Description / Hypothesis
Following an inconclusive result in the first iteration of this experiment, we will try testing the same seller testimonial video in two different locations--below the fold next to a text-based testimonial, and above the fold by the form. This will allow us to better measure the video's impact on seller motivations, and how placement (if at all) affects video play rate.
Variations
Post-Mortem Analysis
Key Learnings
As with the previous version of this experiment, we saw a largely neutral movement in conversion rate, with a statistically insignificant result. However, adding the H4 callout above the video and slotting it next to the text testimonials did increase the play rate from 1.6% (previous test) to 2.8%, or an increase of 75%. Though this result was insignificant too, it marked a directionally positive increase from the previous test.
Decision to Implement
None. We will retest this concept by putting the video above the fold to increase the exposure rate and thus, the play rate.