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How a simplified eBook ad image impacted email signup rate

Experiment ID: #106295

NextAfter

Experiment Summary

Ended On: 09/03/2022

As a part of our experimentation with new subscriber acquisition offers, we theorized that the amount of text and call-outs on the control ad image used to promote our Facebook Ad Template offer created anxiety — which is defined as the “psychological resistance to take action” — by looking so busy.

Therefore, we decided to simplify the eBook image cover and use it in an ad to see if we could generate more clicks and increase the number of people signing up after they clicked the ad.

Research Question

We believe that simplifying the eBook image in our ad for Facebook prospects will achieve increase email signup rates.

Design

C: Control
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T1: Treatment: Simplified eBook Image
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[thumb_776_395-width] => 316 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.28%
T1: Treatment: Simplified eBook Image 0.13%-53.2% 100.0%

This experiment has a required sample size of 7,627 in order to be valid. Since the experiment had a total sample size of 65,123, 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
× 53.2% decrease in conversion rate
× 0% increase in average gift

Key Learnings

With a 99.9% level of confidence, the treatment produced 53.2% fewer email signups.

Our hypothesis that simplifying the eBook image cover actually worked against us in this case. Now the question becomes: Why?

There are some other data points that are worth considering, as well. They are:

  1. We observed that the treatment ad variant had a 1.35x higher CPM — meaning that Facebook charged us more to reach 1,000 people when compared to the control audience.
  2. When the above note is combined with the fact that we saw a 2.5x higher cost per click — the treatment never really had a chance, but it’s worth noting also …
  3. Even once we generated a click from the treatment ad variant, we saw 12% fewer people signing up for the offer once they had arrived on the landing page.

With this in mind, it’s fair to eliminate any considerations of the higher CPM being the cause of the increase in email signup rates.

Ultimately, the fact of the matter is that where the “rubber meets the road” is in the cost per outcome — in this case, and email signup — and what the treatment produced was a cost per email that was nearly 3x higher than the control experience.

From this, we’re left with the concept that our ideal audience actually appreciates detail more than marketing veneer.

Further experimentation with this concept could be made to challenge or validate this hypothesis, but in the interim, it’s fair to assume that “less is not more” for our audience.

Experiment Documented by Greg Colunga
Greg Colunga is Chief Operating Office at NextAfter.

Question about experiment #106295

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