How a talking head video in a Facebook ad affects webinar registrations Experiment ID: #19628
Timeframe: 1/7/2020 - 1/20/2020
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.
Will a talking head style facebook ad lead to more webinar registrations?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|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.
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.