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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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence |
---|
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.