How adding video to a Jesus Map Facebook ad impacted sign-up rates
First Baptist Dallas
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.
We believe that adding video for a Facebook audience will achieve a change in sign-ups.
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
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
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.
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.