Optimizing Videos for Conversion and Experience
•Download as PPTX, PDF•
0 likes•751 views
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.
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Recently uploaded
Recently uploaded (20)
Optimizing Videos for Conversion and Experience
- 1. Optimizing Videos for Conversions & Engagement Russ Somers VP Marketing Invodo #TLE2013The Live Event@rsomers from @invodo
- 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. 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. …and Shootouts… ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event Landing Page A Landing Page B @rsomers from @invodo
- 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. 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. 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. …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. Video is a Different Animal Than Any Other Type of Content ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 10. Video is Multi-Sensory ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event Visual 65% Auditory 25% Textual 10% Video @rsomers from @invodo
- 11. Complex Concepts… ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 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. 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 the cart to be folded quickly by pushing forward and down 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 transport or storage.”
- 14. ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event Video Conveys Motion and Scale @rsomers from @invodo
- 15. Motion and Scale Drive Results ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo Mobile video viewers are 3x more likely to purchase than non-viewers MediaPostInternet Retailer Visitors who view video are 85% more likely to purchase Comscore 182 Million people viewed Video in the last 12 months Forrester 96% of online shoppers watch online video eMarketer Video was cited by 51.9% of marketers for having among the best ROI Watch Buy Profit
- 16. If Video is a Different Animal… ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 17. …That Animal Can Be Trained And Video Can Be Optimized ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 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. 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 the Customer Journey • The Offer • Video CTA Merchandising
- 20. Video CTAs Can Be Optimized for Video View Rate (VR) ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 21. Quiz: Video CTAs • A good video CTA can increase Video View 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. In an analysis across our client base, Video CTA size (5K pixels or greater) doubled View Rate. (Yes, this includes embedded video players) 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. Still important…but less so than in 2011 (it more than doubled impact at that point) Bear in mind that these are product pages, not landing pages Does The Fold Matter? ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 24. Quiz: Video CTA Verbiage • Which improvement drives the biggest 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. What About CTA Verbiage? ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 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. Visual CTAs outperform passive text CTAs Visual CTA + active text CTA performs highest, as expected Ask (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. Video in Email Campaigns ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 29. Quiz: Video in Email • A video CTA can improve email CTR: • 2x • 4x • 1.7x • None. It degrades performance because video gets hung up in spam filters ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 30. Impact on Email CTR ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo 75% Reduction in subscriber opt-outs in introductory email campaigns with video*. Email Customers *Implix / Eloqua Email Marketing Trends Survey Video Email Marketing The ability to reach your customers in a more powerful way. 96% Increase In Click Through Rate*
- 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. The ONE Place Autoplay Works ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo Video CTA in email: Click 1 Landing Page: Another Click?!!! Takeaway: Email campaigns with video require a dedicated landing page with autoplay. Do NOT “save time” by dropping users to a product page!
- 33. Video Content Can Be Optimized According to Buyer Persona and Customer Journey ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 34. Quiz: Video on the Product Page • A video can improve a retailer’s site conversion rate: • 1.5x • 2x • 5x • It doesn’t. The people who view the video are the people who would’ve bought anyway ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 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 @invodo B2B Furniture Retailer Unique Visitors 190,040 No Video Visitors 165,630 Covered By Video Visitors 24,410 632 Viewers 156 purchase 11,668 Non-Viewers 354 purchase Video (Live) 12,301No Video (Control) Non-Viewer Conversion Rate 2.4% Viewer Conversion Rate 24.6% Total Experiment Conversion Rate: 4.14% No-Video Conversion Rate 2.4% 12,110 No-Video 293 purchase
- 36. Quiz: Shoe Retailer Test • Two videos, one test • Which one do you think performed better? • Why? • What % improvement? ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 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. 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. Shoe Retailer A/B Test Let’s look at why… ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 40. Shoe Retailer: Brand Video ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo Drop off at 4 seconds into the video – no products shots Here you see high viewer drop off. At 17 seconds there is a product shot, in turn increasing conversion at the end of video.
- 41. Shoe Retailer: Product Video ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo Product detail shot triggers cart add event Increase in purchases towards end of video
- 42. Takeaways • Video has been a subjective medium • Video can be objectively optimized via testing • Performance depends on: • CTA merchandising • Place in customer journey • The content itself • Interaction metrics offer additional insight into user behavior ©2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. #TLE2013The Live Event@rsomers from @invodo
- 43. Contact Info Russ Somers VP Marketing Invodo rsomers@invodo.com @rsomers @invodo #TLE2013The Live Event Thank You
Editor's Notes
- Cover Slide: Speech title is 48 point black Calibri BodyNames are 18 point Arial NarrowNote: Moderators are NOT pictured.
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Section Slide: Part: 96 point bold CalibriSection title:48 point bodyCalibri
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Section Slide: Part: 96 point bold CalibriSection title:48 point bodyCalibri
- Section Slide: Part: 96 point bold CalibriSection title:48 point bodyCalibri
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Section Slide: Part: 96 point bold CalibriSection title:48 point bodyCalibri
- Bullet listHeader is 44 point green Calibri boldBody copy is 36 point black Calibri
- Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
- Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
- Bullet listHeader is 44 point green Calibri boldBody copy is 36 point black Calibri
- Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
- Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
- Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
- Section Slide: Part: 96 point bold CalibriSection title:48 point bodyCalibri
- Bullet listHeader is 44 point green Calibri boldBody copy is 36 point black Calibri
- Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
- Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
- Text & Graphics that appear on the same slide should be balanced, will the graphic as large as possible.Header 44 point green Calibri, boldBody copy 28-point black Calibri.
- Section Slide: Part: 96 point bold CalibriSection title:48 point bodyCalibri
- Bullet listHeader is 44 point green Calibri boldBody copy is 36 point black Calibri
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Bullet listHeader is 44 point green Calibri boldBody copy is 36 point black Calibri
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Bullet listHeader is 44 point green Calibri boldBody copy is 36 point black Calibri
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Graphics with no text (or a very short caption), should be as large as possible on the slide.Header 44 point green Calibri, bold
- Text SlideHeader 44 point green Calibri, boldBody copy 36-point black Calibri. Note: WIDE margins
- Last Slide Panel Version – Thank You, contact info.Thank you Line: Calibri 48 point bold, blackContact info: Arial narrow, 22 point; name is bold and company is italics, all else is regularNote: Moderators are NOT pictured.