How Imagery Affects Conversion in a Facebook Ad
Experiment ID: #2640
NextAfter
Experiment Summary
Timeframe: 10/13/2017 - 10/18/2017
When running a Facebook ad campaign for a new online course, we wondered if we needed to add more clarity to the Facebook ad image. In order to more clearly depict the title and purpose of the course, Turning Facebook Likes Into Donors, we added the Facebook logo leading towards a dollar icon on the ad image.
This experiment was conducted with the Network for Good audience ad set.
Research Question
Will adding additional clarity to the Facebook ad image increase course registrations?
Design
C: Standard Imagery
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[thumb_776_395-height] => 395
) ) [1] => Array
(
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[filesize] => 138742
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8.jpg
[link] => https://www.nextafter.com/experiments/how-imagery-affects-conversion-in-a-facebook-ad-2/attachment/facebook_logo-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => facebook_logo-jpg-9
[status] => inherit
[uploaded_to] => 43537
[date] => 2022-10-30 19:07:56
[modified] => 2022-10-30 19:07:56
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[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 496
[height] => 891
[sizes] => Array
(
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[large-height] => 891
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[1536x1536-height] => 891
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[2048x2048-height] => 891
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[ab-block-post-grid-square-height] => 600
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[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-28x50.jpg
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[thumb_372-height] => 668
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-348x625.jpg
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[single_post_thumbnail-height] => 625
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[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
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[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
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[thumb_64_64-width] => 36
[thumb_64_64-height] => 64
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[thumb_128_128-height] => 128
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[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 85
[thumb_153_153-height] => 153
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[thumb_130_163-width] => 91
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-99x177.jpg
[thumb_232_177-width] => 99
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 362
[thumb_272_325-height] => 650
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[thumb_271_346-width] => 193
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-151x271.jpg
[thumb_271_271-width] => 151
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 96
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 257
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-278x500.jpg
[thumb_372_500-width] => 278
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-150x270.jpg
[thumb_385_270-width] => 150
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-134x241.jpg
[thumb_416_241-width] => 134
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-228x410.jpg
[thumb_448_410-width] => 228
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-456x820.jpg
[thumb_448_410_retina-width] => 456
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-213x382.jpg
[thumb_574_382-width] => 213
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Facebook_Logo-8-220x395.jpg
[thumb_776_395-width] => 220
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Standard Imagery | 2.0% | ||
| T1: | Facebook Logo | 0.62% | -68.6% | 99.9% |
This experiment has a required sample size of 724 in order to be valid. Since the experiment had a total sample size of 4,035, 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
× 68.6% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The new Facebook ad image led to a 68% decrease in course registration, despite appearing to ad more clarity. Since the control ad had previously been running, it’s possible that the additional social proof from likes and shares contributed to it’s better performance; although, likes and share don’t always make that significant of difference.
It could also be that the new imagery, although more accurate and clear, made the course look similar to other marketing courses out there that appear gimmicky or too good to be true.