498
[ab-block-post-grid-square-height] => 592
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[tp-image-grid-width] => 498
[tp-image-grid-height] => 592
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-42x50.jpg
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[full-width] => 498
[full-height] => 592
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-372x442.jpg
[thumb_372-width] => 372
[thumb_372-height] => 442
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[single_post_thumbnail-width] => 498
[single_post_thumbnail-height] => 592
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-40x48.jpg
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-54x64.jpg
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-108x128.jpg
[thumb_128_128-width] => 108
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-56x67.jpg
[thumb_122_67-width] => 56
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-129x153.jpg
[thumb_153_153-width] => 129
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-130x155.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 155
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-149x177.jpg
[thumb_232_177-width] => 149
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[thumb_272_325-width] => 498
[thumb_272_325-height] => 592
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-271x322.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 322
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-228x271.jpg
[thumb_271_271-width] => 228
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-145x172.jpg
[thumb_272_172-width] => 145
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-372x442.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 442
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-372x442.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 442
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-227x270.jpg
[thumb_385_270-width] => 227
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-203x241.jpg
[thumb_416_241-width] => 203
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-345x410.jpg
[thumb_448_410-width] => 345
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269.jpg
[thumb_448_410_retina-width] => 498
[thumb_448_410_retina-height] => 592
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-321x382.jpg
[thumb_574_382-width] => 321
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2269-332x395.jpg
[thumb_776_395-width] => 332
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 46311
[id] => 46311
[title] => Treatment_1.jpg
[filename] => Treatment_1-999.jpg
[filesize] => 84555
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[link] => https://www.nextafter.com/experiments/how-aligning-a-facebook-ad-image-with-the-interests-of-the-target-audience-affects-email-acquisition-rate/attachment/treatment_1-jpg-1201/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-1201
[status] => inherit
[uploaded_to] => 14289
[date] => 2022-11-01 21:42:28
[modified] => 2022-11-01 21:42:28
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 501
[height] => 587
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-256x300.jpg
[medium-width] => 256
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[medium_large-width] => 501
[medium_large-height] => 587
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[large-width] => 501
[large-height] => 587
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[1536x1536-width] => 501
[1536x1536-height] => 587
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[2048x2048-width] => 501
[2048x2048-height] => 587
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-501x400.jpg
[ab-block-post-grid-landscape-width] => 501
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[ab-block-post-grid-square-width] => 501
[ab-block-post-grid-square-height] => 587
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[tp-image-grid-width] => 501
[tp-image-grid-height] => 587
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-43x50.jpg
[admin-width] => 43
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[full-width] => 501
[full-height] => 587
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-372x436.jpg
[thumb_372-width] => 372
[thumb_372-height] => 436
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[single_post_thumbnail-width] => 501
[single_post_thumbnail-height] => 587
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-27x32.jpg
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-41x48.jpg
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-55x64.jpg
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-109x128.jpg
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-57x67.jpg
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-131x153.jpg
[thumb_153_153-width] => 131
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-130x152.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 152
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-151x177.jpg
[thumb_232_177-width] => 151
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[thumb_272_325-width] => 501
[thumb_272_325-height] => 587
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-271x318.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 318
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-231x271.jpg
[thumb_271_271-width] => 231
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-147x172.jpg
[thumb_272_172-width] => 147
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-372x436.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 436
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-372x436.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 436
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-230x270.jpg
[thumb_385_270-width] => 230
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-206x241.jpg
[thumb_416_241-width] => 206
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-350x410.jpg
[thumb_448_410-width] => 350
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999.jpg
[thumb_448_410_retina-width] => 501
[thumb_448_410_retina-height] => 587
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-326x382.jpg
[thumb_574_382-width] => 326
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-999-337x395.jpg
[thumb_776_395-width] => 337
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.45% | ||
| T1: | Treatment 1 | 1.0% | 132.1% | 99.3% |
This experiment has a required sample size of 2,038 in order to be valid. Since the experiment had a total sample size of 7,955, 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
× 132.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The Leadership Institute found that this approach did, in fact, increase email acquisition by 132%. This test shows that ad congruency is an important factor, not only in increases Facebook ad clicks, but also in the motivation of the targeted viewer. We often think of developing congruency between the ad, the acquisition page, and the donation page–and this is important to do because it also decreases anxiety! But this test shows that there are other elements that we need to keep in mind as well–namely here, audience targeting. This test has prompted further testing across the organization, and among other organizations who are seeking a high level of congruency in their Facebook acquisition strategy.