How using a video trailer to promote a free online course impacted clicks on Facebook
Dallas Theological Seminary
The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.
Experiment Summary
Ended On: 05/11/2022
We were looking to increase click through rates on a free online course offer on Facebook and wanted to see if using a video clip of the course content in the ad creative would increase clarity around the offer as well as enhance the appeal of the offer by giving visitors a glimpse of the content to spike their curiosity.
Research Question
We believe that using video to highlight a free online course for Facebook ad viewers will achieve an increase in clickthrough rate.
Design
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.34% | ||
| T1: | Treatment #1 | 0.72% | 111.0% | 100.0% |
This experiment has a required sample size of 2,920 in order to be valid. Since the experiment had a total sample size of 1,830,846, 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:
111.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we found after running the video ad was the treatment produced a 111% increase in click rate with 100% level of confidence. We believe the increased appeal and clarity introduced in the video led to more interest in learning more about the offer and led additional visitors to click through to the landing page. The course is also taught by the Seminary’s President so highlighting this in the video could have also increased credibility and legitimacy of this specific course. Based on these results, we will identify more video clips that can be used to promote free online courses to see if we are able to achieve similar lifts.