How adding context to a video endorsement impacts sign ups
Experiment ID: #11162
Hillsdale College
Experiment Summary
Timeframe: 06/02/2018 - 06/27/2018
Hillsdale College wanted to know if adding copy to an endorsement video on the “Introduction to the Constitution” sign up page would increase the number of sign ups. They decided to test one sign up page with copy versus another sign up page with no copy.
Research Question
Does adding copy under a video endorsement impact sign ups?
Design
C: video + endorsement
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T1: video + endorsement + no copy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | video + endorsement | 30.2% | ||
| T1: | video + endorsement + no copy | 33.1% | 9.6% | 65.9% |
This experiment has a required sample size of 1,968 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
There was not a large enough sample size to validate this experiment. However, with a conversion rate of 30.2% with the copy version and a 33.1% conversation rate with the version without copy, it’s likely that with more traffic, this experiment could validate in favor of no copy with video endorsements in the future. The test would need to run longer in order to prove this hypothesis.