AB Testing

Mobile FB Ads – Request for Comments

How does request to comment can affect your FB Mobile Newsfeed Ad’s performance? Let’s see results of an A/B test by RummyCircle.

Test Setup

KPI: Cost per paid player
Channel: Facebook Newsfeed Ads
Platform: Mobile

Hypothesis:
Comment request on an ad will decrease cost per paid player.

Background:

RummyCircle noticed a positive effect of comment request on their FB ads for desktop. Therefore they decided to check if a similar effect is visible for mobile ads.

Version A: FB Ad with a comment request.
Version B: FB Ad without a comment request.

Source: whichtestwon.com

Assets

Version A

rummy1

Version B

rummy2

Results

Winner: Version B (no comment request)

Data:
Clicks: 10% higher (+)
Conversion to lead: 59.4% higher (+)
Cost Per Action: 224.7% lower (+)

Conclusion:
Hypothesis that request to comment for mobile ads decreases cost per player is wrong.

Comments:
1. Mobile and desktop ads can behave differently.
2. Shorter copy performs better.
3. Different commenting experience for Facebook on web and mobile can affect your ad performance.