Life beyond Earth?! ??

You might remember a couple of weeks ago when we explored the concept of “show, don’t tell” when choosing creative for Facebook ads.

This week, we’ll take a look at a test that takes that concept one step further by helping the audience visualize the value of the eBook while also adding supporting copy.

Let’s see??

Hypothesis

Substituting a 3D eBook image with a compelling question will increase eBook downloads.

Why might this work?

Similar to an experiment shared a couple of weeks ago, the question illustrates the topic of the eBook while grabbing the attention of the target audience by prompting them to contemplate the subject with a compelling question.

Control

Treatment

Results

The treatment with the compelling question resulted in a 247.9% increase in conversions.

Some tips for testing this (and other) ideas

When running ads for a new resource, always start by testing an image of your resource vs. something more text-based like this treatment. We’ve seen the needle move both ways, so it’s going to be up to your audience to show you what’s more impactful.

Test eBook images with different resource titles. Different titles may articulate the value better than others.

The winning treatment here has a clear question and call to action, but not all questions are equally as effective. Test varying questions and topics to see what is most effective.

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