Pathway to Victory
Does using video for a Facebook ad promoting a premium resource increase email acquisition for Pathway to Victory?
Experiment ID: #84794
Pathway to Victory
Experiment Summary
Timeframe: 01/01/2022 - 01/31/2022
Pathway to Victory is a ministry that leverages great premiums as a way to increase email acquisition. The usual approach to Facebook ad copy was to use an image of the resource and Dr. Robert Jeffress; we wanted to test this against a video that talked about the resource itself.
Research Question
We believe that adding video for the Facebook audience will achieve higher email acquisition rates.
Design
C: Control
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[full-height] => 584
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59.png
[thumb_372-width] => 290
[thumb_372-height] => 584
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59.png
[single_post_thumbnail-width] => 290
[single_post_thumbnail-height] => 584
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-64x128.png
[thumb_128_128-width] => 64
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-33x67.png
[thumb_122_67-width] => 33
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-76x153.png
[thumb_153_153-width] => 76
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-81x163.png
[thumb_130_163-width] => 81
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-88x177.png
[thumb_232_177-width] => 88
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59.png
[thumb_272_325-width] => 290
[thumb_272_325-height] => 584
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-172x346.png
[thumb_271_346-width] => 172
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-135x271.png
[thumb_271_271-width] => 135
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-85x172.png
[thumb_272_172-width] => 85
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-229x461.png
[thumb_372_461-width] => 229
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-248x500.png
[thumb_372_500-width] => 248
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-134x270.png
[thumb_385_270-width] => 134
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-120x241.png
[thumb_416_241-width] => 120
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-204x410.png
[thumb_448_410-width] => 204
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59.png
[thumb_448_410_retina-width] => 290
[thumb_448_410_retina-height] => 584
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-190x382.png
[thumb_574_382-width] => 190
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59-196x395.png
[thumb_776_395-width] => 196
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59.png
[gform-image-choice-sm-width] => 149
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59.png
[gform-image-choice-md-width] => 199
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-59.png
[gform-image-choice-lg-width] => 290
[gform-image-choice-lg-height] => 584
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
| C: |
Control
|
0.18% |
|
|
| T1: |
Treatment #1
|
0.90% |
386.0% |
100.0%
|
This experiment has a required sample size of
601 in order to be valid. Since the experiment had a total sample size of
318,282, 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
× 386.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Adding in the video resulted in a very large increase in emails acquired, with a 386% increase. This, coupled with a 180% increase in clicks, showed how video continues to be a great alternative to static images when it comes to driving traffic to landing pages.