865. Add Video Testimonial to Step 2 – WMTW (v2)

Description / Hypothesis

Replacing the optional form fields on Step 2 with a video testimonial will reinforce users' trust in the product and serve as a much needed value proposition in a crucial conversion funnel. Adding this feature will reduce funnel drop off rates and improve conversion rate. This experiment will test two different versions of seller testimonials to determine the most appealing content.

Variations

Post-Mortem Analysis

Key Learnings

(Variant 1 = talking head thumbnail | Variant 2 = white bg with text thumbnail)

Play Rate

Variant 1: 5.39%
Variant 2: 6.65%
Lift: +23.4%
Stat sig? No — 88% confidence

Conversion Rate

Control: 8.83%
Variant 1: 8.23%
Variant 2: 8.04%
Lift: -6.8%
Stat sig? No — 82% confidence