How using simplified, invitational ad creative for a video series ad increased clicks to the landing page
Experiment ID: #175764
NextAfter
Experiment Summary
Timeframe: 03/28/2024 - 04/27/2024
Focus on the Family (FOTF) is a large Christian ministry organization that creates and shares free resources like video series to encourage families. They promote these free video series on Facebook and wanted to see if using a simplified, “invitation” style of ad creative would lead to more clicks to the video series landing page.
For this experiment, we tested their standard style of ad creative against a version that had fewer design elements and was written to sound more like an invitation from the speaker in the video series, rather than an informal ad from an organization.
Our hypothesis is that the simple invitation ad design will increase clicks because it is more personal and engaging.
We ran this as an A/B campaigns test in Facebook with the ad budget split evenly. Both ad variants used the same text and CTA button, the only variable was the ad creative, and we ran this test for one month.
Research Question
We believe that using a simplified style of ad creative for video series ads on Facebook will achieve an increase in clicks to the landing page because the ads are intriguing and make the reader want to visit the landing page to learn more. because the ads are intriguing and make the reader want to visit the landing page to learn more.
Design
C: NA | Kingdom Mindset, normal ads - PO (March 2024)
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | NA | Kingdom Mindset, normal ads - PO (March 2024) | 1.3% | ||
| T1: | NA | Kingdom Mindset, simple ads - PO (March 2024) | 1.9% | 46.2% | 100.0% |
This experiment has a required sample size of 3,247 in order to be valid. Since the experiment had a total sample size of 207,617, 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:
46.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running this test for one month, we found that the simple, invitational ad creative increased in clicks by 46.2%, with a level of confidence (LOC) of 100%. This indicates that this result is valid and that we'd get a similar result if we tested this again.
Aside from clicks, the treatment ads also resulted in a 26% increase in email sign-ups for the video series, with a 99.9% LOC. This shows us that the simple, invitation style of ad creative didn't just motivate people to click on the ads. It also made them more motivated to sign up for the series!
Our key learnings from this experiment are:
- The simplified style of ad creative, designed to sound like a personal invitation, led to a significant increase in clicks and email sign-ups. This indicates that the treatment ad was more effective in engaging and attracting viewers to take action.
- Testing this kind of simple invitation ad with Focus on the Family's other video series offers may lead to similar results, but each series offer is different and more testing is needed to have a more definitive answer.