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Pathway to Victory

How does a video as creative in a Facebook ad impact donor conversion

Experiment ID: #181836

Pathway to Victory

Experiment Summary

Timeframe: 06/12/2024 - 06/30/2024

Pathway to Victory is the broadcast ministry of First Baptist Dallas.

Each June and December, PTV conducts a matching challenge to encourage donors to give.

For the June 2024 campaign, we decide to run two different ad variants to see which would perform better, a static image vs a video with captions.

Research Question

We believe that using a video with captions for Facebook viewers will achieve a higher donor conversion rate because more information is provided in the video and a potential donor can have a higher motivation.

Design

C: PTV DA Beacon of Hope Matching Challenge
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T1: PTV DA Beacon of Hope Matching Challenge video
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: PTV DA Beacon of Hope Matching Challenge 0.09%
T1: PTV DA Beacon of Hope Matching Challenge video 0.10% 11.2% 42.5%

This experiment has a required sample size of 743,130 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The key learnings from this experiment are as follows: 1. The treatment, which involved using a video with captions, resulted in an 11.2% increase in Purchases for All Traffic compared to the control group. This indicates that the treatment had a positive impact on donor conversion rates. 2. However, the statistical level of confidence for this result was only 42.5%, which is below the standard threshold of 85%. This means that the results cannot be considered valid, and it is not advisable to make future decisions based on this experiment alone. 3. Clicks saw a significant increase of 152% with a 99% level of confidence, indicating that the video with captions was more engaging and attracted more viewers to click on the ad. 4. The Cost per Click experienced a 65% decrease with a 100% level of confidence, showing that the treatment was more cost-effective in terms of generating clicks. 5. Female visitors showed a remarkable 657% increase in purchases with a 96% level of confidence. This suggests that the video with captions resonated particularly well with female audiences. In future experimentation, it is important to consider the following: 1. Ensure that the sample size is sufficient to produce statistically significant results with a confidence level of at least 85%. This will help in making more reliable conclusions. 2. Continue to explore the use of videos with captions in advertising campaigns, especially for targeting female audiences, as it showed promising results in this experiment. 3. Take into account all the metrics analyzed in this experiment, such as Clicks and Cost per Click, to gauge the overall effectiveness of different ad formats. 4. Conduct further research and experimentation to validate the initial findings and make informed decisions on the best strategies to improve donor conversion rates in future campaigns.

Experiment Documented by NextAfter

Question about experiment #181836

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