How the use of a video in a Facebook ad affects email acquisition Experiment ID: #7130

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 7/27/2017 - 8/7/2017

Buckner International was promoting a new guide on how to talk to your kids about poverty. The goal of the campaign was to serve as an email acquisition mechanism to grow their house file. They had created a promotional video to be used in advertising but we wanted to test this new medium against the standard control which was an image of the offer.

They wanted to see whether including the video instead of an image would increase people’s motivation to download the offer.

Research Question

Does a video ad increase conversion rate over an image ad?


C: Image Ad
T1: Video Ad


Treatment Name Conv. Rate Relative Difference Confidence
C: Image Ad 0.23%
T1: Video Ad 0.37% 59.7% 94.2%

This experiment has a required sample size of 13,768 in order to be valid. Since the experiment had a total sample size of 30,976, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The video ad saw an increased conversion rate of nearly 60%. We did not yet reach statistical validity but at a 94% level of confidence, it was quickly approaching this. It is our hypothesis that this is likely because the video lined up more with the ad content and the storyline, creating an emotional connection with the topic that the offer was covering. This increased people’s motivation to download the offer.

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Experiment Documented by...

Allison Jones

Allison is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.