The primary variation's observed conversion rate 14.46% is 8.31% higher than the control's conversion rate 13.35%, based on 3,400 sessions.
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 also include a second variant where the video will play automatically without requiring a click.
