Yellow or Red? Which Color Brings Better Conversions?
When shopping online, bright colors usually pop out more than matte so they are good choices when it comes to grabbing attention. For digital ads such as Facebook, choosing the right color can create a huge impact on the ad performance. We conducted an AB test to test 2 bright colors, yellow and red, to find out which one works for the children's DIY product.
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π€ Hypothesis
Two Facebook Ads were created using the same video source, except the thumbnail colors were different. The copywriting for both ads was identical except the title's first line was different: the yellow thumbnail used "Discount", and the red thumbnail used "Keep Children Focused".
The caption "Keep Children Focused" was the unique selling point of the product and was considered special among similar products. The red thumbnail looked positive and is traditionally a good color in the Chinese culture. It was believed that the red thumbnail should draw more attention because of its uniqueness and femininity that hopefully could communicate well with the target audience (moms).
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π§ͺ Methods
Context
An EdTech company was promoting a children's DIY product using Facebook Ad. At the bottom of the marketing funnel, they launched a discount campaign to stimulate buying for 3 days.
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βVariables
2 identical ads were displayed with the same copywriting, except for the thumbnail color and the 1st line of the copywriting was different.
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Data analysis
Facebook Ads Report was used to analyze the target audience: 28-48 aged moms interested in kids' craft with an educational touch in Taiwan.
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π Result
The Facebook Ad with the yellow thumbnail captioned "discount" outperformed the red one in terms of purchase, clicks, watch time, and generated 7 leads. The ad with the red thumbnail did not generate any lead. Photo 1 shows the performance of the 2 ads.
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π Marketing Insights
Initially, the red ad had the caption "Keep Children Focused", a unique selling point of the product and was considered special, and the color was a positive color meant to create a feminine tone for moms. However, no lead was generated from the color. In the thumbnail, the red comes from the watercolor. Hypothetically, not finishing watching the video could lead to the false impression of blood or something violent, and this impression could be anything but a children's product. The yellow, on the other hand, had a warm color scheme and reflected the character of the children's product. The copywriting also clearly stated "discount".
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"Discount" has always been a no-brainer keyword for product promotion. It is advised to use it in the thumbnail because a double-tap is what a digital ad needs to connect with the next step of buying. When choosing bright colors for a digital campaign, the color should be able to set the tone of the campaign, such as final sale, and speak the identity of the product, with a caption desirable to the customer, so that the first 3 seconds of the ads is relatable enough to hook the visitors to continue watching. The campaign finally adopted the yellow version, as can be seen in Photo2. In less than 3 days, the ad successfully generated 7 leads of adding to the cart (potential value around USD 230). More effort can be made to convert potential customers into true buyers such as retargeting.
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