Incorporating Video in Your Mobile Strategy: 2 key principles that helped one company boost mobile conversion by over 50%
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The document discusses the incorporation of video into mobile marketing strategies, highlighting two key principles that significantly boosted mobile conversion rates. Through experiments, it showed that video can enhance user engagement when appropriately sequenced and leveraged to support the message being conveyed. It emphasizes the importance of understanding the value and costs associated with video content in order to maximize its effectiveness in driving conversions.
Incorporating Video in Your Mobile Strategy: 2 key principles that helped one company boost mobile conversion by over 50%
- 1. Incorporating Video in Your Mobile Strategy: 2 key principles that helped one company boost mobile conversion by over 50%
- 2. We’re sharing on Twitter! #WebClinic
- 3. #WebClinic Today’s speakers Austin McCraw Senior Director, Content Production MECLABS Institute Jon Powell Senior Manager, Executive Research and Development MECLABS Institute
- 4. #WebClinic Experiment: Background Background: A company offering a variety of dieting programs and memberships with the goal of helping their audience lead a healthier lifestyle. Goal: To increase landing page membership conversions on mobile and tablet devices. Research Question: Which use of video will generate the highest conversion rate? Test Design: Multi-treatment variable cluster split Experiment ID: TP 11157 Record Location: MECLABS Research Library Research Partner: (Protected)
- 5. #WebClinic Mobile side-by-side *Anonymized Control Treatment A Treatment B Treatment C 34% in conversions *Video is the same for the Control and Treatments
- 6. #WebClinic Design Conversion Rate Level of Confidence % Relative Change Control 0.14% --- Treatment A 0.19% 99% 34.4% Treatment B 0.17% 97% 22% Treatment C 0.16% 89% 14.5% Experiment: Mobile results Relative increase in conversion rate34%Treatment A resulted in a 34.4% relative increase in conversion rate.
- 7. #WebClinic Tablet side-by-side *Anonymized Control Treatment A Treatment B 52% in conversions *Video is the same for the Control and Treatments
- 8. #WebClinic Design Conversion Rate Level of Confidence % Relative Change Control 0.14% --- Treatment A 0.21% 98% 52.3% Treatment B 0.18% 90% 31.2% Experiment: Tablet results Relative increase in conversion rate52%Treatment A resulted in a 52.3% relative increase in conversion rate for tablets.
- 9. #WebClinic Treatment A Treatment A Why did these treatments perform better?
- 10. #WebClinic Online video is everywhere • 8 out of 10 adults watch or upload online videos • 1 out of 4 have uploaded a video • 1 out of 5 have posted original content • YouTube is the 2nd largest social networking site behind Facebook *Pew Center for Research
- 11. #WebClinic Mobile adoption and video consumption *Pew Center for Research Founded in February 2005 Apple iPhone 1st Generation released June 2007
- 12. #WebClinic Mobile adoption and video consumption *Pew Center for Research Founded in February, 2005 Apple iPhone 1st Generation Released June, 2007 2005 2007 Today Online video consumption Smartphone adoption
- 13. #WebClinic
- 14. #WebClinic When should I use video, and how do I make it effective in my mobile marketing campaigns?
- 15. #WebClinic Mobile video strategy Today, we are going to review two principles, based upon seven years of mobile offer testing, that will help you identify how to use video more effectively on your pages.
- 16. #WebClinic Effectively leveraging video FPrinciple #1: The medium impacts the message 1. First, we must view video as a medium (form) for the message, rather than the message (substance) itself. 2. Second, we must understand that medium impacts the message. Different mediums (copy, images, video, etc.) will have different strengths.
- 17. #WebClinic When video worked 47% in conversions TP 11085: Video strategy Test 1 Version A (without video) Version B (with video) Video added
- 18. #WebClinic TP 1291: Landing page test Version A (without video) Version B (with video) 231% in conversions When video did not work
- 19. #WebClinic When the right video worked TP 1433: Video Test Version A (with Video) Version B (with video) 54% in conversions
- 20. #WebClinic Effectively leveraging video FPrinciple #1: The medium impacts the message 1. First, we must view video as a medium (form) for the message, rather than the message (substance) itself. 2. Second, we must understand that medium impacts the message. Different mediums (copy, images, video, etc.) will have different strengths. 3. The value of video is tied to directly to the unique impact it has on the message. Marketers should strive to leverage video only when its form strengthens, not subtracts, from the substance of the message.
