Thank you: Autoplay Video
Hypothesis
If we autoplay a video on the thank-you page, then conversion rate will improve because immediate video engagement drives next-step actions at peak post-conversion engagement.
Test Results
Key Learning
Problem: Coupon and promo code fields on thank yous can distract users — they leave to hunt for codes, reducing completion rates.
What worked: Autoplaying video on thank-you pages drives higher engagement with next-step content, improving conversion metrics. The thank-you moment is peak engagement (+5.0% lift)
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 thank you: autoplay video can produce a +5.0% improvement in conversions. The test was run on a thank you page page in the healthcare industry. With 11,676 visitors in the sample, this is a robust result.
Before you test: Consider that imagery tests typically require large sample sizes to detect small effects. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
In this test, the variation autoplayed the video (with sound). The thank you page offered a discount on a cross-sell product - The Supplement Goal Reference. The video first communicate a sincere thank you, followed by the product cross-sell.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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