Video Commerce Success Step 2: Conduct A/B Testing
Last month’s Liveclicker webinar, “5 Steps to Video Commerce Success,” focused on the steps every retailer should take to achieve maximum ROI with video. To follow-up last week’s blog post, “Video Commerce Success Step 1: Create Compelling Video Content,” I highlighted the second step to video commerce success below.
Conduct A/B Testing
Once compelling video content has been created, the biggest mistake retailers can make is to autopilot their video program. Provided you have the right technology, it is extremely easy to find out which videos are generating the most dollars per play, the highest conversion rates, and resonating best with viewers. A/B testing is a crucial element to any successful video program -it gathers the quantitative and qualitative data that helps you continue to refine and optimize your video program for success.
Rob Cassidy, eBags President/COO, stated
“Thumbnails are essential because they provide proper video context and offer a visual que for the viewer. Through A/B thumbnail testing, eBags found thumbnails that display a frame with a person and a product drive the most engagement from their viewers in the majority of product categories.”
Other retailer’s have successfully utilized A/B thumbnail testing as well. Advance Auto Parts, compared the two thumbnails to the right; one consists of a product and an expert, the other the product alone. Clearly, the thumbnail on the right was much more effective, generating a higher click-through rate. But keep in mind, results can vary with every product. Although this type of thumbnail was effective for this product, it may not be for all products. Because of this it is important that you conduct tests for your own specific brand and category because every product yields different results.
Justin Foster, Liveclicker VP Market Development, also highlighted that it is possible today to easily measure things like, how one category of product compares to another category of product. In the example to the left, Justin compared television commercial videos, to product demo videos. In this case, the product demo videos yielded higher conversion rates, 6.14% compared to 5.44%. The key here is to make sure you are tagging your videos properly, so that you can gather this type of valuable information. Having access to this data, so that you can quickly compare is critical if you want to continue to evolve your video program. Using extensive analytic tools, such as Liveclicker’s custom reporting, you can easily compare and benchmark your videos to discover the patterns of your best performing videos.