Why This Mobile Video Sales Page Was Able to Improve Conversions by Over 50%

Image courtesy of Stuart Miles at FreeDigitalPhotos.net
Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Do you use video on your web sales pages? This week’s post is about some interesting test findings regarding video and its use on mobile web sales pages…

According to a blog post on Video Brewery,


“That’s how much more likely website visitors are to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says.”

Now, let’s take that a step further and think about incorporating video into your mobile strategy…the following test results reveal that it might be something to consider.

Austin McCraw, Senior Director of Content Production, at Marketing Experiments MECLABS revealed some test results that showed how the use of video on web sales pages for mobile increased conversion by over 50%.  His conclusions showed that it isn’t just the use of video that is important–but also where the video is “placed” on the page relative to other page elements.

TEST GOALS:  The goal was to improve the number of landing page membership conversions on mobile devices. (they tested smartphones & tablets)

They did two different tests for each mobile device using the same exact video across all of the various test page layouts.

TEST 1: Mobile phone device with various landing page layouts that included the same  video

The original version of the page (the control) used this basic layout sequence:

* Headline
* Subhead
* Video
* Copy

There were 3 different new layouts (treatments) that were tested against the control…and the WINNER (Treatment A) boosted conversion by 34%!

Then a similar test was conducted for mobile tablet devices.

TEST 2: Mobile tablet device test  with various landing page layouts that included the same video

The original version of the page (the control) used this basic layout sequence:

* Headline
* Subhead
* Secondary Headline
* Video
* Copy

There were 2 different new layouts (treatments) that were tested against the control…and the WINNER (Treatment A) boosted conversion by 52%!

Now, here is WHY…

All of the treatments added an element that the original versions DID NOT have, a well-known, recognizable authority in the industry. They added her picture with some copy to the treatments, but they found that in both cases the WINNING versions “outperformed” the other Treatments even though they also used her picture…but WHY?

Video placement may have been key in the results…

It was important HOW the “sequence” or order of the elements were actually put on the page that boosted conversions in the WINNING sequenceversions.  McCraw said that the winning pages made it a priority to display the main content only AFTER building the problem and establishing authority.

In other words, in the cases where they introduced the video BEFORE the authority figure, conversions weren’t as good. It was important that the authority figure was shown before the video to build the product’s credibility.

THE CONCLUSION: “Sequencing is important in conversion improvement.”

The Marketing Experiments video that showcases this test is just the tip of the iceberg…McCraw taught so much more in his presentation. If you’re interested, you can view it here!

What is the Best Day to Send Out Your Sales Email? These Results Might Surprise You!

Image courtesy of David Castillo Dominici at FreeDigitalPhotos.net

There is nothing more disappointing than spending a good amount of time trying to craft the perfect email promotion just to have it ignored by your audience.

One of the questions that is always asked is, “What is the best day/time to send out my email promotions?”

The folks at Sidekick, (free email tracking software), recently analyzed over 6 million emails to try and gain insight into what factors have an impact on email open rates.

One of the factors they examined was what days of the week are the best to send out sales emails for improved response/open rate.

Here is what they found:

** Don’t give up on weekends when it comes to sending out your email sales messages!!

Apparently weekends are a good time to send your emails messages because everyone else thinks it’s not a good time, but the irony is that this means you’ll have less competition to fight in terms of getting your prospect’s attention and your message noticed.

Sidekick: “We found that 80% fewer emails are sent over the weekend.”

So what does this mean? Because of the lower volume of emails your prospects receive, they may be more likely to open your message since there is less email clutter for them to wade through on the weekends.

Their results show that when emails are sent over the weekend they are 10% more likely to get opened.

According to Dave Chaffey of Smart Insights, emails sent on Tuesdays have a chance of getting higher response because it is typically the highest web traffic day; however, it also means you are competing against more messages, so there is more traffic to beat out.

On Mondays people are just gearing up for the week and when they are bombarded with so many emails, they may be looking for messages to delete just to be able to plow through the stack.

The theory is that Tuesdays through Thursdays are best because everyone is back to a sort of “normal routine”.

Less email is sent on Fridays because the thought is that people are busy trying to tie up business before the weekend and/or distracted because the weekend is on the horizon.

Chaffey says, “Sending emails on Friday could be good since there is relatively little competition and you can pick up at home use. This is when we send our weekly roundup emails – it fits what we want to offer too.”

In my opinion, it all boils down to your audience. Trying and testing different days/times is the only way to find out what truly works best for your list of prospects.

You can read more about the results from Sidekick’s  2014 Email Open Rates Report here.


How to Start Small with A/B Testing…and Improve Your Online Response !

 A-B TestingYou probably spend a lot of time crafting your online messages in order to persuade your prospects to take the action you want them to take—sign up, buy a product, get more information, etc.
But…how much time do you spend finding out whether or not those messages or other elements on your web/landing pages are actually working for you…OR whether or not they could be improved upon to get even more response?

If you aren’t doing any A/B testing, you could be leaving money on the table.

Who should do A/B testing?
Anyone that has a vested interest in improving online response from his/her web or landing pages—this would include online marketers, small business owners, copywriters, non-profits—anyone with an online business presence or purpose.

What is A/B testing?
Running an A/B test or split test is simply comparing two different versions of a web/landing page to see which version of the page garners more response such as more clicks, more sign ups, more purchases, etc.

The following elements are just some that you can test on your pages:

* headline
* image
* copy
* call-to-action
* bullet points
* button colors
* forms
* price
* promotion types
* overall page layout

…the list is endless!

You can test one page element or several different elements.

A-B testing of overall page layout
A/B testing of overall page layout.

For example, if you are testing a product page, you can test just the headline using different headlines for each page version, OR you can test both the headline and the product shot. (i.e. maybe one product shot is a person using the product and the image on the other page is a close up of just the product)

New to testing?  Start small!

When you are just getting started in the A/B testing world, it might be easiest to start small and just test one major element at a time. My favorite is the headline because I think this is the easiest thing to change and it should be the first and foremost element on the page that grabs your prospects’ attention.

Here are some variation/testing ideas you can implement with the headline:
– test a long headline against a short headline
– test a problem/solution headline against a feature/benefit-rich headline
– ask a question headline vs. make a statement headline

…the variations are infinite because you can take each idea above and make two different versions of the same headline type and/or mix headline types.

If you’ve never run an A/B test before…make it easy by picking a simple element to test out and see which version performs best. There are plenty of tools available online to help you—a FREE resource I recommend is Unbounce’s “The Ultimate Guide to A/B Testing.”