A/B Test Spotlight: Transforming Catalog Ads with a Brand Promise

Hey there

When it comes to running successful catalog ads, even small tweaks can lead to significant results. 

In this newsletter, we’re excited to share the details of a recent A/B test we ran for NEWME, a rapidly growing women’s fashion brand, as part of their Advantage+ Shopping Campaign (ASC) on Meta.

NEWME offers trendy and affordable apparel, and their brand is all about making fashion accessible with promises like "COD Available," "Easy Returns," and "Free Delivery."

For this campaign, targeting both new and existing customers, our goal was to test whether weaving the brand’s promises into catalog ads could make their product ads stand out and drive stronger results.

The A/B Test Setup

• Control Variant (BAU): Standard, non-stylized product images with no branding elements.

• Test Variant: A vibrant Product Showcase that included:

  • Rotating Brand Promises: Highlighted "COD Available," "Easy Returns," and "Free Delivery" in a round-robin format to avoid repetition.

  • Brand Logo & Current Price: Clear and prominent on the creative to reinforce trust and urgency.

  • Pink Background: Leveraged NEWME’s signature brand color to make the ad visually cohesive and eye-catching.

Both variants were deployed across the entire product catalog, including categories like dresses and tops, and optimized through ASC to automatically reach the best audience segments.

See the Creative Difference

We’ve included the control and test creatives below so you can see the transformation firsthand.

The Results

The test revealed some remarkable insights:

• 35.5% lower cost per result: The optimized creative delivered significantly more efficient conversions.

• 91.3% higher ROAS: The revenue generated relative to ad spend was nearly double compared to the control.

• 16.4% drop in CTR: While fewer people clicked on the ad, those who did were more likely to purchase, indicating higher intent among the audience.

Why Did It Work?

1. Brand Promises Built Trust: Highlighting key benefits like "Easy Returns" and "COD Available" addressed potential objections upfront, making shoppers more confident in their purchase decision.

2. On-Brand Visuals Stood Out: The cohesive design, using NEWME’s pink brand color, helped the ads grab attention in a crowded feed.

3. Dynamic Price Display: Showing the product price directly on the ad created transparency, encouraging clicks that led to purchases.

Ready to Test Your Ads?

This test is proof that small and thoughtful changes in ad designs can drive BIG results. What could a creative experiment do for your campaigns? Let’s find out together!

Your next big breakthrough could be just one test away! 🤞