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Experiment Two: July 2020

Backgrounds, Logos, & Fonts
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 June 2020 Does Creative Matter experiment, we discovered the best way to display our product. In July, we challenged the winning background with two new variants, and we asked new questions about our logo design & the font within our creative.

On July 10, 2020 we launched our second Does Creative Matter experiment of the year. This click-optimized experiment ran from 7/10 - 7/17, spending $250 and accumulating 3,464 clicks.

Outline

This experiment included the below variable groups and values.

  • Background: WoodTable (winner from last round) vs Marble vs Lifestyle
  • Logo/Label: Original vs Bright vs Dark
  • Font: Marydale vs FreightBig Pro vs Rubik

CTR Results

The most impactful creative component from this experiment was the Original Logo, with an avg. CTR of 7.05%. Ads that featured the Original Logo design outperformed the next best element (Marble Background) by 28%.

Click Results

The Original Logo was responsible for over 14% of the clicks in this cycle. The next most clicked creative element within the ads tested was the Rubik font with 11.6% of the total clicks. The worst performing element by far was the Light Logo with under 9% of the total clicks from this cycle.


After running two cycles and only spending $400, we've discovered a top performing ad variant with a CTR of 8.44%! In the next cycle, we'll dive deeper into our winning elements and add new creative variables as well.

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