Your answer is Incorrect
Test details and Analysis
The 2 emails were sent to the same audience. 50% got variation A, 50% got variation B. Variation A got 102% more donations. Since the average donation amount was the same in both versions, version A generated MORE THAN TWICE AS MUCH income as version B.
One of the reasons might be that the video distracts people from the 'buying' process. The other reason is that the donors apparently liked the tangible aspect; they saw exactly what would be bought for their money.
Takeaways
What I especially like is that the blueprint image didn't cost SOS Children's Villages anything. Whereas a video always costs between $10.000 to $30.000 to produce. Of course we used this video on the 'Thank You page' of version A as well.
But it really shows how you can save and earn money with testing
(you should at least test what videos to shoot before you get in the airplane).
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Ewald's lastname is Verhoog, which actually means 'to INCREASE' in English
