These images were created for an AB test to determine whether safety or efficacy is more important in consumer's decision to purchase cleaners.
Safety Claim
SAFETY REVIEW
EFFICACY Claim
EFFICACY REVIEW
After conducting the survey, it seems that the efficacy message without the review was the most successful.
In total, we had 968 participants complete the survey. Both safety and efficacy graphics without a review were popular, but participants liked/somewhat liked the efficacy graphic by 1% more. The efficacy graphic was found to be 5% more believable at 36% versus the safety graphic at 31%. Participants were also 4% more likely to purchase the all-purpose cleaner based on the efficacy claim. Participants were also shown the graphics with reviews, and over 60% of participants prefer their ads with just the claims.
What we are able to conclude based on this information, is that consumers find efficacy to be more important. Using this information, we can create more content focusing on efficacy to further reach our audience.
