Signup: Explainer Video Addition
Hypothesis
If we test a similar change on our signup pages as tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: Visual elements on the signup aren't doing enough to communicate value, build trust, or guide users toward the next step.
What worked: implemented this UI change (Jun 10, 2019). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Visual changes can have outsized effects — test hero images, product photography styles, and contextual imagery as follow-ups.
How to Apply This to Your Site
This experiment demonstrated that signup: explainer video addition can improve conversions. The test was run on a signup page in the travel industry.
Before you test: Consider that imagery tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Videos are usually considered a popular growth tactic that people believe will improve conversion or signup rates. Hence I find it really interesting that A/B tested a series of videos on their host signup landing page and then rejected them altogether. So why where these video removed?
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
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Context: The registration experience on the signup asks too much too soon, causing potential users to drop off.
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Context: Visual elements on the thank you aren't doing enough to communicate value, build trust, or guide users toward the next step.
Product: Authentic Photos
Context: Visual elements on the product aren't doing enough to communicate value, build trust, or guide users toward the next step.
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Context: Visual elements on the product aren't doing enough to communicate value, build trust, or guide users toward the next step.