How video affects conversion on a campaign donation page
Experiment ID: #32921
Hillsdale College
Experiment Summary
Timeframe: 06/24/2020 - 06/28/2020
Hillsdale College was running their fiscal year end campaign. Their team had generated a video designed to inspire giving, which they planned to use in cultivation leading up to the campaign. However, they wanted to test to see if it would improve conversion on the main donation page. Historically, they had seen that video decreased conversion on donation pages, but given the increase of their audience and the passage of time, they wanted to see if that still held true. They created an alternate donation page that included the video but held all other variables the same and split the traffic to determine the impact.
Research Question
How will video affect conversion on a campaign donation page?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 64862
[id] => 64862
[title] => Control.jpg
[filename] => Control-154-scaled.jpg
[filesize] => 799278
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-video-affects-conversion-on-a-campaign-donation-page/attachment/control-jpg-3282/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-3282
[status] => inherit
[uploaded_to] => 17196
[date] => 2024-08-16 13:36:50
[modified] => 2024-08-16 13:36:50
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1548
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-181x300.jpg
[medium-width] => 181
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-768x1270.jpg
[medium_large-width] => 640
[medium_large-height] => 1058
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-619x1024.jpg
[large-width] => 619
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-929x1536.jpg
[1536x1536-width] => 929
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-1238x2048.jpg
[2048x2048-width] => 1238
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-30x50.jpg
[admin-width] => 30
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-scaled.jpg
[full-width] => 1548
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-372x615.jpg
[thumb_372-width] => 372
[thumb_372-height] => 615
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-378x625.jpg
[single_post_thumbnail-width] => 378
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-19x32.jpg
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-29x48.jpg
[thumb_48_48-width] => 29
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-39x64.jpg
[thumb_64_64-width] => 39
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-77x128.jpg
[thumb_128_128-width] => 77
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-41x67.jpg
[thumb_122_67-width] => 41
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-92x153.jpg
[thumb_153_153-width] => 92
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-99x163.jpg
[thumb_130_163-width] => 99
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-107x177.jpg
[thumb_232_177-width] => 107
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-393x650.jpg
[thumb_272_325-width] => 393
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-209x346.jpg
[thumb_271_346-width] => 209
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-164x271.jpg
[thumb_271_271-width] => 164
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-104x172.jpg
[thumb_272_172-width] => 104
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-279x461.jpg
[thumb_372_461-width] => 279
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-302x500.jpg
[thumb_372_500-width] => 302
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-163x270.jpg
[thumb_385_270-width] => 163
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-146x241.jpg
[thumb_416_241-width] => 146
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-248x410.jpg
[thumb_448_410-width] => 248
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-496x820.jpg
[thumb_448_410_retina-width] => 496
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-231x382.jpg
[thumb_574_382-width] => 231
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-239x395.jpg
[thumb_776_395-width] => 239
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 64866
[id] => 64866
[title] => with_Video.jpg
[filename] => with_Video-2-scaled.jpg
[filesize] => 728360
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-video-affects-conversion-on-a-campaign-donation-page/attachment/with_video-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => with_video-jpg-10
[status] => inherit
[uploaded_to] => 17196
[date] => 2024-08-16 13:37:01
[modified] => 2024-08-16 13:37:01
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1309
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-153x300.jpg
[medium-width] => 153
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-768x1502.jpg
[medium_large-width] => 640
[medium_large-height] => 1252
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-523x1024.jpg
[large-width] => 523
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-785x1536.jpg
[1536x1536-width] => 785
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-1047x2048.jpg
[2048x2048-width] => 1047
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-26x50.jpg
[admin-width] => 26
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-scaled.jpg
[full-width] => 1309
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-372x728.jpg
[thumb_372-width] => 372
[thumb_372-height] => 728
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-320x625.jpg
[single_post_thumbnail-width] => 320
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-16x32.jpg
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-25x48.jpg
[thumb_48_48-width] => 25
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-33x64.jpg
[thumb_64_64-width] => 33
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-65x128.jpg
[thumb_128_128-width] => 65
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-34x67.jpg
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-78x153.jpg
[thumb_153_153-width] => 78
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-83x163.jpg
[thumb_130_163-width] => 83
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-90x177.jpg
[thumb_232_177-width] => 90
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-332x650.jpg
[thumb_272_325-width] => 332
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-177x346.jpg
[thumb_271_346-width] => 177
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-139x271.jpg
[thumb_271_271-width] => 139
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-88x172.jpg
[thumb_272_172-width] => 88
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-236x461.jpg
[thumb_372_461-width] => 236
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-256x500.jpg
[thumb_372_500-width] => 256
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-138x270.jpg
[thumb_385_270-width] => 138
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-123x241.jpg
[thumb_416_241-width] => 123
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-210x410.jpg
[thumb_448_410-width] => 210
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-419x820.jpg
[thumb_448_410_retina-width] => 419
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-195x382.jpg
[thumb_574_382-width] => 195
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-202x395.jpg
[thumb_776_395-width] => 202
[thumb_776_395-height] => 395
) ) )
T1: with Video
Array
(
[0] => Array
(
[ID] => 64862
[id] => 64862
[title] => Control.jpg
