Videos can vary in performance depending on many factors. This means in order to get the most out of your videos, you need to test as much as possible to increase your conversion rates. Here are five ways you can test videos to get better conversion rates.
As pointed out by this study from Wistia, website visitors are very busy people. They’ll gladly give you 30 seconds of their time, but not many can spare 90 of them. Try shorter versions of your current videos. Can you cut out any more fluff and condense the important parts?
We also recommend running a test where you hide the video run-time. Will viewers lose track of time with your content, will they watch 5 minutes without realising it? This way you have a chance to hook them before the idea of spending valuable time scares them off.
This is a huge deciding factor in how often your video is played. Try different visuals, different colours. Try to convey value in the visuals. Rates can often be improved by a simple mini CTA, like ‘click here to find out xyz’, or an arrow pointing to the play button. There’s no point in having a video that no one watches, so do all you can to get them to click.
Creating a clear, specific title is also very important. Treat it like a blog post or a tweet; you want to be descriptive but at the same time you don’t want to bore your audience. The easy way to do this is to sum up your video in a few words. Make your title compelling and think about whether or not it would interest you if you saw a video with this title.
Everyone knows you have precious few seconds to make a good first impression on viewers. If you video doesn’t sound like it’s getting to the point in those precious moments, viewers will often click away in an attempt to prevent boredom. Make sure your video starts with a bang, or a hook, or something unexpected, or whatever you can think of to convince your viewers to keep watching.This doesn’t only apply to the start of a video. If your video has a really strong beginning and makes big promises, but drags a bit in the middle and doesn’t seem to deliver, then you may find a big chunk of your audience leaving at the same time. If you can identify these slow spots then you can improve on them.
We once used a homepage video that was over 4 minutes in length, but realised there was a point in the middle where viewers dropped off suddenly. We realised that part of the script didn’t really add much to the overall video, so we cut that section out (along with some others) , and found a tighter narrative on the other side.
The positioning of the video is another factor that impacts engagement levels. It is important to make sure that your video is in the right place, because if not people aren’t going to even notice it. If it is placed somewhere like on a sidebar or footer, then chances are that only a few people are going to see it, but if you put it at the top of the homepage, you can’t really miss it. Obviously not everyone is going to click on the video, but at least by having it somewhere noticeable your visitors aren’t going to have to look far to find it.
You can experiment by putting your videos in different places or on different pages to see how much attention they get. If you use Wistia (or any other platform that provides detailed analytics), you’ll be able to view how your audience behave when watching and see where is the most effective place to put your video.