How does a video impact course sign ups?
Experiment ID: #147596
Avila Foundation
Experiment Summary
Timeframe: 05/01/2023 - 05/11/2023
Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.
To increase email acquisition on Avila’s new Into The Deep course, we decided to add the course’s trailer to the landing page to see if it would drive conversions.
Research Question
We believe that by adding a video for Into The Deep course viewers will achieve a higher conversion of email sign ups because there is more information provided about the course.
Design
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[single_post_thumbnail-width] => 621
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Video-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Video-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Video-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Video-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Video-67x67.png
[thumb_122_67-width] => 67
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Video-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Video-130x131.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 131
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Video-176x177.png
[thumb_232_177-width] => 176
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Video-544x548.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 548
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Video-271x273.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 273
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Video-269x271.png
[thumb_271_271-width] => 269
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Video-171x172.png
[thumb_272_172-width] => 171
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Video-372x375.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 375
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Video-372x375.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 375
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Video-268x270.png
[thumb_385_270-width] => 268
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Video-239x241.png
[thumb_416_241-width] => 239
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Video-407x410.png
[thumb_448_410-width] => 407
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Video-814x820.png
[thumb_448_410_retina-width] => 814
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Video-379x382.png
[thumb_574_382-width] => 379
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Video-392x395.png
[thumb_776_395-width] => 392
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Video.png
[gform-image-choice-sm-width] => 298
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Video.png
[gform-image-choice-md-width] => 397
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Video.png
[gform-image-choice-lg-width] => 596
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $6.39 | $23.93 | ||
| T1: | Video | $6.32 | -1.0% | 96.2% | $29.64 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 20.1% decrease in conversion rate
× 23.9% increase in average gift
1.0% decrease in revenue
Key Learnings
The key learnings from this experiment are that the treatment of adding a video for the Into The Deep course did not lead to a higher conversion of email sign-ups. The control group had a higher email acquisition rate compared to all other visitors, including direct visitors, tablet visitors, male visitors, and visitors aged 55-64. This means that adding a video did not provide more information about the course and did not convince more visitors to sign up for the course. In future experimentation, we should consider testing other factors that may lead to a higher email sign-up rate, such as changing the language or formatting of the landing page or offering a special promotion for signing up. It is also important to continue testing and experimenting to find the most effective strategies for increasing email acquisition and achieving the organization's goals.