Hoover Institution

How a video trailer vs the first video lesson as a YouTube ad affected instant donor conversion rate

Experiment ID: #122541

Hoover Institution

Experiment Summary

Ended On: 01/06/2023

While we were in our Google Ads account we discovered that we were running the 1st video lesson of the course instead of the course trailer as an ad. We had already seen good performance from the 1st lesson and saw this as an opportunity to test the course trailer against it and see which one performed better.

Research Question

We believe that adding a trailer for YouTube viewers will achieve an increase in donor conversion rate.

Design

C: Control
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T1: Treatment #1
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1144-896x697.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 697 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1144-491x382.png [thumb_574_382-width] => 491 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1144-508x395.png [thumb_776_395-width] => 508 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 1.6%
T1: Treatment #1 1.2%-25.9% 81.2%

This experiment has a required sample size of 6,381 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

We wanted to try this experiment in order to understand which type of content was more appealing to YouTube audiences and to better understand what types of videos work on YouTube.

Cost per Donor:

C: First Lesson $132.59 (0.48roi)

T: Trailer $164.41 (0.28roi)

The first lesson captures the viewers attention for a greater length of time which amplifies the intent to donate.


Experiment Documented by Riley Young
Riley Landenberger is Audience Engagement Manager at NextAfter.

Question about experiment #122541

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.