Test #010: Aligning Ad Imagery with the voice of Ad Copy
PARTNER: TED'S BRAIN SCIENCE PRODUCTS
COMPANY TYPE: PAIN-RELIEF, HEALTHCARE, ECOMMERCE
EXPERIMENT QUESTION: IF WE INCLUDE AN IMAGE OF TED IN HIS LAB, CAN WE DECREASE ANXIETY AND INCREASE AD CLICKTHROUGH RATE?
Ted's Brain Science Products is a Dallas-based healthcare company that specializes in developing pain relief solutions. They found that two natural ingredients–methyl salicylate from the wintergreen plant, and resveratrol from grape leaves or Japanese knotweed–appear to work together in a brand new, previously unknown way. There flagship product, Ted's Pain Cream, is the first of it's kind.
Ted's Brain Science Products has continued to see strong results with their first free content offer, "A New Approach to Chronic Pain." When reviewing recent ad performance, we wondered: Will aligning the ad copy with an image of Ted reduce anxiety and increase clickthrough rate?
This is the existing eBook offer Facebook ad. Here are observed results:
Control: 1,429 people reached, 132 clicks (9.24% Clickthrough Rate)
This is the new treatment version of the eBook offer Facebook ad. You'll notice that everything except the supporting ad image has stayed the same. This image shows the founder, Dr. Theodore Price, actively working in the lab. Here are the observed results:
4,312 visitors, 570 clicks (13.22% Clickthrough Rate)
RESULT:VALID; 43% INCREASE IN CLICKTHROUGH RATE
This experiment crossed the 95% confidence threshold, showing a statistically significant 43% increase in clickthrough rate.
It turns out the image of Dr. Theodore Price working in the lab did, in fact, improve our clickthrough rate. Why? One possible reason is that it adds a face to the voice of the ad copy. In our control, we show an image of the eBook cover. In this treatment version, we are humanizing the brand by showing there's a real person behind the content offered. The ad copy–which is written from an 'experts' point of view–is only reinforced when show the expert who commenting on pain.
It's important to remember that aligning copy and ad imagery is crucial for maintaining high clickthrough rates on social ads. Images of real people can help humanize the brand, especially when there is 'voice' to associate it with in the ad copy. In this case, a simple image change produced a statistically significant result.
It's also important to look at our marketing funnels holistically when identifying increases and decreases in conversion. This test is a good example of that. At first glance, we found that this ad variation actually costs more on a cost-per-result basis. When comparing this ad to it's control version, there is a noticeable (but not statistically valid) decrease in purchases. It's natural to ask: Is this ad decreasing our eCommerce conversion rate?
In this case, we see that the same amount of people clicked through to the checkout page, hinting that it is not necessarily an issue with the eBook signup page. A larger relative proportion of these users, however, dropped off during the checkout process. Since we were running no other checkout page tests, we can only chalk this up to coincidence–for now. But it is worth continue to track as time goes on, to make sure that we haven't inadvertently impacted the 'macro-yes' (or eCommerce conversion rate) by introducing this new element.