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How to Test Your On-Page Video Content

Consumers may be watching far less television, but they're watching a great deal more video. There's no reason to harp on the myriad reasons online video consumption is growing exponentially, but like any marketing initiative, it's not enough to check the box of having video content on your website and leave it at that. Using videos to convert your customers, whether you are selling a product, service or technology, is only effective when done right. According to Digital Sherpa, website visitors are 64% more likely to buy a product after watching a video.

But the opportunity is just as easily squandered! Consumers give up on an online video if it doesn't load in two seconds. (University of Massachusetts Amherst and Akamai Technologies). So how do you make sure your investment in video content is serving your customers and your bottom line? By testing, of course!

I can't resist sharing a few more reasons to test video content on a portion of your traffic. Here are a few opportunities to harness the power of video you might be missing:

  • Increase trust of your company and product [Every 7 in 10 people who watch a product video will view that brand in a more positive light. (Hub.tv)]
  • Deliver messages quickly and concisely
  • Increase time on page

Every great marketing campaign starts with a story, and videos are a fantastic way to tell that story. In short, video is more engaging, it's visual, and it saves time. But there is a lot to consider.

Here are a few things you should test when assessing the effectiveness of your current or planned video content:

1. Test Autoplay vs. Press Play

On the one hand, making your video autoplay would increase the visibility of your video's content. On the other hand, it might bother your visitors, especially if they are not expecting sound from the video. Therefore, testing autoplay vs. press play is an essential step in hosting video content on your homepage.

2. Test the Length of Your Video

In most cases, the shorter the better: visitors are more likely to hit the play button if the video is less than a minute, and they are more likely to watch the entire clip if the video is short. However, in some cases you might like to include more content in your video. That's why it is critical to test the length of the video in question.

3. Test the Video Thumbnail

If you're putting work into producing video content, every detail counts! An eye catching thumbnail will significantly increase the possibility that visitor hit the play button. Test your video thumbnail to find the one that drives most views.

4. Test the Addition of a Call-to-Action

Test the addition of a CTA button either during or at the end of your video. This will help your users navigate to other relevant content, like product detail pages or additional educational content.

5. Personalize Your Video!

Personalized video allows more precise segmentation of the video to run in a targeted demographic. Try personalizing your video by weather, location, or gender for higher conversion rates.

Marketing should be educational, and videos are an incredible tool in making educational content accessible for your target audiences. With testing, decisions like adding video to your homepage or product detail pages can be backed up confidently. Follow my advice to get the largest possible ROI on your investment in video content.

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