Which of these Facebook ads will do better?

Sometimes fancy design kills conversions. Laurie Bell ran a Facebook ad test for the sports team app Heja: one ad had a white background (A), another had a black-and-green background (B). The white one smashed it—3x more conversions.

Why the White Background Worked

• Clarity beats style: White space makes info pop and reduces cognitive load.
• Contrast helps scanning: Text and visuals are easier to digest on white.
• Familiarity factor: Feels more “Facebook-y,” blending naturally into the feed.
• Focus on message: Simpler background keeps eyes on the app and benefit.

Real-World Parallels

• Dropbox’s early landing pages: ultra clean, sky-high signup rates.
• Basecamp ads: plain backgrounds, clear copy, and steady CTR lifts.
• Apple product shots: always simple—what stands out is the product, not the design.