How the use of video in an ad can affect name conversion | NextAfter
Harvest Ministries

How the use of video in an ad can affect name conversion

Experiment ID: #4490

Harvest Ministries

Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.

Experiment Summary

Timeframe: 07/11/2016 - 07/13/2016

Harvest developed a free online course called Tell Someone. They pushed people to the registration page for the course through Facebook ads.

Harvest had created a video to promote the course. While the Facebook campaign was performing really well with an image in the ad creative, they wanted to test the use of this promotional video in their Facebook ads to see if it would improve conversion.

Research Question

Would an ad with an image or a video convert more people?

Design

C: Image
T1: Video

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Image 0.78%
T1: Video 0.91% 16.4% 95.2%

This experiment has a required sample size of 40,413 in order to be valid. Since the experiment had a total sample size of 96,276, 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
× 16.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

While video is a great initial engagement piece, it can sometimes create friction to the end goal. With these Facebook ads, that was not the case. The video actually increased name conversion by 16.4%. This can be attributed to the video ad having a much higher click-through-rate than the image ad. The video was not only engaging, but also reinforced the value-proposition from the ad to the registration page of the course – resulting in more course sign-ups.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #4490

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