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Incorporating Video in Your Mobile Strategy:2 key principles that helped one company boost mobile conversion by over 50%
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Today’s speakers
Austin McCrawSenior Director, Content ProductionMECLABS Institute
Jon PowellSenior Manager,Executive Research and DevelopmentMECLABS Institute
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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 11157Record Location: MECLABS Research LibraryResearch Partner: (Protected)
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Mobile side-by-side
*Anonymized
Control Treatment A Treatment B Treatment C
34% in conversions
*Video is the same for the Control and Treatments
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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.
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Tablet side-by-side
*Anonymized
Control Treatment A Treatment B
52% in conversions
*Video is the same for the Control and Treatments
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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.
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Treatment ATreatment A
Why did these treatments perform better?
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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
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Mobile adoption and video consumption
*Pew Center for Research
Founded in February 2005 Apple iPhone 1st Generationreleased June 2007
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Mobile adoption and video consumption
*Pew Center for Research
Founded in February, 2005 Apple iPhone 1st GenerationReleased June, 2007
2005 2007 Today
Online video consumption
Smartphone adoption
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When should I use video, and how do I make it effective in my mobile marketing campaigns?
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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.
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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.
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When video worked
47% in conversions
TP 11085: Video strategy Test 1
Version A (without video)
Version B (with video)
Video added
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TP 1291: Landing page test
Version A (without video) Version B (with video)
231%in conversions
When video did not work
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When the right video worked TP 1433: Video Test
Version A (with Video) Version B (with video)
54% in conversions
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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.
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Should I use copy, imagery or video?
Copy Images Video
StrengthsScannable, Direct, Specific,
Precise, Immediate,Definitive
Visual, Realistic, Cross-cultural,Emotive, Arresting
Evocative
Demonstrative, Emotive,Tone, Drama, Humor, Virality
Narrative
WeaknessesTedious,
Monotonous,Lifeless
AmbiguousOpen-to-interpretationCan be Misunderstood
Time-consumingLarge SizeComplex
Uses
Orientation,Frameworks,
Lists,Specific details
Show the PeopleLifestyle/Aspiration Imagery
Product ImageryAttention-Grabber
How-To VideosTestimonials
Lifestyle VideosDramatization
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Should I use copy, imagery or video?
Copy Images Video
StrengthsScannable, Direct, Specific,
Precise, Immediate,Definitive
Visual, Realistic, Cross-cultural,Emotive, Arresting,
Evocative
Demonstrative, Emotive,Tone, Drama, Humor, Virality
Narrative
WeaknessesTedious,
Monotonous,Lifeless
Ambiguous,Open-to-interpretation,Can be misunderstood
Time-consumingLarge SizeComplex
Uses
Orientation,Frameworks,
Lists,Specific details
Show the people.Lifestyle/Aspiration imagery,
Product imagery,Attention-grabber
How-To VideosTestimonials
Lifestyle VideosDramatization
#WebClinic
Should I use copy, imagery or video?
Copy Images Video
StrengthsScannable, Direct, Specific,
Precise, Immediate,Definitive
Visual, Realistic, Cross-cultural,Emotive, Arresting,
Evocative
Demonstrative, Emotive,Tone, Drama, Humor, Virality
Narrative
WeaknessesTedious,
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
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Why use videoThe 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
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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:
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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.
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Calm.com
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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?
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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.
CostForce
ValueForce
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Treat all of your collateral like a video
Headline CopyVide mazim interessetmel eu. Debitisadmodum
Qui ea graeconostrud
Vide mazim interesset mel eu. Debitis admodum eumne, sed ei movet fastidii. Vix alii tota iriure at, quasadolescens ad
Qui ea graeco nostrud deseruisse. Ius atqui pertinaxne, usu fugit fierent partiendo an. Dicat referrenturte eam, ad dico nonumy consequat sit. Qui ignotaassentior et. Dolores asentior quo in.
Headline Copy
CTA
Micro-yes
Micro-yes
Micro-yes
Micro-yes
Video Title
Video Title
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Side-by-side
*Anonymized
Control Treatment A Treatment B Treatment C
*Video is the same for the Control and Treatments
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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
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Experiment: Treatment CTreatment 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
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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
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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
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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.
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ChecklistIs 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?
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Live optimization
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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
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Live Optimization: Cooper Pest Solutions
Primary Audience: Visitors searching for pest control services in Pennsylvania
Page Purpose: Schedule a pest evaluation
Homepage
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Live Optimization: Motovideo
Primary Audience: Dirt bike and motocross enthusiasts
Page Purpose: Upload a video or donate
Homepage
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Live Optimization: Body Ethics
Primary Audience: Prospective customers searching for a variety of medical spa services
Page Purpose: Book a free consultation
Homepage
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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
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