Videos are a powerful tool to sell your product, promote your brand, train your employees, and much more. High quality and well thought-out videos executed through feature-rich enterprise video solutions have the power to engage the audience and convey even complicated messages in a simple yet effective manner. Well-made videos can indeed induce the audience to take action, thus increasing your conversion rate.
Given the power and impact of videos, it becomes all the more to test them before making them live. Imagine a scenario where you spend a number of days and tons of efforts in creating a video. It turns out just as you want it to— with a powerful message, an interesting storyline, and an apt product explanation. You are delighted with how it has turned out and make it live on your site. But then all hell breaks loose when you see no impact at all or even worse, a significant drop in your sign-up rates. Now, how did that happen when according to you the video seemed to be perfectly executed?
As a marketer, your perspective may significantly differ from that of the audience. You may feel that a campaign is aptly created and executed; however, your target audience may not really resonate with this. That’s why A/B testing is of utmost importance.
When dealing with videos or any content material for that matter, it is important to understand all possibilities of impact that it can have on the audience. Before publishing a video on your website or making it live to the larger audience, you need to ensure that you have carried out appropriate testing so that the videos can engage the audience, convert them. A/B testing gives you full control and ensures that your videos are strategically placed, in the correct format, has engaging content and most importantly, it ensures you don’t miss an opportunity to convert your audience into loyal, revenue-generating customers.
Check out the below A/B testing tips to start off with:
- Video title: Try naming the same video differently. This way you can get an idea of the video title that best attracts the audience. Choose the title that gets the maximum hits.
- Focus on thumbnail image: Another reason why audience may be ignoring your videos can be the thumbnail image. A simple A/B testing is trying out a variety of thumbnail pictures for the video. Since the thumbnail picture is the first aspect that attracts the users, you need to make sure you choose one that is not pixelated, is interesting and is entices the users into clicking the video. Have two different thumbnails for your video and measure the impact.
- Test the video duration: Test your video by creating two versions with different durations. Lengthier videos can sometimes lead to lower engagement as it may fail to engage the audience for too long a time. Thus, it’s always a good idea to test through two different versions, measure the impact and choose the version that gets the most click-throughs, completion rate, and conversions.
- Placement of the video: You may have created a high quality video that is interesting and engaging but you find that is not generating enough buzz. One of the main reasons can be the placement of the video. Where you place your video, matters. Wrong positioning of your video can mean low viewership and thus low conversions. When users visit your page, blog or other online asset, the video should be prominent. By placing the video on the home page or the landing page, or maybe in carousals, can encourage visitors to click on it. Do your bit of A/B testing by placing the video at two different positions or pages and measuring the impact. Go for the placement that garners maximum views.
An enterprise video platform can enable you to deliver high quality videos but ensure you get them tested before making them live so as to tap into opportunities and more importantly not miss the golden chance of engaging employees or external partners.