[Elite Camp 2016] Phil Nottingham - CRO with Video: Tips, Tricks and Tactics

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1 like•8,196 views

This document discusses how to optimize video content and placement on websites to increase conversion rates. It provides data on testing different types of video content, thumbnail designs, and placement on pages. Key findings include that teaching videos, live explainer videos and personalized sales messages tend to help conversion the most. Placement of videos higher on pages and between 400-600 pixels wide was found to have higher play rates. Using "click here" annotations and CTAs around the 20% point of longer videos improved interactions and conversions.

Marketing

PRO VERB
“Video can massively help increase
conversions rates”

Conversion Rate
JAN FEB MAR APR MAY JUNE JULY
Conversion)Rate

You need to know how to use
video effectively to get results

Things to Split Test with
Video
3. Content
2. Placement & Display
4. In-stream Actions
1. Video vs. No Video

DOESN’T TEND TO HELP AS MUCHASSISTS CONVERSION
✦
Teaching Video
✦
Live Action Explainer Video
✦
Personalised Sales Message
✦
Culture Video
✦
Animated Explainer
✦
Customer Testimonial Video

Don’t use these platforms for
your on-site video…

ON-SITE VIDEOS
CONTEXTUALLY SPECIFIC
SOCIAL VIDEOS
CONTEXTUALLY BROAD

https://wistia.com/blog/google-analytics-for-video-roi

Crawled 80K Pages
Each zone =
250 pixels in
height

56%
52%
46%
27%
25%
21%
18%
0%
10%
20%
30%
40%
50%
60%
ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 ZONE 6 ZONE 7
Play Rate / Zone

34%
45%
62%
51%
45%
47% 52%
0%
10%
20%
30%
40%
50%
60%
70%
0PX-200PX
201PX-400PX
401PX-600PX
601PX-800PX
801PX-1000PX
1001PX-1200PX
1201PX>
Play Rate / Video Width

6.6%
4.5%
1.6%
3.9%
4.0%
16.7%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
0-30 30 - 60 60 - 120 120 - 180 180 - 300 > 300
Seconds
Play Rate / Video Length

Branded player colour = 19% increase in play rate

Custom thumbnail = 35% increase in play rate

The Nose
The ﬁrst 2% of the video
To improve:
• Disrupt expectations
• Create intrigue
• Jump right in to the point
• Impress quickly

The Body
The middle 96% of the video
To improve:
• Chunk into sections
• Use lots of B-roll
• Add personality
• Use music for momentum

Evaluating Engagement
✦
> 30% Drop off in the nose = There isn’t a clear hook
✦
> 50% Drop off in the body = The overall idea & execution is weak
✦
> 30% Drop off in the tail = The CTA isn’t compelling enough

A. Turnstiles (email gates)
B. Annotations
C. CTAs

1.1%
2.5%
1.5%
2.7% 3.2%
8.5%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
0 - 30 30 - 60 60 - 120 120 - 180 180 - 300 > 300
Seconds
Turnstile Conversion Rate / Video Length

Video Content For Lead Gen
✦
Lectures
✦
Webinars
✦ Courses
✦
Interviews
✦
Workshops
✦ Webcasts

26%
@ MIDDLE
25%
@ START
49%
@ END
Turnstile Locations

24%16% 3.4%
CONVERSION
@ START
CONVERSION
@ MIDDLE
CONVERSION
@ END
Turnstile Conversion Rate by Location

0
10
20
30
40
50
Start
0 - 10%
10 - 20%
20 - 30%
30 - 40%
40 - 50%
50 - 60%
60 - 70%
70 - 80%
80 - 90%
90 -100%

End
2.3x
4.5x
Turnstile Conversion Rate by Location

1.0%
2.7%
3.9%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
NO "CLICK" "CLICK" "CLICK HERE"
Annotation CTR

9.5%
15.3%
11.1%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
NO "CLICK" "CLICK" "CLICK HERE"
Call to Action CTR

11.4%
22.1%
6.5%
7.2%
4.7%
6.5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
0 - 30 30 - 60 60 - 120 120 - 180 180 - 300 > 300
Seconds
Call to Action Conversion Rate / Video Length

300% increase in clicks
(vs regular image)

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