How a talking head video in a Facebook ad affects webinar registrations
NextAfter
Experiment Summary
Timeframe: 01/07/2020 - 01/20/2020
I see video-based Facebook ads all the time for different courses and trainings, and they always drive me crazy. But if they’re being used all the time, I wondered if they might just be more effective than static images. In this experiment, we tested using a static webinar title image (which has been our typical ad design for many months) against a “talking head” style video.
The video is of me in our webinar studio giving a high-level description of the webinar and what viewers can expect. It contained subtitles so that it can easily be understood with the sound off.
Research Question
Will a talking head style facebook ad lead to more webinar registrations?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Static | 0.58% | ||
| T1: | Talking Head | 1.4% | 136.8% | 96.6% |
This experiment has a required sample size of 1,187 in order to be valid. Since the experiment had a total sample size of 2,778, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 136.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
Looking specifically at our “All Site Traffic” retargeting audience, we saw a significant, 136.8% increase in webinar registrations. On top of that, our cost per registrant was 54% lower. We will continue to test more video-based ads that use the personal and organic approach to see if the results hold true and apply in other contexts.