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”

wistia.com/product

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