First Baptist Dallas

How adding video to a Jesus Map Facebook ad impacted sign-up rates

Experiment ID: #84791

First Baptist Dallas

Experiment Summary

Timeframe: 01/01/2022 - 01/31/2022

Pathway to Victory is a ministry who has built a fundraising program around the offer of premiums—books, pamphlets, brochures, etc. One of their most popular offers is a brochure focusing on The Jesus Map offer.

In this test we wanted to see if adding in a short video within the Facebook ad would make an impact on clicks and sign-ups.

Research Question

We believe that adding video for a Facebook audience will achieve a change in sign-ups.

Design

C: Control
T1: Video ad

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.19%
T1: Video ad 0.62% 218.8% 100.0%

This experiment has a required sample size of 1,321 in order to be valid. Since the experiment had a total sample size of 677,064, 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
× 218.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

With a 218% increase in offer sign-ups and a 100% level of confidence, it is clear that adding the video had a significant impact on sign-ups for this specific offer.

The use of video in Facebook is something we’ve been using across the board for most of our clients, and have generally seen it outperform static ads. This follows along with the trend of more video content on Facebook generally, and the thought that video drives higher engagement rates with posts.


Experiment Documented by NextAfter

Question about experiment #84791

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.