Trust & Evidence
Percentage Result
Leverages numerical framing. Percentage improvements create a vivid picture of scale, making abstract results feel concrete.
A percentage result frames an improvement as a proportion, creating a vivid picture of scale. Percentages are easier for the brain to process than raw numbers because they provide built-in context — 40% improvement is immediately meaningful without needing to know the absolute values underneath.
Why This Works
Numerical framing research shows that percentages create instant contextual understanding. The brain doesn't need to calculate scale; the percentage does it automatically. "Cut CPA by 40%" is immediately interpretable regardless of the viewer's budget size, because percentages are self-scaling. This makes them persuasive across diverse audiences.
In Your Ads
Use percentage results when the improvement is impressive at the proportional level. If your absolute numbers are small, percentages can amplify them. If your absolute numbers are large, raw numbers might be more impressive. Choose the framing that makes the result most vivid for your specific audience.
When This Breaks
When percentages obscure small absolute numbers ("200% improvement" from 1 to 3), savvy viewers feel manipulated.
Example
"Brands using psychological frameworks in their ad creative see a 34% lower cost per acquisition on average. Same budget, 34% more customers."
When To Use It
Use Percentage Result when you need the viewer to believe what you're claiming. This technique provides the evidence that converts interest into trust. Claims without validation are just opinions.
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Frequently Asked Questions
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