How using a video ad on Facebook impacted clicks for a free eBook
Experiment ID: #93736
The Gospel Coalition
Experiment Summary
Ended On: 05/10/2022
On a previous acquisition offer, we saw that a video ad increased clicks to the landing page. We wanted to see if we could achieve similar results on a similar offer so we launched a video ad in the campaign that featured a Q&A audio clip from the author of the book that addressed a topic that was related to the content in the free eBook. We hypothesized that by adding credibility for the author introduced in the video we might be able to increase legitimacy of the offer as well as create additional appeal for visitors and therefore improve the clickthrough rate on the treatment. After letting the video run side by side the graphic ads for 14 days, we evaluated results.
Research Question
We believe that adding appeal and evidentials through a video ad for Facebook ad viewers will achieve an increase in clicks to the landing page.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.37% | ||
| T1: | Treatment #1 | 0.57% | 52.8% | 100.0% |
This experiment has a required sample size of 8,080 in order to be valid. Since the experiment had a total sample size of 125,218, 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:
52.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we discovered was the video ad treatment led to a 52.8% lift in clickthrough rate with a 99.9% level of confidence. We believe this was due to the additional appeal of the offer by featuring one of the questions that is answered in the contents of the eBook offer, thereby showing additional value and relevancy for Facebook ad viewers to increase their likelihood to click to get their free copy. Demonstrating the author's credibility in the audio clip to speak on the topic of health could have also influenced the lift that we achieved. Based on this as well as previous test results, we will continue to prioritize video when developing creative for new offers from TGC.