- 1.Optimizing Videos forConversions & EngagementRuss SomersVP MarketingInvodo#TLE2013The Live Event@rsomers from @invodo
2. CRO Can be Like the Wild West2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 3. There are Gunslingers (thats you)2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 4. and Shootouts2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventLandingPage ALandingPage B@rsomers from @invodo 5. But There Are Still Some Rules2013, 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 Hand2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 8. is From Another World or Time2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 9. Video is aDifferent AnimalThan Any Other Type ofContent2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 10. Video is Multi-Sensory2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventVisual65%Auditory25%Textual10%Video@rsomers from @invodo 11. Complex Concepts2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 12. Are Conveyed Simply by Video2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 13. Text and Images Convey Information2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoOne simple click releases the lock and allows thecart to be folded quickly by pushing forward anddown 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 its folded the cart is ready for easy transportor storage. 14. 2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live EventVideo Conveys Motion and Scale@rsomers from @invodo 15. Motion and Scale Drive Results2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoMobile video viewers are3x more likely to purchasethan non-viewersMediaPostInternet RetailerVisitors who view video are85% more likely to purchaseComscore182 Million people viewedVideo in the last 12 monthsForrester96% of online shopperswatch online videoeMarketerVideo was cited by 51.9%of marketers for havingamong the best ROIWatchBuyProfit 16. If Video is aDifferentAnimal2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 17. That AnimalCan Be TrainedAnd Video Can BeOptimized2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 18. The Conversion Trinity Applies2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 19. The Conversion Trinity Applies2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo The Content Buyer Persona Place in theCustomerJourney The Offer Video CTAMerchandising 20. Video CTAsCan Be Optimized for VideoView 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 VideoView Rate: 1.5x 2x 3.4x 5x2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 22. In an analysis acrossour client base, VideoCTA size (5K pixels orgreater) doubled ViewRate.(Yes, this includesembedded videoplayers)CTA Size Drives View Rate2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 23. Still importantbutless so than in 2011 (itmore than doubledimpact at that point)Bear in mind thatthese are productpages, not landingpagesDoes 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 thebiggest increase in Video View Rate? Active vs Passive language Adding Text to an Image CTA2013, 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 CTAsoutperform passivetext CTAsVisual CTA + active textCTA performshighest, as expectedAsk (for clicks) and You Shall Receive2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 28. Video in EmailCampaigns2013, 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 performancebecause video gets hung up inspam filters2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 30. Impact on Email CTR2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo75% Reduction in subscriber opt-outs inintroductory email campaigns with video*.EmailCustomers*Implix / EloquaEmail Marketing Trends SurveyVideo Email MarketingThe ability to reach your customers in a more powerful way.96%Increase In ClickThrough Rate* 31. Impact on Email CTR2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 32. The ONE Place Autoplay Works2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoVideo CTA in email: Click 1Landing Page: Another Click?!!!Takeaway: Email campaigns with video require a dedicated landing page withautoplay. Do NOT save time by dropping users to a product page! 33. Video ContentCan Be Optimized Accordingto Buyer Persona andCustomer Journey2013, 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 retailers siteconversion rate: 1.5x 2x 5x It doesnt. The people who view thevideo are the people who wouldvebought anyway2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 35. B2B Furniture Retailer A/B Test2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoB2B Furniture Retailer Unique Visitors190,040No VideoVisitors 165,630Covered By VideoVisitors 24,410632 Viewers156 purchase11,668 Non-Viewers354 purchaseVideo (Live) 12,301No Video (Control)Non-ViewerConversion Rate2.4%Viewer ConversionRate24.6%Total Experiment Conversion Rate:4.14%No-VideoConversion Rate2.4%12,110 No-Video293 purchase 36. Quiz: Shoe Retailer Test Two videos, one test Which one do you thinkperformed 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 Video2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 38. Video Style B: Birch Video2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 39. Shoe Retailer A/B TestLets look at why2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 40. Shoe Retailer: Brand Video2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoDrop off at 4seconds into thevideo noproducts shotsHere you see highviewer drop off.At 17 seconds there is aproduct shot, in turnincreasing conversionat the end of video. 41. Shoe Retailer: Product Video2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodoProduct detailshot triggers cartadd eventIncrease inpurchases towardsend of video 42. Takeaways Video has been a subjective medium Video can be objectively optimized viatesting Performance depends on: CTA merchandising Place in customer journey The content itself Interaction metrics offer additionalinsight into user behavior2013, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.#TLE2013The Live Event@rsomers from @invodo 43. Contact InfoRuss SomersVP [email protected]@rsomers @invodo #TLE2013The Live EventThank You
