Live Case Study – How To Increase Video Conversion

Live Case Study – How To Increase Video Conversion

Since launching my video tutorials I have wanted to setup some tests to increase conversion rates.

As part of my Google Webmaster Guidelines experiment I have integrated a few tracking points to track things like email sign ups, social actions, affiliate clicks, and downloads which I have setup as goals in Google Analytics.

I will be reporting on those metrics as part of that experiment but at the same time I want to optimise the conversion rate of the videos.

I have discussed and published a post on conversion rate optimisation before so if you’re not familiar with what it is then check it out.

The Problem With Video

I’m still getting used to producing videos at the moment. While they are great for teaching people it is often difficult to convert a viewer into a subscriber or affiliate sale.

This is because you have to rely on the user to take manual action. It isn’t like an image where they can just click through to a link.

Usually this involves typing a URL into the address bar that is shown in the video which is how I have things setup.

The Solutions

What I needed is a way to embed an e-mail sign up form and clickable elements into the video itself. That just isn’t possible with YouTube hosted videos.

I discovered a few solutions for this-

Wistia

Wistia provide an advanced video player as well as hosting the videos for you. They allow you to place clickable banners into the videos and had some pretty nice analytics.

What really drew me to this service was you ask for a users e-mail address before they started the video. I thought that would be perfect on video 3 in a series for example BUT there’s a problem. It doesn’t integrate with Aweber or similar services; you can just export a raw list of the e-mails to manually import into Aweber.

It looked like the winner on the surface, but no e-mail integration was a killer.

Easy Video Player

Reading around online Easy Video Player had some fantastic feedback and did everything I wanted it to do.

That was until I clicked the Buy Now button and found out it was $127! Just for the player it was $127! On top of that I would have to move the videos over to Amazon S3 which would see even more costs.

Easy Video Player is certainly one of the most advanced players out there but there had to be something cheaper than that.

Easy Web Video

The Easy Web Video service also had the majority of the features I was after. You could easily integrate e-mail forms and add clickable buttons.

There were some other cool features like automatic trigger points where you could make things appear underneath the video at predetermined timings.

In fact the only reason I didn’t go with Easy Web Video is because I came across….

Simple Video Pro

Simple Video Pro is a wordpress plugin so offers direct integration into the site. It allows you to insert a clickable logo, clickable banner ads, clickable splash images, trigger point reveals, social media buttons and completely custom html.

In terms of customisation options and choices it is by far the best. The custom HTML section is especially useful and you can pretty much do anything you want. The only drawback is you can only add 1 of each item listed above. So you couldn’t have a clickable banner 2 minutes in and then again 8 minutes in etc.

What set this apart from the competition was the fact that I could use the videos I already had hosted through YouTube.

That is a huge benefit and huge cost saving as hosting them on Amazon S3 or similar service can be expensive.

Simple Video Pro allows me to pull any video in from YouTube and insert overlays on top. Perfect!

Test Details

After settling on Simple Video Pro as my new player of choice I needed to work out the best way to utilise it to increase conversions.

It really does offer a lot of options and it’s easy to go crazy by adding social icons, banners and custom HTML but for the purpose of this test I decided to keep things simple.

I know from YouTube’s analytics that 60% of viewers watch the entire video. I decided at the end of the video I wanted to display some custom HTML.

This is what users currently see at the end of a video-

Just a bunch of related videos on YouTube, which is fantastic….. if your YouTube. Not so great for conversions.

I had a play with a few designs and finally settled on this-

So at the end of the video users get presented with the option to subscribe or find out more about things mentioned in the video. Pretty sweet huh?

I decided to setup a split test in Google Analytics (known as Content Experiments) to test the original page against the new page and see which one offers the best conversion.

The only difference between the pages is the video player. One of them uses the standard YouTube player and one of them use Simple Video Pro with the custom HTML display at the end of the video.

Other than that, the pages are identical.

I’m running this test across the entire Ultimate Guide To Tiered Link Building series right now.

My Predictions

This seems like a complete no brainer and I fully expect that the Simple Video Pro player will provide significantly better conversion rates for subscriptions and affiliate clicks.

However I could be very wrong! But that’s the beauty of setting up tests like this, you can throw opinion out of the window and make decisions based on cold hard data.

Once the test is complete I will pick a winner, publish the results and then change something else to improve things further.

Update: The test results are now available!

What Are Your Predictions

What do you think of this experiment? Which one is going to provide the best conversion rate?

Do you have any tips or ideas on improving video conversion?

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8 Responses

8.22.2012

Yea that looks really good on the end of the videos sure it will improve conversions, although.
one problem I spotted though you now cant change the quality of the video its stuck at 360p,
i think its just because the overlay stops you executing Youtube features. Is there no.
settings in Simple Video Pro so you could still allow them to change the quality? I think
the quality is important especially for tutorials if people are following step by step and.
need to see the little boxes you are clicking or not clicking on the bots etc, you could also.
lose traffic to Youtube people not liking the quality and simply going to Youtube and searching.
"The Ultimate Guide To Tiered Link Building Part 4" or whatever just so they can see the videos.
a bit better. I personally watch all tutorial videos on highest quality and if it was me visiting.
your site to watch a video I would end up on Youtube.

Hope this helps..

Reply

Matthew Woodward Reply:

Yes losing the ability to switch the quality of the video is a problem. At the moment there are no settings to change that it is something I picked up on and wasn't sure about. If I wanted to be cruel I could leave the videos unlisted at youtube so they could only be watched through this site and then request opt in to download them in HD. Not sure if that is over stepping the mark though, will put some more thought into it and speak with the Simple Video Player guys who can hopefully enable the change in resolution option soon.

Reply

Michael Cox Reply:

The guys there should be able to fix this no problem you would think, its only really a button you want added to click a already existing button on Youtube, I'm surprised they didn't add that to the original code, is it a free plugin?

Reply

Matthew Woodward Reply:

I've already emailed them to see what they can do, there is another feature I want to see as well :P

Its not free but pretty cheap at $37, the proof will be in the pudding of these results though even if it increases conversion by 1% its money well spent.

Reply

8.23.2012

Matt,

Really enjoying the experiment, but I wanted to just comment on your subscriber / signup conversion – you need to offer more than just "get the latest updates" – like in one of your posts you need social media interaction to download your files, which I happily did because I wanted to see your footprints, and your targets list.

Give people a reason to hand over the email.. a reason they can't do with out – you know how it works :)

Cheers.

Reply

Matthew Woodward Reply:

Hi Jason,

While I agree that offering something to download would increase subscriber conversion I think the trade off you make for that gain is a less responsive list.

At the moment people sign up purely because of the quality of the content on the site which means they are desperate to see more of it. The general idea is that each and every post I produce should have people falling all over themselves to subscribe.

By offering something free like footprints etc they might not have even read the content yet and just signed up for the freebies. They would be less inclined to open emails from me because they've already got what they want.

It's something I will probably have a play with in the future be pretty easy to setup a split test for that as well :P

Reply

9.28.2013

It is now possible to add a clickable link to a Youtube video. This is a new feature that was introduced recently. Basically you need to enable “monetization” in your channel settings and associate your website (your squeeze page). Then in video manager add a Note Annotation with your message such as “Click Here to get some free smoothie recipes”, and click on the “Link” box and type your website name again.

Reply

Matthew Woodward Reply:

I guess you’ve never watched one of my videos to the end :)

Reply

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