Understanding the perceived value of video to email recipients
Experiment ID: #2680
The Heritage Foundation
Experiment Summary
Timeframe: 12/28/2014 - 12/30/2014
With no significant difference between click rates and nearly identical response rates (both are 0.1%), the effort put into the video may not be necessary this late in a year end campaign.
Research Question
Will using text instead of a video will allow donors to focus on the call-to-action which will increase the response rate of the campaign?
Design
C: Video Email
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T1: Text Email
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-50x37.jpg
[admin-width] => 50
[admin-height] => 37
[full] => https://www.nextafter.com/wp-content/uploads/Text_Email-1.jpg
[full-width] => 1050
[full-height] => 780
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-372x276.jpg
[thumb_372-width] => 372
[thumb_372-height] => 276
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-841x625.jpg
[single_post_thumbnail-width] => 841
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-48x36.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-64x48.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-128x95.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 95
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-90x67.jpg
[thumb_122_67-width] => 90
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-153x114.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 114
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-130x97.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 97
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-232x172.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 172
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-544x404.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 404
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-271x201.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 201
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-271x201.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 201
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-232x172.jpg
[thumb_272_172-width] => 232
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-372x276.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 276
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-372x276.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 276
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-363x270.jpg
[thumb_385_270-width] => 363
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-324x241.jpg
[thumb_416_241-width] => 324
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-448x333.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 333
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-896x666.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 666
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-514x382.jpg
[thumb_574_382-width] => 514
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Text_Email-1-532x395.jpg
[thumb_776_395-width] => 532
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Text_Email-1.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 223
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Text_Email-1.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 297
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Text_Email-1.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 446
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Video Email | 6.7% | ||
| T1: | Text Email | 6.5% | -2.9% | 39.4% |
This experiment has a required sample size of 121,937 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
Video is often used as a way to increase visitor engagement on donation landing pages. However, it was our hypothesis that the videos actual distracted from the ultimate goal, giving. As a result, we created an experiment to test a video against a text version of the same message.