How the use of video in ad creative affects name conversion
Experiment ID: #5009
Harvest Ministries
Experiment Summary
Timeframe: 08/23/2016 - 09/20/2016
Harvest ran Facebook ads to promote their free online course, Tell Someone. They had been running an ad that featured a video of Pastor Greg talking about the course. In an effort to try and improve acquisition they tested the kind of creative that was used in the ad. They developed a treatment ad that had an image of Greg on it versus the video of Greg. They tested the two ads against each other to see which one would acquire more emails.
Research Question
Which ad creative – a video or an image – would acquire more emails?
Design
C: Video
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Video | 0.78% | ||
| T1: | Image | 0.68% | -12.0% | 100.0% |
This experiment has a required sample size of 64,446 in order to be valid. Since the experiment had a total sample size of 793,442, 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
× 12.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
While we know video is a great engagement tool, we didn’t know how it would perform against an image in a Facebook ad. What we found was that the ad with the video had a 12% increase in name conversion. Not only was the video a great initial engagement piece and had an increase in click-throughs to the landing page, but it helped to reinforce the value proposition resulting in more people signing up to take the course once they got to the sign-up form.