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Experiment Four: October 2020

Human Presence, Aspect Ratio, & CTAs
Marpipe

Does Creative Matter: a series of experiments in which we run ads targeting marketers, telling the marketers that these ads are part of an experiment. The goal is to prove how small creative changes within your ads can have a large impact on performance.

In our October 2020 experiment, we decided to widen our experimental elements to really challenge the winners! This cycle ran for 7 days and collected 1,729 clicks.

Outline

This experiment included the below variable groups and values.

  • Human Presence: Original Bottle vs HumanFace and Bottle vs HumanHand and Bottle
  • Aspect Ratio: 1x1 vs 9x16 v 16x9
  • CTA Button: OrangeCircle vs OrangeBlueGradient vs None

CTR Results

The most impactful creative component from this experiment was the 9x16 Aspect Ratio, with an avg. CTR of 5.11%. On the other hand, ads with the 16x9 Aspect Ratio were by far the worst.

Click Results

The Original Product (Human: None) was responsible for over 18% of the clicks in this cycle, tied with the No CTA Button variant.


After running four cycles and only spending $900, we've have a total average CTR of 4.95%, and total clicks of 9,417. It's very clear that the Original product image, without humans is our best image element. Next month, we'll test all new elements to see what else impacts performance!

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