How acerbic Facebook ad copy affects clickthrough rate
Experiment ID: #2734
Leadership Institute
Experiment Summary
Timeframe: 11/14/2017 - 11/28/2017
The Leadership Institute has found that using Mark Levin’s authority in both copy and imagery has increased course signups for their online course ‘Conservatism 101.’ They wondered: Will more forthright, biting ad copy impact clickthrough rate on a Facebook ad? They launched an A/B test to find out.
Research Question
Will more forthright ad copy increase email acquisition in a facebook ad?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 46249
[id] => 46249
[title] => Control.jpg
[filename] => Control-2267.jpg
[filesize] => 86858
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[link] => https://www.nextafter.com/experiments/how-acerbic-facebook-ad-copy-affects-clickthrough-rate-2/attachment/control-jpg-2707/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2707
[status] => inherit
[uploaded_to] => 46246
[date] => 2022-11-01 21:35:56
[modified] => 2022-11-01 21:35:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 502
[height] => 619
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-243x300.jpg
[medium-width] => 243
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[medium_large-width] => 502
[medium_large-height] => 619
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[large-width] => 502
[large-height] => 619
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[1536x1536-width] => 502
[1536x1536-height] => 619
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[2048x2048-width] => 502
[2048x2048-height] => 619
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-502x400.jpg
[ab-block-post-grid-landscape-width] => 502
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-502x600.jpg
[ab-block-post-grid-square-width] => 502
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[tp-image-grid-width] => 502
[tp-image-grid-height] => 619
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-41x50.jpg
[admin-width] => 41
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[full-width] => 502
[full-height] => 619
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-372x459.jpg
[thumb_372-width] => 372
[thumb_372-height] => 459
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[single_post_thumbnail-width] => 502
[single_post_thumbnail-height] => 619
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-39x48.jpg
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-52x64.jpg
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-104x128.jpg
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-54x67.jpg
[thumb_122_67-width] => 54
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-124x153.jpg
[thumb_153_153-width] => 124
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-130x160.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 160
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-144x177.jpg
[thumb_232_177-width] => 144
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[thumb_272_325-width] => 502
[thumb_272_325-height] => 619
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-271x334.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 334
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-220x271.jpg
[thumb_271_271-width] => 220
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-139x172.jpg
[thumb_272_172-width] => 139
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-372x459.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 459
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-372x459.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 459
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-219x270.jpg
[thumb_385_270-width] => 219
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-195x241.jpg
[thumb_416_241-width] => 195
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-333x410.jpg
[thumb_448_410-width] => 333
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[thumb_448_410_retina-width] => 502
[thumb_448_410_retina-height] => 619
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-310x382.jpg
[thumb_574_382-width] => 310
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-320x395.jpg
[thumb_776_395-width] => 320
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 46253
[id] => 46253
[title] => Treatment_1.jpg
[filename] => Treatment_1-997.jpg
[filesize] => 87536
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[link] => https://www.nextafter.com/experiments/how-acerbic-facebook-ad-copy-affects-clickthrough-rate-2/attachment/treatment_1-jpg-1196/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-1196
[status] => inherit
[uploaded_to] => 46246
[date] => 2022-11-01 21:36:14
[modified] => 2022-11-01 21:36:14
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 503
[height] => 631
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-239x300.jpg
[medium-width] => 239
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[medium_large-width] => 503
[medium_large-height] => 631
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[large-width] => 503
[large-height] => 631
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[1536x1536-width] => 503
[1536x1536-height] => 631
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[2048x2048-width] => 503
[2048x2048-height] => 631
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-503x400.jpg
[ab-block-post-grid-landscape-width] => 503
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-503x600.jpg
[ab-block-post-grid-square-width] => 503
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[tp-image-grid-width] => 503
[tp-image-grid-height] => 631
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-40x50.jpg
[admin-width] => 40
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[full-width] => 503
[full-height] => 631
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-372x467.jpg
[thumb_372-width] => 372
[thumb_372-height] => 467
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-498x625.jpg
[single_post_thumbnail-width] => 498
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-38x48.jpg
[thumb_48_48-width] => 38
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-51x64.jpg
[thumb_64_64-width] => 51
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-102x128.jpg
[thumb_128_128-width] => 102
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-53x67.jpg
[thumb_122_67-width] => 53
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-122x153.jpg
[thumb_153_153-width] => 122
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-130x163.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-141x177.jpg
[thumb_232_177-width] => 141
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[thumb_272_325-width] => 503
[thumb_272_325-height] => 631
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-271x340.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 340
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-216x271.jpg
[thumb_271_271-width] => 216
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-137x172.jpg
[thumb_272_172-width] => 137
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-367x461.jpg
[thumb_372_461-width] => 367
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-372x467.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 467
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-215x270.jpg
[thumb_385_270-width] => 215
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-192x241.jpg
[thumb_416_241-width] => 192
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-327x410.jpg
[thumb_448_410-width] => 327
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[thumb_448_410_retina-width] => 503
[thumb_448_410_retina-height] => 631
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-305x382.jpg
[thumb_574_382-width] => 305
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-315x395.jpg
[thumb_776_395-width] => 315
[thumb_776_395-height] => 395
) ) )
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 46249
[id] => 46249
[title] => Control.jpg
