How using an animated video for an ad image impacted donor conversion rate
Experiment ID: #33224
The Fund for American Studies
Experiment Summary
Ended On: 07/01/2020
As a part of launching a new eBook offer, The Fund for American Studies (TFAS) was looking for a way to increase ad clickthrough and subsequently donor conversion and revenue from the launch campaign. They wondered if using the pre-fabricated image-based animations to create a video ad would increase results.
Research Question
Will an animation-based ad image (or rather, a video ad) increase donor conversion rate or revenue?
Design
C: Static Image
Array
(
[0] => Array
(
[ID] => 43261
[id] => 43261
[title] => Static_Image.jpg
[filename] => Static_Image-2.jpg
[filesize] => 53385
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[link] => https://www.nextafter.com/experiments/how-using-an-animated-video-for-an-ad-image-impacted-donor-conversion-rate/attachment/static_image-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => static_image-jpg-3
[status] => inherit
[uploaded_to] => 17202
[date] => 2022-10-28 21:58:47
[modified] => 2022-10-28 21:58:47
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 327
[height] => 608
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-161x300.jpg
[medium-width] => 161
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[medium_large-width] => 327
[medium_large-height] => 608
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[large-width] => 327
[large-height] => 608
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[1536x1536-width] => 327
[1536x1536-height] => 608
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[2048x2048-width] => 327
[2048x2048-height] => 608
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-327x400.jpg
[ab-block-post-grid-landscape-width] => 327
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-327x600.jpg
[ab-block-post-grid-square-width] => 327
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[tp-image-grid-width] => 327
[tp-image-grid-height] => 608
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-27x50.jpg
[admin-width] => 27
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[full-width] => 327
[full-height] => 608
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[thumb_372-width] => 327
[thumb_372-height] => 608
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[single_post_thumbnail-width] => 327
[single_post_thumbnail-height] => 608
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-17x32.jpg
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-26x48.jpg
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-34x64.jpg
[thumb_64_64-width] => 34
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-69x128.jpg
[thumb_128_128-width] => 69
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-36x67.jpg
[thumb_122_67-width] => 36
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-82x153.jpg
[thumb_153_153-width] => 82
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-88x163.jpg
[thumb_130_163-width] => 88
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-95x177.jpg
[thumb_232_177-width] => 95
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[thumb_272_325-width] => 327
[thumb_272_325-height] => 608
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-186x346.jpg
[thumb_271_346-width] => 186
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-146x271.jpg
[thumb_271_271-width] => 146
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-93x172.jpg
[thumb_272_172-width] => 93
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-248x461.jpg
[thumb_372_461-width] => 248
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-269x500.jpg
[thumb_372_500-width] => 269
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-145x270.jpg
[thumb_385_270-width] => 145
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-130x241.jpg
[thumb_416_241-width] => 130
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-221x410.jpg
[thumb_448_410-width] => 221
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[thumb_448_410_retina-width] => 327
[thumb_448_410_retina-height] => 608
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-205x382.jpg
[thumb_574_382-width] => 205
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-212x395.jpg
[thumb_776_395-width] => 212
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 43264
[id] => 43264
[title] => Animated_Video.jpg
[filename] => Animated_Video-2.jpg
[filesize] => 58014
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[link] => https://www.nextafter.com/experiments/how-using-an-animated-video-for-an-ad-image-impacted-donor-conversion-rate/attachment/animated_video-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => animated_video-jpg-3
[status] => inherit
[uploaded_to] => 17202
[date] => 2022-10-28 21:59:00
[modified] => 2022-10-28 21:59:00
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 327
[height] => 591
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-166x300.jpg
[medium-width] => 166
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[medium_large-width] => 327
[medium_large-height] => 591
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[large-width] => 327
[large-height] => 591
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[1536x1536-width] => 327
[1536x1536-height] => 591
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[2048x2048-width] => 327
[2048x2048-height] => 591
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-327x400.jpg
[ab-block-post-grid-landscape-width] => 327
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[ab-block-post-grid-square-width] => 327