- 21. #WebClinic Should I use copy, imagery or video? Copy Images Video Strengths Scannable, Direct, Specific, Precise, Immediate, Definitive Visual, Realistic, Cross-cultural, Emotive, Arresting Evocative Demonstrative, Emotive, Tone, Drama, Humor, Virality Narrative Weaknesses Tedious, Monotonous, Lifeless Ambiguous Open-to-interpretation Can be Misunderstood Time-consuming Large Size Complex Uses Orientation, Frameworks, Lists, Specific details Show the People Lifestyle/Aspiration Imagery Product Imagery Attention-Grabber How-To Videos Testimonials Lifestyle Videos Dramatization
- 22. #WebClinic Should I use copy, imagery or video? Copy Images Video Strengths Scannable, Direct, Specific, Precise, Immediate, Definitive Visual, Realistic, Cross-cultural, Emotive, Arresting, Evocative Demonstrative, Emotive, Tone, Drama, Humor, Virality Narrative Weaknesses Tedious, Monotonous, Lifeless Ambiguous, Open-to-interpretation, Can be misunderstood Time-consuming Large Size Complex Uses Orientation, Frameworks, Lists, Specific details Show the people. Lifestyle/Aspiration imagery, Product imagery, Attention-grabber How-To Videos Testimonials Lifestyle Videos Dramatization
- 23. #WebClinic Should I use copy, imagery or video? Copy Images Video Strengths Scannable, Direct, Specific, Precise, Immediate, Definitive Visual, Realistic, Cross-cultural, Emotive, Arresting, Evocative Demonstrative, Emotive, Tone, Drama, Humor, Virality Narrative Weaknesses Tedious, Monotonous, Lifeless Ambiguous, Open-to-interpretation, Can be misunderstood Time-consuming, Large size, Complex Uses Orientation, Frameworks, Lists, Specific details Show the people, Lifestyle/Aspiration imagery, Product imagery, Attention-grabber How-to videos, Testimonials, Lifestyle videos, Dramatization
- 24. #WebClinic Why use video The Strength of Video: • Use of copy: Copy is first used to immediately orient the visitor with precise clarity. Copy is then used at the bottom of the page to further explain the membership benefits. • Use of imagery: Imagery is leveraged for immediate visual brand recognition, both for the personal trainer and the media platforms. • Use of video: Video is leveraged to visually tell the story of a discouraged woman named Kathy who used the program to successfully lose weight. *Anonymized
- 25. #WebClinic Video does what copy and still images cannot *Anonymized Audio: Video was narrated by the warm, friendly, genuine voice of the main personal trainer Visual:
- 26. #WebClinic What you need to understand FPrinciple #2: All “asks” must be earned 1. Content is not free. There may not be a cost financially, but there is always a cost psychologically.
- 28. #WebClinic What you need to understand FPrinciple #2: All “asks” must be earned 1. Content is not free. There may not be a cost financially, but there is always a cost psychologically. 2. Watching a video play, like any other action, is an “ask” with implied costs in the mind of the customer: 1. Time-based Costs — How long is the video? How much of the content is actually relevant to my needs? 2. Effort-based Costs — Will I have to view an advertisement first? Is my Flash up-to-date? Will I have to sit through constant buffering?
