Optimizing Videos for Conversion and Experience

563 views

Published on

From WhichTestWon's The Live Event on 5/10/2013.
Although this session focuses specifically on ecommerce site videos, other types of marketers will find it considerably interesting as well. First session leader Russ Somers will reveal exclusive stats and data he’s gathered around what works in videos and what doesn’t, including length, format, and engagement or conversion devices. He’ll also discuss best ways to repurpose content.

Next, you’ll view some videos and discuss with your peers about specific ways to optimize them. If you have videos on your site currently, you may have the opportunity to get feedback on them.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Optimizing Videos for Conversion and Experience

  1. 1. Optimizing Videos forConversions & EngagementRuss SomersVP MarketingInvodo#TLE2013The Live Event@rsomers from @invodo
  2. 2. CRO Can be Like the Wild West©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  3. 3. There are Gunslingers (that’s you)…©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  4. 4. …and Shootouts…©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventLandingPage ALandingPage B@rsomers from @invodo
  5. 5. …But There Are Still Some Rules©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  6. 6. And Accepted Ways of Doing Things.©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  7. 7. Video, On the Other Hand…©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  8. 8. …is From Another World or Time©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  9. 9. Video is aDifferent AnimalThan Any Other Type ofContent©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  10. 10. Video is Multi-Sensory©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventVisual65%Auditory25%Textual10%Video@rsomers from @invodo
  11. 11. Complex Concepts…©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  12. 12. …Are Conveyed Simply by Video©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  13. 13. Text and Images Convey Information©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo“One simple click releases the lock and allows thecart to be folded quickly by pushing forward anddown to collapse the cart in a single smooth motion.With just a push of a button the large shock-absorbing maintenance-free wheels will also detach.Once it’s folded the cart is ready for easy transportor storage.”
  14. 14. ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventVideo Conveys Motion and Scale@rsomers from @invodo
  15. 15. Motion and Scale Drive Results©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoMobile video viewers are3x more likely to purchasethan non-viewersMediaPostInternet RetailerVisitors who view video are85% more likely to purchaseComscore182 Million people viewedVideo in the last 12 monthsForrester96% of online shopperswatch online videoeMarketerVideo was cited by 51.9%of marketers for havingamong the best ROIWatchBuyProfit
  16. 16. If Video is aDifferentAnimal…©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  17. 17. …That AnimalCan Be TrainedAnd Video Can BeOptimized©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  18. 18. The Conversion Trinity Applies©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  19. 19. The Conversion Trinity Applies©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo• The Content• Buyer Persona• Place in theCustomerJourney• The Offer • Video CTAMerchandising
  20. 20. Video CTAsCan Be Optimized for VideoView Rate (VR)©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  21. 21. Quiz: Video CTAs• A good video CTA can increase VideoView Rate:• 1.5x• 2x• 3.4x• 5x©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  22. 22. In an analysis acrossour client base, VideoCTA size (5K pixels orgreater) doubled ViewRate.(Yes, this includesembedded videoplayers)CTA Size Drives View Rate©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  23. 23. Still important…butless so than in 2011 (itmore than doubledimpact at that point)Bear in mind thatthese are productpages, not landingpagesDoes The Fold Matter?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  24. 24. Quiz: Video CTA Verbiage• Which improvement drives thebiggest increase in Video View Rate?• Active vs Passive language• Adding Text to an Image CTA©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  25. 25. What About CTA Verbiage?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  26. 26. What About CTA Verbiage?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  27. 27. Visual CTAsoutperform passivetext CTAsVisual CTA + active textCTA performshighest, as expectedAsk (for clicks) and You Shall Receive©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  28. 28. Video in EmailCampaigns©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  29. 29. Quiz: Video in Email• A video CTA can improve email CTR:• 2x• 4x• 1.7x• None. It degrades performancebecause video gets hung up inspam filters©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  30. 30. Impact on Email CTR©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo75% Reduction in subscriber opt-outs inintroductory email campaigns with video*.EmailCustomers*Implix / EloquaEmail Marketing Trends SurveyVideo Email MarketingThe ability to reach your customers in a more powerful way.96%Increase In ClickThrough Rate*
  31. 31. Impact on Email CTR©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  32. 32. The ONE Place Autoplay Works©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoVideo CTA in email: Click 1Landing Page: Another Click?!!!Takeaway: Email campaigns with video require a dedicated landing page withautoplay. Do NOT “save time” by dropping users to a product page!
  33. 33. Video ContentCan Be Optimized Accordingto Buyer Persona andCustomer Journey©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  34. 34. Quiz: Video on the Product Page• A video can improve a retailer’s siteconversion rate:• 1.5x• 2x• 5x• It doesn’t. The people who view thevideo are the people who would’vebought anyway©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  35. 35. B2B Furniture Retailer A/B Test©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoB2B Furniture Retailer Unique Visitors190,040No VideoVisitors 165,630Covered By VideoVisitors 24,410632 Viewers156 purchase11,668 Non-Viewers354 purchaseVideo (Live) 12,301No Video (Control)Non-ViewerConversion Rate2.4%Viewer ConversionRate24.6%Total Experiment Conversion Rate:4.14%No-VideoConversion Rate2.4%12,110 No-Video293 purchase
  36. 36. Quiz: Shoe Retailer Test• Two videos, one test• Which one do you thinkperformed better?• Why?• What % improvement?©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  37. 37. Video Style A: Rosa Hyde Video©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  38. 38. Video Style B: Birch Video©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  39. 39. Shoe Retailer A/B TestLet’s look at why…©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  40. 40. Shoe Retailer: Brand Video©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoDrop off at 4seconds into thevideo – noproducts shotsHere you see highviewer drop off.At 17 seconds there is aproduct shot, in turnincreasing conversionat the end of video.
  41. 41. Shoe Retailer: Product Video©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoProduct detailshot triggers cartadd eventIncrease inpurchases towardsend of video
  42. 42. Takeaways• Video has been a subjective medium• Video can be objectively optimized viatesting• Performance depends on:• CTA merchandising• Place in customer journey• The content itself• Interaction metrics offer additionalinsight into user behavior©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo
  43. 43. Contact InfoRuss SomersVP MarketingInvodorsomers@invodo.com@rsomers @invodo #TLE2013The Live EventThank You

×