[ab-block-post-grid-square-height] => 591
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[tp-image-grid-width] => 327
[tp-image-grid-height] => 591
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-28x50.jpg
[admin-width] => 28
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[full-width] => 327
[full-height] => 591
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[thumb_372-width] => 327
[thumb_372-height] => 591
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[single_post_thumbnail-width] => 327
[single_post_thumbnail-height] => 591
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-35x64.jpg
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-71x128.jpg
[thumb_128_128-width] => 71
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-37x67.jpg
[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-85x153.jpg
[thumb_153_153-width] => 85
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-90x163.jpg
[thumb_130_163-width] => 90
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-98x177.jpg
[thumb_232_177-width] => 98
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[thumb_272_325-width] => 327
[thumb_272_325-height] => 591
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-191x346.jpg
[thumb_271_346-width] => 191
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-150x271.jpg
[thumb_271_271-width] => 150
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-95x172.jpg
[thumb_272_172-width] => 95
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-255x461.jpg
[thumb_372_461-width] => 255
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-277x500.jpg
[thumb_372_500-width] => 277
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-149x270.jpg
[thumb_385_270-width] => 149
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-133x241.jpg
[thumb_416_241-width] => 133
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-227x410.jpg
[thumb_448_410-width] => 227
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[thumb_448_410_retina-width] => 327
[thumb_448_410_retina-height] => 591
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-211x382.jpg
[thumb_574_382-width] => 211
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-219x395.jpg
[thumb_776_395-width] => 219
[thumb_776_395-height] => 395
) ) )
T1: Animated Video
Array
(
[0] => Array
(
[ID] => 43261
[id] => 43261
[title] => Static_Image.jpg
[filename] => Static_Image-2.jpg
[filesize] => 53385
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[link] => https://www.nextafter.com/experiments/how-using-an-animated-video-for-an-ad-image-impacted-donor-conversion-rate/attachment/static_image-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => static_image-jpg-3
[status] => inherit
[uploaded_to] => 17202
[date] => 2022-10-28 21:58:47
[modified] => 2022-10-28 21:58:47
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 327
[height] => 608
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-161x300.jpg
[medium-width] => 161
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[medium_large-width] => 327
[medium_large-height] => 608
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[large-width] => 327
[large-height] => 608
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[1536x1536-width] => 327
[1536x1536-height] => 608
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[2048x2048-width] => 327
[2048x2048-height] => 608
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-327x400.jpg
[ab-block-post-grid-landscape-width] => 327
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-327x600.jpg
[ab-block-post-grid-square-width] => 327
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[tp-image-grid-width] => 327
[tp-image-grid-height] => 608
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-27x50.jpg
[admin-width] => 27
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[full-width] => 327
[full-height] => 608
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[thumb_372-width] => 327
[thumb_372-height] => 608
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[single_post_thumbnail-width] => 327
[single_post_thumbnail-height] => 608
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-17x32.jpg
[thumb_32_32-width] => 17
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-26x48.jpg
[thumb_48_48-width] => 26
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-34x64.jpg
[thumb_64_64-width] => 34
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-69x128.jpg
[thumb_128_128-width] => 69
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-36x67.jpg
[thumb_122_67-width] => 36
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-82x153.jpg
[thumb_153_153-width] => 82
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-88x163.jpg
[thumb_130_163-width] => 88
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-95x177.jpg
[thumb_232_177-width] => 95
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[thumb_272_325-width] => 327
[thumb_272_325-height] => 608
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-186x346.jpg
[thumb_271_346-width] => 186
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-146x271.jpg
[thumb_271_271-width] => 146
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-93x172.jpg
[thumb_272_172-width] => 93
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-248x461.jpg
[thumb_372_461-width] => 248
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-269x500.jpg
[thumb_372_500-width] => 269
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-145x270.jpg
[thumb_385_270-width] => 145
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-130x241.jpg
