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National Breast Cancer Foundation

How the impact of an ad’s image affects click through rate

Experiment ID: #11668

National Breast Cancer Foundation

Experiment Summary

Timeframe: 07/03/2014 - 08/09/2014

As part of the promotion of their free eBook, Teen Mania was running Facebook ads in order to acquire new prospect emails. We wanted to find out what factors of the book were most appealing to the audience so we ran an experiment on the imagery used in the ad. Since the author of the free book is well known, we tested to see if his image would drive more interest than highlighting the book itself.

Research Question

What drives more clicks — a picture of the offer, or a picture of the author?

Design

C: Control
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T1: Treatment 1
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Results

 Treatment NameClick RateRelative DifferenceConfidence
C: Control 3.1%
T1: Treatment 1 4.8%52.2% 100.0%

This experiment has a required sample size of 1,099 in order to be valid. Since the experiment had a total sample size of 54,455, 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:

    52.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The popularity of the author resulted in a 52.2% increase in the number of visitors to the page. In this situation, the book did not have the same value and appeal to the viewers as the author himself.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #11668

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