Video Thumbnail Design A/B/C Experiment
Problem: After launching the Medicare Thank You Video, watch rates were lower than expected, the default thumbnail wasn't compelling enough to pull users into the video.
Action: Designed and tested 3 new high-contrast thumbnail variations against the original, optimizing for visual interrupt and click-to-play intent.
Result: All 3 variations beat the control on lead-to-policy, with the winning thumbnail lifting LtP from 4.3% to 5.9%.
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Adding Thank You Video After Form Submission A/B Experiment
Problem: After a Thank You Video boosted performance in our Medicare flow, we wanted to validate the same play in our Life Insurance funnel to drive higher lead-to-policy conversion.
Action: Tested two Thank You Video variations on the LifeCompared confirmation page, one AI-generated and one featuring our director on camera, measuring downstream lead-to-policy.
Result: The director-led video won, lifting lead-to-policy from 5.8% to 6.9% and confirming that authentic, human-led video outperformed the AI alternative.
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