[thumb_416_241-width] => 130
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-221x410.jpg
[thumb_448_410-width] => 221
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2.jpg
[thumb_448_410_retina-width] => 327
[thumb_448_410_retina-height] => 608
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-205x382.jpg
[thumb_574_382-width] => 205
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Static_Image-2-212x395.jpg
[thumb_776_395-width] => 212
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 43264
[id] => 43264
[title] => Animated_Video.jpg
[filename] => Animated_Video-2.jpg
[filesize] => 58014
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[link] => https://www.nextafter.com/experiments/how-using-an-animated-video-for-an-ad-image-impacted-donor-conversion-rate/attachment/animated_video-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => animated_video-jpg-3
[status] => inherit
[uploaded_to] => 17202
[date] => 2022-10-28 21:59:00
[modified] => 2022-10-28 21:59:00
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 327
[height] => 591
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-166x300.jpg
[medium-width] => 166
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[medium_large-width] => 327
[medium_large-height] => 591
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[large-width] => 327
[large-height] => 591
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[1536x1536-width] => 327
[1536x1536-height] => 591
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[2048x2048-width] => 327
[2048x2048-height] => 591
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-327x400.jpg
[ab-block-post-grid-landscape-width] => 327
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[ab-block-post-grid-square-width] => 327
[ab-block-post-grid-square-height] => 591
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[tp-image-grid-width] => 327
[tp-image-grid-height] => 591
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-28x50.jpg
[admin-width] => 28
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[full-width] => 327
[full-height] => 591
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[thumb_372-width] => 327
[thumb_372-height] => 591
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[single_post_thumbnail-width] => 327
[single_post_thumbnail-height] => 591
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-18x32.jpg
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-27x48.jpg
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-35x64.jpg
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-71x128.jpg
[thumb_128_128-width] => 71
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-37x67.jpg
[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-85x153.jpg
[thumb_153_153-width] => 85
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-90x163.jpg
[thumb_130_163-width] => 90
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-98x177.jpg
[thumb_232_177-width] => 98
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[thumb_272_325-width] => 327
[thumb_272_325-height] => 591
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-191x346.jpg
[thumb_271_346-width] => 191
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-150x271.jpg
[thumb_271_271-width] => 150
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-95x172.jpg
[thumb_272_172-width] => 95
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-255x461.jpg
[thumb_372_461-width] => 255
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-277x500.jpg
[thumb_372_500-width] => 277
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-149x270.jpg
[thumb_385_270-width] => 149
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-133x241.jpg
[thumb_416_241-width] => 133
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-227x410.jpg
[thumb_448_410-width] => 227
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2.jpg
[thumb_448_410_retina-width] => 327
[thumb_448_410_retina-height] => 591
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-211x382.jpg
[thumb_574_382-width] => 211
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Animated_Video-2-219x395.jpg
[thumb_776_395-width] => 219
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Static Image | 0.03% | ||
| T1: | Animated Video | 0.09% | 187.6% | 98.3% |
This experiment has a required sample size of 14,808 in order to be valid. Since the experiment had a total sample size of 38,791, 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:
0% increase in traffic
× 187.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
With a 98.3% level of confidence, we observed a +187.6% increase in donor conversion rate when using a video ad when compared to the static image ad type.
Subsequently, this increase in donor conversion also increased revenue by +151.6% (LoC: 98.3%).
Ironically, we did not see a valid increase in ad clickthrough rate from this approach (only achieving a +7.1%, with a 73% level of confidence).
Our hypothesis is that the video ad holds people for a moment longer, catching their attention, which then engages them in the ad copy. With greater ad copy consumption, they arrive at the landing page better motivated to get the eBook, at which point they’re arriving at the donation page with a higher motivation to convert into a donor, as well.
Further testing may be required, but if you’re looking to increase your down-funnel conversion metrics, simply experimenting with a video-based ad from the wizard within Facebook’s Ad Manager platform could yield a more motivated audience, which could increase your results, as well.