How an animated gif performs vs an image in a Facebook ad
Live Action
Experiment Summary
Ended On: 02/11/2021
Live Action was promoting their pro-life pledge on Facebook using a static image. They wanted to test the effectiveness of an animated gif with the number of pledge signers on getting more traffic to the pledge landing page.
Research Question
The animated gif will drive more traffic to the pledge landing page than the static image.
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.5% | ||
| T1: | Treatment #1 | 1.9% | 24.9% | 100.0% |
This experiment has a required sample size of 8,832 in order to be valid. Since the experiment had a total sample size of 2,014,478, 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:
24.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The gif outperformed the static image by 24%. We believe that the gif was a more engaging look at the number of people who had already signed the pledge that this reader would be “joining” if they signed, which added to the advocate mentality of the pledge. Also, Facebook is more likely to promote “video” content, which likely added to the success of the gif ads.