[filename] => Control-154-scaled.jpg
[filesize] => 799278
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-video-affects-conversion-on-a-campaign-donation-page/attachment/control-jpg-3282/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-3282
[status] => inherit
[uploaded_to] => 17196
[date] => 2024-08-16 13:36:50
[modified] => 2024-08-16 13:36:50
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1548
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-181x300.jpg
[medium-width] => 181
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-768x1270.jpg
[medium_large-width] => 640
[medium_large-height] => 1058
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-619x1024.jpg
[large-width] => 619
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-929x1536.jpg
[1536x1536-width] => 929
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-1238x2048.jpg
[2048x2048-width] => 1238
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-30x50.jpg
[admin-width] => 30
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-scaled.jpg
[full-width] => 1548
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-372x615.jpg
[thumb_372-width] => 372
[thumb_372-height] => 615
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-378x625.jpg
[single_post_thumbnail-width] => 378
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-19x32.jpg
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-29x48.jpg
[thumb_48_48-width] => 29
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-39x64.jpg
[thumb_64_64-width] => 39
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-77x128.jpg
[thumb_128_128-width] => 77
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-41x67.jpg
[thumb_122_67-width] => 41
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-92x153.jpg
[thumb_153_153-width] => 92
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-99x163.jpg
[thumb_130_163-width] => 99
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-107x177.jpg
[thumb_232_177-width] => 107
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-393x650.jpg
[thumb_272_325-width] => 393
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-209x346.jpg
[thumb_271_346-width] => 209
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-164x271.jpg
[thumb_271_271-width] => 164
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-104x172.jpg
[thumb_272_172-width] => 104
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-279x461.jpg
[thumb_372_461-width] => 279
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-302x500.jpg
[thumb_372_500-width] => 302
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-163x270.jpg
[thumb_385_270-width] => 163
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-146x241.jpg
[thumb_416_241-width] => 146
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-248x410.jpg
[thumb_448_410-width] => 248
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-496x820.jpg
[thumb_448_410_retina-width] => 496
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-231x382.jpg
[thumb_574_382-width] => 231
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-154-239x395.jpg
[thumb_776_395-width] => 239
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 64866
[id] => 64866
[title] => with_Video.jpg
[filename] => with_Video-2-scaled.jpg
[filesize] => 728360
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-scaled.jpg
[link] => https://www.nextafter.com/experiments/how-video-affects-conversion-on-a-campaign-donation-page/attachment/with_video-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => with_video-jpg-10
[status] => inherit
[uploaded_to] => 17196
[date] => 2024-08-16 13:37:01
[modified] => 2024-08-16 13:37:01
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1309
[height] => 2560
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-153x300.jpg
[medium-width] => 153
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-768x1502.jpg
[medium_large-width] => 640
[medium_large-height] => 1252
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-523x1024.jpg
[large-width] => 523
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-785x1536.jpg
[1536x1536-width] => 785
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-1047x2048.jpg
[2048x2048-width] => 1047
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-26x50.jpg
[admin-width] => 26
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-scaled.jpg
[full-width] => 1309
[full-height] => 2560
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-372x728.jpg
[thumb_372-width] => 372
[thumb_372-height] => 728
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-320x625.jpg
[single_post_thumbnail-width] => 320
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-16x32.jpg
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-25x48.jpg
[thumb_48_48-width] => 25
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-33x64.jpg
[thumb_64_64-width] => 33
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-65x128.jpg
[thumb_128_128-width] => 65
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-34x67.jpg
[thumb_122_67-width] => 34
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-78x153.jpg
[thumb_153_153-width] => 78
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-83x163.jpg
[thumb_130_163-width] => 83
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-90x177.jpg
[thumb_232_177-width] => 90
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-332x650.jpg
[thumb_272_325-width] => 332
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-177x346.jpg
[thumb_271_346-width] => 177
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-139x271.jpg
[thumb_271_271-width] => 139
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-88x172.jpg
[thumb_272_172-width] => 88
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-236x461.jpg
[thumb_372_461-width] => 236
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-256x500.jpg
[thumb_372_500-width] => 256
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-138x270.jpg
[thumb_385_270-width] => 138
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-123x241.jpg
[thumb_416_241-width] => 123
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-210x410.jpg
[thumb_448_410-width] => 210
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-419x820.jpg
[thumb_448_410_retina-width] => 419
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-195x382.jpg
[thumb_574_382-width] => 195
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/with_Video-2-202x395.jpg
[thumb_776_395-width] => 202
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 36.1% | $0.00 | ||
| T1: | with Video | 28.6% | -20.9% | 98.8% | $0.00 |
This experiment has a required sample size of 307 in order to be valid. Since the experiment had a total sample size of 1,514, 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
× 20.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The treatment with the video reduced conversion by 20.9% in aggregate. Further segment analysis revealed that mobile traffic was the most affected, where the video reduced conversion by 37.5%.
There are many hypotheses as to why this happens. Often, the video might be a diversion from the real intent, which is giving. Or, on mobile, the video might overtake the screen entirely and remove the donation form and copy from view.
This shows that video, while there might be benefits in other ways to assist giving, does decrease conversion when added directly to the donation page.