How a talking head video in a Facebook ad affects webinar registrations
NextAfter
Experiment Summary
Timeframe: 01/07/2020 - 01/20/2020
I see video-based Facebook ads all the time for different courses and trainings, and they always drive me crazy. But if they’re being used all the time, I wondered if they might just be more effective than static images. In this experiment, we tested using a static webinar title image (which has been our typical ad design for many months) against a “talking head” style video.
The video is of me in our webinar studio giving a high-level description of the webinar and what viewers can expect. It contained subtitles so that it can easily be understood with the sound off.
Research Question
Will a talking head style facebook ad lead to more webinar registrations?
Design
Results
Treatment Name | Conv. Rate | Relative Difference | Confidence | |
---|---|---|---|---|
C: | Static Image | 0.43% | ||
T1: | Talking Head Video | 0.55% | 28.1% | 69.9% |
This experiment has a required sample size of 25,001 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
When looking at results across all audiences, we saw a slight lift in conversion rate. But it did not reach a statistically significant level of confidence. However, we did find that the video ads delivered results that were 34% cheaper.
We will continue to test this in other contexts to see if the results hold up or perform better for specific audiences.
Question about experiment #19603
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.