How video placement on an email acquisition page affects conversion Experiment ID: #6678

Hillsdale College

Founded in 1844, Hillsdale College is an independent liberal arts college with a student body of about 1,400. Hillsdale’s educational mission rests upon two principles: academic excellence and institutional independence. The College does not accept federal or state taxpayer subsidies for any of its operations.

Experiment Summary

Timeframe: 5/2/2017 - 5/24/2017

Hillsdale College was promoting their new course, Introduction to the Constitution. This new course had a dramatic new visual style that they hypothesized (and had tested) would increase conversion if they could show it to the visitor. The original landing page they set up for this course had the video nested next to the signup form. They hypothesized that moving the video up next to the copy would allow more people to see it, and thus result in more conversions.

Research Question

How does video placement affect email acquisition conversion rate?


C: Control
T1: Treatment 1


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 16.6%
T1: Treatment 1 14.5% -13.2% 100.0%

This experiment has a required sample size of 2,106 in order to be valid. Since the experiment had a total sample size of 19,269, 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
× 13.2% decrease in conversion rate
× 0% increase in average gift

Key Learnings

Moving the video to the top of the page reduced conversion by 13.2%, which indicates that this might impede conversion rather than assist it. It also reveals that nesting the video lower in the page might only reveal the video for more deliberative types who need to see it to be convinced. Therefore, the video would assist in a conversion when necessary, but not distract someone who might come to the page with a higher motivation. This prompted more testing across different channels to see how motivation fluctuated by source.

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Experiment Documented by...

Jeff Giddens

Jeff is the 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.