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NextAfter

How a video-based landing page affects email signup rates for a new YouTube fundraising show

Experiment ID: #158756

NextAfter

Experiment Summary

Ended On: 07/10/2023

We recently decided to pursue a new way to share what works in fundraising by launching a YouTube show called “Decoding Generosity”.

And to promote this new ‘edutainment’ experience, we wanted to know how using a video on a landing page would affect sign-up rates for a prescreening of the show.

This test was run in the context of a broader promotional strategy testing the concept of creating a unified in-funnel experience using video as a means of “showing” rather than telling about the show.

Research Question

We believe that replacing a text-based landing page with a video-based landing page will increase registrations by “providing a sample” of the content’s value and showing rather than telling why people should want to tune in.

 

Design

C: Control
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T1: Treatment #1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 38.9%
T1: Treatment #1 60.9% 56.7% 100.0%

This experiment has a required sample size of 40 in order to be valid. Since the experiment had a total sample size of 962, 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
× 56.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

Using a video-based landing page instead of a text-based landing page produced a significant 57% increase in the registration rate. We believe there are several reasons that the video-based treatment produced these results:

  1. Show, don't tell. The video-based landing page matched the medium of the content we were promoting, allowing us to preview clips from the show to stoke their desire to tune in and "show" that the claim presented in our offer was genuine
  2. Front and center. By reducing the supporting copy, the value-driven headline and subhead were given more visual prominence
  3. Quality matters. The high production quality of the video likely played a role in the overall effectiveness of the treatment
  4. Context matters. Traditionally, we have seen that text-based landing pages far outperform video-based landing pages. But it's important to consider context. This promotion was run in the context of a B2B promotion (rather than a fundraising context) and the landing page was part of a broader video-based promotional experience meant to "keep people in the story" without feeling like they were in a funnel**
  In hindsight, point 4 must be presented with a caveat. While we did indeed promote this offer via video-based Facebook ads, the bulk of registrations came through our traditional highly-personal email promotion which did not use video. This was because of the limited timeline to promote a one-off prescreening of the show. After the official launch, we will rely more heavily on video-based promotional assets served via paid social and PPC at all stages of the funnel, awareness » conversion. That being said, points 1-3 hold true no matter the means of acquisition, and the results of this experiment indicate that (at least in the context of promoting a video-based experience) a high-quality video may be able to more effectively demonstrate value and increase email acquisition on your landing page. Going forward, we plan to expand our experimentation around the efficacy of using video to promote offers in a B2B setting.

Experiment Documented by NextAfter

Question about experiment #158756

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.