[elite camp 2016] phil nottingham - cro with video: tips, tricks and tactics
Post on 16-Apr-2017
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CRO with VideoP H I L N O T T I N G H A M
P R O V E R B
“Video can massively help increase conversions rates”
Conversion Rate
JAN FEB MAR APR MAY JUNE JULY
Conversion)Rate
Test 29%
increase in sign-ups
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
9,746,726 Videos
Video vs. No Video
1
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
Placement & Display
2
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
-200
PX
201P
X -4
00PX
401P
X -6
00PX
601P
X -8
00PX
801P
X -
1000
PX
1001
PX -
1200
PX
1201
PX >
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
Think of Thumbnails like Movie Posters
Video Content
3
Engagement
Average Engagement = 49.6%
The Parts of a Video
Nose TailBody
The NoseThe first 2% of the video
To improve:• Disrupt expectations• Create intrigue• Jump right in to the point• Impress quickly
The BodyThe middle 96% of the video
To improve:• Chunk into sections• Use lots of B-roll• Add personality• Use music for momentum
The TailThe last 2% of the video
To improve:• Beware “Peak end” rule• Don’t “wrap up”• Keep logo/titles short• Beware ending music
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
In-Stream Actions
4
A. Turnstiles (email gates)
B. Annotations
C. CTAs
A. Turnstiles (email gates)
B. Annotations
C. CTAs
Turnstile
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
Long Form ≠ One Take
26%@ MIDDLE
25%@ START
49%@ END
Turnstile Locations
24%16% 3.4%CONVERSION
@ STARTCONVERSION
@ MIDDLECONVERSION
@ END
Turnstile Conversion Rate by Location
0
10
20
30
40
50
Start
0 - 10%
10 - 2
0%
20 - 3
0%
30 - 4
0%
40 - 5
0%
50 - 6
0%
60 - 7
0%
70 - 8
0%
80 - 9
0%
90 -100% En
d
2.3x
4.5x
Turnstile Conversion Rate by Location
A. Turnstiles (email gates)
B. Annotations
C. CTAs
Annotations
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
A. Turnstiles (email gates)
B. Annotations
C. CTAs
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
Video in Email
300% increase in clicks (vs regular image)
Summary
✦ Optimise content for retention
✦ Use long-form learning video for lead-gen
✦ Turnstile 20% of the way through
✦ Annotations - “Click Here”
✦ CTAs - ‘Click …”
✦ Use video thumbnails in email
✦ Split test everything
✦ Authentic > Professional
✦ Embed video high up the page
✦ Embed at 400-600 px wide
✦ Match the player to the brand
✦ Create “movie poster” Thumbnails
@philnottingham
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