The primary variation's observed conversion rate 11.43% is 18.29% lower than the control's conversion rate 13.52%, based on 2,382 sessions.
Description / Hypothesis
Adding the video testimonial to WMTW Step 3 will provide adequate social proof to this crucial step in the conversion funnel, and result in more leads.
Post-Mortem Analysis
Key Learnings
The testimonial video feature on Step 3 did not improve conversion rate. There was instead a reduction in CVR, a -15.5% drop. This result came in at a 94% confidence level. We can safely assume that this variant is not the right solution for this step in the MVS funnel.
The play rate for the video was 2.98%. This is around what we’ve seen for desktop devices in the past, but still less than we hoped for. We should move on to more creative solutions in engaging with users at this step.
Decisions to Scale
None.