Does adding a video slide-out to a landing page increase instant donations?
Experiment ID: #196084
Hoover Institution
Experiment Summary
Ended On: 03/24/2025
This experiment was conducted for the Hoover Institution, a public policy think tank dedicated to promoting ideas for a free society. The goal was to assess whether a video slide-out on the landing page of a popular content offer would improve donor conversion rates. The feature mimicked the ad experience and was only shown to desktop users.
Research Question
We believed that by adding a small slide-out video to the landing page—mirroring the ad experience that likely brought users there—we could increase donor conversion rates by creating a more consistent, engaging, and compelling user journey.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.9% | ||
| T1: | Treatment #1 | 7.4% | 89.1% | 94.6% |
This experiment has a required sample size of 324 in order to be valid. Since the experiment had a total sample size of 680, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Main Takeaway
The test version with the video slide-out resulted in an 89% increase in donation conversion rate compared to the control, with a 94.5% confidence level. While this variation reduced overall email acquisition, the strong performance in donor conversion suggests that the video helped build a deeper connection with motivated users.Performance Metrics and Insights:
- Donation Conversion Rate:
- Test Version: 89% higher than control
- Statistical Confidence: 94.5% (statistically directional)
- Email Acquisition:
- Test Version: 21.6% lower than control
- Statistical Confidence: 99.9% (statistically valid)
Observations:
- The presence of the video likely increased trust and interest, resulting in more committed users taking the next step to donate.
- While email acquisition was lower, the quality of users who submitted their information on the test version appeared to be higher.
Next Steps
- Track Video Engagement: Implement video tracking to monitor watch time and correlate it with downstream donation behavior.
- Test Less Invasive Formats: Explore alternative placements and formats for video integration that maintain user flow while enhancing engagement (e.g., embedded video below the form, or a clickable thumbnail).
- Optimize for Donations: Build landing page variants that prioritize donor conversion, especially when video is present, to test whether further gains can be realized.