How moving video in a header affects conversion
Experiment ID: #6138
Compassion International
Experiment Summary
Timeframe: 02/16/2018 - 04/13/2018
Compassion International had heard that moving video as part of a homepage design increases engagement and hypothesized that it might help provide more of the “emotional heft” that could deliver more conversions as well. They developed a quick-loading motion video image that could load in place of the static image and launched an A/B test to see if it resulted in more child sponsorships—or how it affected metrics as a whole.
Research Question
How will moving video in a header affect conversion?
Design
C: Original
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 2.9% | ||
| T1: | Variation #1 | 3.2% | 11.9% | 100.0% |
This experiment has a required sample size of 19,289 in order to be valid. Since the experiment had a total sample size of 150,259, 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:
11.9% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The treatment had no discernible effect on child sponsorships—not surprising, since it was on the homepage, and people come to Compassion’s homepage with many varied motivations. This is why homepage testing is particularly difficult! However, the treatment did increase birthday searches (which take place in the header box) by 11%. This is an important finding, because downstream optimizations have been found in the birthday search funnel that could be applied here to increase sponsorships through that funnel.
The next step for Compassion is to institute these downstream optimizations and see if the increased search traffic can be sent through optimized pages to increase sponsorships.