How a video impacts the conversion rate of a donation page Experiment ID: #5827

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 12/15/2016 - 12/23/2016

As part of their calendar year end campaign, Buckner International created a video of their president telling a story from the previous year and making a direct ask for support at the end. The message and imagery of the video was compelling but our concern was that visitors that did not necessarily respond to videos would lose interest before the ask was made. We decided to set up an experiment where we displayed a transcription on the page in place of the video. We then sent an email to their house file to see which would produce the best conversion rate.

Research Question

How will a transcription of a video impact donor conversion rate compared to the video itself?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: Video with Short Copy
T1: Video Transcription

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Video with Short Copy 0.43% $25.00
T1: Video Transcription 2.8% 560.2% 96.5% $57.14

This experiment has a required sample size of 217 in order to be valid. Since the experiment had a total sample size of 478, 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
× 560.2% increase in conversion rate
× 128.6% increase in average gift
1,408.9% increase in revenue

Key Learnings

The video transcription ended up producing a 560.2% lift to the overall donor conversion on the page. It reached both a statistical level of validity and a valid sample size.

The video was a great way to visually reinforce the messaging of the campaign and we saw high engagement when posted on Facebook but, when it comes to the actual ask, we are much better suited using text to convey the message so that the potential donor does not get distracted from the primary call to action.


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Experiment Documented by...

Kevin Peters

Kevin is a Senior Vice President at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.