Facebook Ads

The split test result above shows that the Facebook ad with call-to-action is doing much better than the Facebook ad without it. In this case, inserting the call-to-action button in the ad as a result from the split test shows that an ad with a call-to-action button helps in increasing the number of website clicks.

Other than having a call-to-action button, it is important for us to choose the right button for our Facebook ads. Based on a case done by AdEspresso, one of their most notable findings was that the ‘Learning More’ and ‘Sign Up’ call-to-action button outperformed each other in different situations. They found out that the ‘Sign Up’ button actually returned a higher conversion rate as compared with the ‘Learn More’ button. While the ‘Learn More’ button managed to attract a higher click-through rate as compared to the ‘Sign Up’ button.

So from the split test result above, we can clearly understand that just having a call-to-action button is never enough. We also need to choose the right call-to-action button in order to get a better conversion rate.

The ad with an illustrated image got 237 clicks, 28 sales, and a cost per sale of $5.35 while the ad with a real life image got 187 clicks, 16 sales and $9.37 for the cost per sale. That means the ad with an illustration has performed better than the ad with a real life image.

Running a split test on Facebook Ads has not only helped you on gaining website clicks but it has also helped you by saving your money. The split test above clearly stated the benefits brought to the business. Ad 1 performed much better than ad 2.

Let’s put this in perspective, if you had published a campaign with only Ad 2 and let it run on a larger scale with all the budget you have, you would have given up the opportunity to earn more profit using Ad 1. Besides that, the amount of cost per click will definitely be higher with the low amount of conversion rate. So that’s how split test has allowed you to save money.