[filename] => Control-2267.jpg
[filesize] => 86858
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[link] => https://www.nextafter.com/experiments/how-acerbic-facebook-ad-copy-affects-clickthrough-rate-2/attachment/control-jpg-2707/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2707
[status] => inherit
[uploaded_to] => 46246
[date] => 2022-11-01 21:35:56
[modified] => 2022-11-01 21:35:56
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 502
[height] => 619
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-243x300.jpg
[medium-width] => 243
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[medium_large-width] => 502
[medium_large-height] => 619
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[large-width] => 502
[large-height] => 619
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[1536x1536-width] => 502
[1536x1536-height] => 619
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[2048x2048-width] => 502
[2048x2048-height] => 619
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-502x400.jpg
[ab-block-post-grid-landscape-width] => 502
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-502x600.jpg
[ab-block-post-grid-square-width] => 502
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[tp-image-grid-width] => 502
[tp-image-grid-height] => 619
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-41x50.jpg
[admin-width] => 41
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[full-width] => 502
[full-height] => 619
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-372x459.jpg
[thumb_372-width] => 372
[thumb_372-height] => 459
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[single_post_thumbnail-width] => 502
[single_post_thumbnail-height] => 619
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-39x48.jpg
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-52x64.jpg
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-104x128.jpg
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-54x67.jpg
[thumb_122_67-width] => 54
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-124x153.jpg
[thumb_153_153-width] => 124
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-130x160.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 160
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-144x177.jpg
[thumb_232_177-width] => 144
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[thumb_272_325-width] => 502
[thumb_272_325-height] => 619
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-271x334.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 334
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-220x271.jpg
[thumb_271_271-width] => 220
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-139x172.jpg
[thumb_272_172-width] => 139
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-372x459.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 459
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-372x459.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 459
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-219x270.jpg
[thumb_385_270-width] => 219
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-195x241.jpg
[thumb_416_241-width] => 195
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-333x410.jpg
[thumb_448_410-width] => 333
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267.jpg
[thumb_448_410_retina-width] => 502
[thumb_448_410_retina-height] => 619
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-310x382.jpg
[thumb_574_382-width] => 310
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2267-320x395.jpg
[thumb_776_395-width] => 320
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 46253
[id] => 46253
[title] => Treatment_1.jpg
[filename] => Treatment_1-997.jpg
[filesize] => 87536
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[link] => https://www.nextafter.com/experiments/how-acerbic-facebook-ad-copy-affects-clickthrough-rate-2/attachment/treatment_1-jpg-1196/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-1196
[status] => inherit
[uploaded_to] => 46246
[date] => 2022-11-01 21:36:14
[modified] => 2022-11-01 21:36:14
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 503
[height] => 631
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-239x300.jpg
[medium-width] => 239
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[medium_large-width] => 503
[medium_large-height] => 631
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[large-width] => 503
[large-height] => 631
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[1536x1536-width] => 503
[1536x1536-height] => 631
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[2048x2048-width] => 503
[2048x2048-height] => 631
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-503x400.jpg
[ab-block-post-grid-landscape-width] => 503
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-503x600.jpg
[ab-block-post-grid-square-width] => 503
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[tp-image-grid-width] => 503
[tp-image-grid-height] => 631
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-40x50.jpg
[admin-width] => 40
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[full-width] => 503
[full-height] => 631
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-372x467.jpg
[thumb_372-width] => 372
[thumb_372-height] => 467
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-498x625.jpg
[single_post_thumbnail-width] => 498
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-38x48.jpg
[thumb_48_48-width] => 38
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-51x64.jpg
[thumb_64_64-width] => 51
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-102x128.jpg
[thumb_128_128-width] => 102
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-53x67.jpg
[thumb_122_67-width] => 53
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-122x153.jpg
[thumb_153_153-width] => 122
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-130x163.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-141x177.jpg
[thumb_232_177-width] => 141
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[thumb_272_325-width] => 503
[thumb_272_325-height] => 631
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-271x340.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 340
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-216x271.jpg
[thumb_271_271-width] => 216
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-137x172.jpg
[thumb_272_172-width] => 137
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-367x461.jpg
[thumb_372_461-width] => 367
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-372x467.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 467
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-215x270.jpg
[thumb_385_270-width] => 215
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-192x241.jpg
[thumb_416_241-width] => 192
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-327x410.jpg
[thumb_448_410-width] => 327
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997.jpg
[thumb_448_410_retina-width] => 503
[thumb_448_410_retina-height] => 631
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-305x382.jpg
[thumb_574_382-width] => 305
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-997-315x395.jpg
[thumb_776_395-width] => 315
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.3% | ||
| T1: | Treatment 1 | 0.48% | -61.7% | 100.0% |
This experiment has a required sample size of 1,521 in order to be valid. Since the experiment had a total sample size of 94,330, 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:
61.7% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The Leadership Institute found that the treatment version of their Conservatism 101 Facebook ad actually caused a 61% decrease in clickthrough rate. It’s apparent that the treatment version decreased the motivation of the ad viewer. The Leadership Institute is conducting further messaging tests to discover the best approach in writing Facebook ad copy for Conservatism 101.