A Better Buyer Journey with Video by Drip - WistiaFest 2017 Customer Storytime
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Visitors who watch videos on websites are more likely to buy products than those who do not watch videos. When the company Drip introduced free trial videos, they initially lost 40% of viewers by the 2 minute mark and the videos were too long at over 4 minutes. After cutting unnecessary parts and making the videos shorter through testing, their refreshed on-brand videos performed equally well and led to video viewers being twice as likely to convert to customers at a 5% rate.
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A Better Buyer Journey with Video by Drip - WistiaFest 2017 Customer Storytime
- 1. A Better Buyer Journey with Video
- 2. My name is Adam.
- 3. What’s Drip?
- 8. • Visitors that watch a video are 2.5x more likely to buy. • Our most profitable pages have videos. Video is a big part of Leadpages.
- 9. • Homepage • Opt-in Page • Pricing Page 3 Versions 2 Versions 3 Versions
- 10. When Leadpages acquired Drip…
- 11. …we applied our video formula again.* *Except this time, for free trials.
- 13. Oops. We got it wrong. • We introduced the product too late. • We lost 40% of viewers by 2:00. • We made it too long (4:26).
- 14. A quick fix. • We cut out Larry. Bye Larry. • Visitors got the message. • But we knew we could do better.
- 15. Third time the charm? • Trying to cut the nose drop. • Make it even shorter. • Test, test, test again.
- 17. Off-brand.
- 21. Pricing
- 22. Results • People that watch video on Drip’s website are twice as likely to convert. • Video viewers convert at a whopping 5%. • Our next test: thumbnails.
- 23. Text DRIP to 44222 Thank you!
Editor's Notes
- Drip and Leadpages fan? Award winning video appearances in Getting Started, Consulting and Coaching, Welcome, and How to Make a Gif
- Drip is an email marketing automation platform built to turn contacts into customers It’s built to help you send the right emails at the right time
- 2016 Drip was acquired by Leadpages Now we are all together focusing on conversion in Minneapolis MN
- - when people think of MN they think of this
- - or this
- - this time of year it’s like this
- Since Leadpages began, video has been an important part of growth We found that So we looked
- We identified 3 key pages that were responsible for the most revenue Starting with We used engagement analytics to make sure each viewers were getting our message, for us 70% was the target
- - Just like Leadpages, we started with the homepage
- We made a character Larry Linear - like Mac vs. PC had him banter with the CEO of Drip
- - new video not released yet
- - another page we looked at was our workflows page - workflows are our biggest feature
- we had a video already but it was off brand, intense, old music reminds me of the show Survivor
- - we just lightened it up and gave it our brand vibe
- both videos performed the same this was okay because we just wanted to create a consistent experience
- finally we looked at the Drip pricing page
- - We knew our pricing page converted better with video. - We got a lot of pre-sales questions about our pricing. - so we made this video, showing off our team and some fun color backdrops
- with this information along with good retention we know getting more views is our next step so we’ll begin testing thumbnails and placement of videos on the pages
- show special offer by texting Drip is free under 100 contacts