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,

64%

“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!

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