- 29. #WebClinic What you need to understand FPrinciple #2: All “asks” must be earned 3. Overcoming these mental costs requires that a video be sequenced precisely to ensure that the perceived value of watching outweighs the perceived cost of watching. Cost Force Value Force
- 30. #WebClinic Treat all of your collateral like a video Headline Copy Vide mazim interesset mel eu. Debitis admodum Qui ea graeco nostrud Vide mazim interesset mel eu. Debitis admodum eum ne, sed ei movet fastidii. Vix alii tota iriure at, quas adolescens ad Qui ea graeco nostrud deseruisse. Ius atqui pertinax ne, usu fugit fierent partiendo an. Dicat referrentur te eam, ad dico nonumy consequat sit. Qui ignota assentior et. Dolores asentior quo in. Headline Copy CTA Micro-yes Micro-yes Micro-yes Micro-yes Video Title Video Title
- 31. #WebClinic Side-by-side *Anonymized Control Treatment A Treatment B Treatment C *Video is the same for the Control and Treatments
- 32. #WebClinic Experiment: Control Control: • The original version does use a headline to orient the reader as well as build the problem. • However, what is missing is the connection to the authority (the personal source behind the content) that gives the visitor the motivation to engage with the content. *Anonymized
- 33. #WebClinic Experiment: Treatment C Treatment C (14% increase): • Like the Control, Treatment C maintains the orienting headline that begins building the problem addressed by the content. • Treatment C attempts to build authority by introducing the personal source behind the content. • However, this page’s conversion rate is mitigated because the authority is built after the main video content is presented. *Anonymized
- 34. #WebClinic Experiment: Treatment B Treatment B (22% increase): • Like the Control and Treatment C, Treatment B uses the headline to orientate the reader and build the problem. • Treatment B immediately establishes authority by leveraging the personal source behind the content • However, conversion rate is mitigated by the overuse of supportive copy. It causes unnecessary friction in the sequence. *Anonymized
- 35. #WebClinic Experiment: Treatment A Treatment A (35% increase): • Treatment A leverages all the strengths of Treatment B. However, it rearranges the sequence of information to give priority to the main content immediately after building the problem and establishing the authority. • This sequence made the most logical narrative sense in the mind of the customer and generated the greatest response from readers. *Anonymized
- 36. #WebClinic Summary Principle #1: The medium impacts the message Principle #2: All “asks” must be earned Content is not free. There may not be a cost financially, but there is always a cost psychologically. Watching a video play, like any other action, is an “ask” with implied costs in the mind of the customer. Overcoming these mental costs requires that a video be sequenced precisely to ensure the perceived value of watching outweighs the perceived cost of watching. Different mediums (copy, images, video, etc.) will have different strengths. The value of video is tied directly to the unique impact it has on the message. Marketers should strive to leverage video only when its form strengthens, not subtracts, from the substance of the message.
- 37. #WebClinic Checklist Is video the most effective or only medium that can accurately communicate the value proposition of my product or service? Does my video intensify the problem presented on the page and create an emotional connection with the problem of the visitor? Does the value of my video justify the length-based and difficulty-based friction that it creates in the minds of visitors? Does my page build sufficient equity in the minds of visitors through statements of credibility and value to earn the micro-yes (click)? Is my video presented at a point in the customer thought sequence where the perceived value of watching outweighs the perceived cost?
- 38. #WebClinic
- 40. #WebClinic Live Optimization: American Gunsmith Institute Primary Audience: Visitors searching for the definitive resource on gunsmithing Page Purpose: Sign up for free lessons or purchase the gunsmithing info package Homepage
- 41. #WebClinic Live Optimization: Cooper Pest Solutions Primary Audience: Visitors searching for pest control services in Pennsylvania Page Purpose: Schedule a pest evaluation Homepage
- 42. #WebClinic Live Optimization: Motovideo Primary Audience: Dirt bike and motocross enthusiasts Page Purpose: Upload a video or donate Homepage
- 43. #WebClinic Live Optimization: Body Ethics Primary Audience: Prospective customers searching for a variety of medical spa services Page Purpose: Book a free consultation Homepage
- 44. #WebClinic Live Optimization: Sandford & Oving Primary Audience: Visitors looking to purchase high-quality Italian wine Page Purpose: Initiate contact to purchase wine via email or contact form Homepage
- 45. #WebClinic Interested in optimizing your online business? MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: • Select Research Partnership Opportunities on the post-webinar survey • Contact us directly: info@MECLABS.com 1-877-635-0565 x