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WGA - Experiment 1B

Whelp, since I may have inadvertently screwed up Experiment 1A’s results with the small pop of color, I’m running another test based on the same premise of color.

In this version, I am keeping the original version where the word “color” is highlighted in orange. I will be testing that against an all-white version of the same text to see if there’s any discernible difference in engagement. I’ve also thrown the 2nd place video in just to see if there happens to be a change in engagement (there shouldn’t if the first experiment’s results are correct).

Three versions for testing. The only new version is #2.

Three versions for testing. The only new version is #2.

If Version 1 still wins instead of Version 2, then I’ll know I tainted my own experiment. Welcome to science, you numbskull.

Here we go!

WGA - Experiment 1A (Results)

We have a winner (sort of)!

We tested videos with black, white, yellow, red, and blue backgrounds to see which version performed the best. We looked at both 100% video completion and engagement and here’s what we found out:

The video with a Black background had the most video completions at around 9.1% while White had around an 8.5% completion rate.

What did we learn? The versions that aren’t even colors won the test for “Which is the best color?”

Now, onto what really matters: the engagement results.

With an astounding 11 clicks…Black for the win! Followed in a close second by Blue with 6 clicks. Red and Yellow had 5 clicks a piece and lowly White took last place with 4. Remember: each test cannot cost any more than $7.00. Therefore the test sample size is going to be rather small (and slightly less accurate).

I think I can speak for most brands when I say that companies prefer engagement over 100% video finishes.

Admittedly, I think I tainted my own results. See, the test was to see which background color would work. The constant was the white text on top of the block of color. I didn’t want to get called out for not knowing what a color was by including black or white so I chose to pop the word “color” with orange. Could this have been the reason people chose to watch and engage?

There’s only one way to answer that…to the next test!

WGA - Experiment 1A

The first experiment of the World’s Greatest Ad journey will be color. It’s one of the first things we start to recognize when we are infants so why not?

I have chosen the basicest of basic colors: White, Black, Red, Yellow, and Blue. Yes, I know, white is the presence of all colors and black is the absence of light (and therefore no colors at all) but bear with me.

Five different colors for testing

Five different colors for testing

How will a user respond to the same exact message but with vastly different colors? Will it show any real difference in interaction? Will people hate the ad and scroll right by it leading me to start the test all over again?

Feel free to discuss amongst yourselves (or in the comments below)!

World's Greatest Ad

What makes a great ad? Is it the color you use? Is it the use of a sans-serif font instead of a serif? Or maybe it’s the inclusion of some retired actor only senior citizens can remember?

Who the hell knows?!

Science knows! And in the coming weeks/months/years I’ll be using said science to test and track as many facets of an ad’s design as possible to achieve the World’s Greatest Ad.

Of course, I have to set myself some rules that will be carried through every trial.

  1. I cannot spend any more than $7 per ad. Why $7? Because 7 is not a lucky number. Therefore, any results I get won’t be tainted by some unforeseen positivity.

  2. Any videos I post must be kept at 6 seconds or less. It seems my own attention span can barely last that long so it seems a pretty good starting point.

  3. Each campaign can only test ONE thing. Knowing what changed to give a positive uptick is essential in an accurate test. Otherwise, what’s the point?

  4. Always honor the results! If I disregard data because of my own personal preferences then I’m no better off than some common street urchin.

I’m 99% positive a few Google searches can tell me exactly what I want to know but as my junior high biology teacher used to tell me, “figure it out yourself and stop asking me!”

Well, Mr. Campbell, you’ll be happy to know I’m figuring it out for myself.