EyeView's Blog

When A/B Tests Attack!

We went back to one of our most successful optimization projects to see if we could further improve on the high standards we had already set.

Previously we had embedded a landing page video for TutorVista and experienced tremendous success. With clear confirmation that the video was key to boosting their conversion we decided to experiment further. When we have a clear champion like with that first test which increased conversion by over 80%, we test new alternatives in the hope that we can squeeze even higher conversion rates from the incoming traffic.

This time we tested a graphic element that was part of the call to action at the end of the video. The video was embedded next to a call to action button that said Subscribe in the panel to the right. In the first version (below on the left) we finished the video with a giant arrow on the player pointing towards the Subscribe button to reinforce the closing words of the video’s voiceover.

The competing version of the video went one stage further with a dynamic arrow shooting out of the confines of the video player and coming to rest right next to the Subscribe button (below on the right). The idea was to drag the viewers’ eyes as close as possible to the conversion goal for the page.

Whenever we run a new test for a site we always try to predict which way the test will go, but this one surprised us all. The arrow on the left that stayed within the player and gently insisted on directing attention to the Subscribe button converted at a significantly higher rate than the dynamic flying arrow that left the player.

There may be more tests to run for this kind of element that gleefully breaks the fourth wall of online video, but for now the “old school” version remains on top.

The Three Types Of Video For Business

I was inspired by this great post to consider again the uses of online video for business to see if they could be categorized in a way that was helpful for marketers.

Online video has exploded in popularity and entered the mainstream, but video for business usually has to do more than just entertain. I want to look at the three kinds of online video that I have seen and identify what makes them different from each other.

Viral Video

Viral video was the first type of video born from the boom in online video. Viral videos can be expensively put together on a huge marketing budget such as the latest sensation from Evian or they can be cobbled together for the cost of some candy and a few bottles of diet soda.

The success of a viral video is measured by how many people see it. When you make a viral video, you have to consider distribution and promotion. You have to make sure it’s a little unusual or at least unexpected. It certainly has to be original. Viral video is not easy, but, done well, it can raise your profile and bring you traffic.

Conversion Video

Conversion video sits on your business site with a singular goal – to increase the number of conversions from bystanders to buyers, from spectators to subscribers, from visitors to vendees (alliteration is awesome!). Once you set a clear conversion goal, you should measure the impact of your conversion video on that goal.

Conversion video must be accessible, it must be engaging and it must have a clear call to action. Conversion video may not have the style and originality of viral video but it has the virtue of being accountable and, done well, revenue generating.

Educational Video

Education video covers the spectrum of how-tos, tutorials and demos. Educational videos are a great addition to your company’s site because they increase engagement. Educational video can also be a great differentiator for your site which can help build loyalty. A consumer is more likely to purchase equipment from the company that cared enough to teach him how to use it.

Educational videos may also help you to cut down on time spent fielding customer support queries. Educational videos must be clear and precise, but they are less restricted by duration than other types of video. The benefits to your company from educational video may not be felt immediately, but they can help distinguish yourselves in a crowded market.

Conclusion

I’m always thinking about video and the best ways for companies to make the most of it. I think dividing online video into these three groups might help to identify the goals for your video and therefore the best way to measure its success.

Feedback - Rich-media delivery, Old fashioned value

Do you have a moment to fill out this survey?  One of the dreaded questions in life. The giving of your feedback on a particular service or product is something that we just don’t have time for these days. Yet is still remains one of the most effective forms of feedback around today.

On the video’s EyeView made for Yahoo! they have seen great results in the feedback given on the video tutorials. These tutorials were tailored specifically for moms, 30-50, on how to utilize Yahoo! better.

At the end of each tutorial 2 questions were asked:

1) Did you find this video helpful?
2) Would you recommend this video to a friend?

The scale was 1 – 5, 5 being highly helpful or likely to recommend. For question 1 an average of 3.61 was recorded and for question 2 an average of 3.65 was recorded. This is a great measure of the effectiveness of the video and a direct feedback link between the company and the customer. Not only did they view the video though, they were interacting with the rich-media in the process.

Just for good measure in the first week over 200,000 people saw the tutorials.

EyeView and Yahoo!… creating happier & more efficient mums.

Should your Voiceover be from Venus or from Mars?

Let me start by saying that this isn’t a battle between genders. I’d like to think that today we have a line drawn in the sand and that equality sits defiantly above it. This is more an argument of whose voice belongs where.

Surprisingly or maybe unsurprisingly, through early testing of voice over on video we have found that whether the artist is male or female, can have an effect on the conversion rate.

We have found that in Intro videos for Financial Websites, a man’s voice seems to convert higher than a female voice. On the other hand using a female’s voice for a tutorial video is likely to increase the conversion rate.

My educated assumption is that the strong and powerful male voice has the ability to give confidence to the consumer where as the softer, reassuring and more patient tones of the female voice suits the more arduous tasks that a tutorial has to offer.

Ever wondered why the voice over on your airline safety video is always female?

EyeView - The new "Conversion" game

In today’s economic climate, it’s crucial that we invest in the right strategies to attain our goals. It is also extremely important that within the online market space we can increase our conversion rates and bring in more revenue. This means that for the given amount of people who are entering your website, it’s important that we get them to do exactly what we want. Sounds controlling doesn’t it?
The evolutionary process of rich media on the internet has taken many twists and turns from text to flash and now to video. Access IT quotes Rich media as a term “coined to describe a broad range of digital interactive media. Rich media can be downloadable or may be embedded in a webpage” It goes on to say “The defining characteristic of rich media is that it exhibits dynamic motion. This motion may occur over time or in direct response to user interaction.”
Rich media conversion is a new strategy being developed and perfected as I type. It revolves around serving rich media into websites such as introduction and tutorials videos in order to engage and educate the customer, having good copy on your site just doesn’t cut it anymore. By doing this you are making them feel more at ease with the product which will increase the likelihood for them to take action, hence increasing your conversion rates.
In this blog we will be speaking specifically about this new format of rich media conversion and how it evolves. Early testing has shown great results in its ability to increase conversion across a number of industries. What we have been able to show in that rich media is a powerful tool in talking to your customers. A recent test on Etoro’s (link) website showed the customers viewing the video were 20% more likely to download the product. Yet not only have we been able to create and serve this media but now we have the ability to test and analyze its impact. This then leads us to tweak certain aspects of the video and see the correlating effects it has on the viewers behavior with the video and ultimately with your website.
In this day and age we are all looking for the solutions to increase our bottom line. With great thought and tireless industry we have uncovered a hidden gem in the conversion game with rich media. Eyeview is changing the paradigm when it comes to rich media and opening new doors and possibilities to increasing conversion rates across the World Wide Web. It’s a celebration of discovery and we are really excited to have you along for the journey with us. In the meantime here is our brand new introduction video. Enjoy!

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