Texas Public Policy Foundation
How a video affects click-through rates when compared to a survey preview for a Facebook ad
Experiment ID: #99014
Texas Public Policy Foundation
Experiment Summary
Timeframe: 01/27/2022 - 02/27/2022
Recently we have seen success using video format ads and survey preview ads, so naturally, we wanted to test them against each other to see how they would perform head-to-head.
For this experiment, we pitted a new video treatment against our survey preview control, left all other ad elements unchanged, and ran the two ads for 30 days to compare results.
Research Question
We believe that a video ad will increase click rates on a Facebook ad for a survey offer.
Design
C: Control
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)
)
)
Results
| |
Treatment Name |
Click Rate |
Relative Difference |
Confidence |
| C: |
Control
|
6.3% |
|
|
| T1: |
Treatment #1
|
1.4% |
-77.6% |
100.0%
|
This experiment has a required sample size of
185 in order to be valid. Since the experiment had a total sample size of
37,498, 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:
77.6% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
After 30 days, the results of our test were conclusive, with the video ad producing a 77.6% decline in click-through rates when compared with the survey preview, with a 100% level of confidence.
This further validates our past learnings that previewing a survey in the ad creative is likely to increase click rates by catching the user's attention and engaging them visually on an issue they care about, leading them forward into the offer where they want to share their thoughts.
We'll now look to globalize this across survey offers for our other public policy clients.