The primary variation's observed conversion rate 8.29% is 21.35% lower than the control's conversion rate 10.06%, based on 1,336 sessions.
Description / Hypothesis
Adding a video testimonial to the sell timeshare page will improve conversion rate. This iteration will change the video thumbnail, and will be measured against the previously successful variant in v4.
Post-Mortem Analysis
Key Learnings
The new thumbnail failed to increase play rate on the Sell Timeshare page among mobile users. There was a decrease in play-to-impression rate of -17.6% (87% confidence level). While not statsitically significant, the results were strongly directionally negative and we can assume that this thumbnail is not as effective at driving plays compared to the control.
Decisions to Scale
None.