24 Mar The Power of A/B Testing Video
One of the things we’ve discussed in regards to making the most of your Video Checkout campaigns is the power of A/B testing various video content. This is ideal in determining what’s working for you and what needs to be tweaked a bit.
When we hear the term “A/B test,” we more than likely think of A/B testing different landing pages, button colors, copy, etc. This is the most common sense of the phrase. We use it to figure out what components of our web pages are working and proof of our actions are in the test results.
But what about video? Can we A/B test different versions of videos?
You bet. And in fact, you should!
With this in mind, we want to share 5 key factors you should be A/B testing when it comes to creating campaigns using Video Checkout.
Ok. This one may seem like a no-brainer. But in fact, it’s one of the most (if not the most) important factor in using our service. Before you dig into the nitty gritty of your campaign such as button colors, call to action, or Facebook post copy, let’s examine your actual video.
Lucky for you, we’ve put together some tips and tricks in creating effective video content.
Most importantly, you’re going to want to make sure you grab their attention in the first 8 seconds. Studies now show that humans have the attention span shorter than a goldfish.
We hope you’re even still reading at this point and weren’t distracted by your cell phone, a text message, email, billboard, commercial….. The list goes on. We’re easily distracted. Let’s remember that the next time we plan out our video content.
We highly encourage you to test out a few videos where you experiment with the time it takes to get to your product feature, telling a story, or even testing some extreme versions to see if it’s either too much for your audience base or just what you need to spread your video content.
Let’s not forget the “Will It Blend?” marketing strategy. Blendtec used pretty extreme video techniques (blending everything under the sun) to showcase their brand. The result? A 700% increase in retail sales.
The Call to Action
You work hard to come up with the perfect call to action on your landing pages and product pages to move customers through the sales cycle. The same applies for your Video Checkout campaigns.
When it comes to the call to action you use on the overlay buy button, you’ll want to consider A/B testing a few different options to find what your fans are responding to best.
Which leads us to our next suggestion of A/B testing…
Chances are your brand has a color palette that you like to stick to. Your entire online presence revolves around this color palette – your logo, header images, photos shared, brochures for trade shows, business cards, etc.
The last thing you want is to be tied down to a certain color that clashes with your brand. Luckily for you and your brand, we can set you up with any color you’d like for your overlay buy button. This means you can use a color that is part of your brand color palette, a color that stands out against your palette, or any color for any other reason you see fit.
With that in mind, it would be extremely valuable to test which button color converts at higher conversions. The results may show that button color doesn’t make a difference to your followers. But the results may also show that one color converts unusually higher for some weird reason you can’t put your finger on. THAT is what you’re looking for!
You carry the power to post your campaign on any landing page, any web page, and any social media platform that accepts to donations – including full functionality in the Facebook feed.
With that in mind, you’re going to want to test which platforms perform the best. This will help determine how much priority takes place when sharing your campaign in various platforms.
You’re going to want to make sure you keep conditions the same when testing different platforms. Keep content consistent. You’re going to want to use the same variables so it’s a true A/B test.
Social Media Post Time
Another variable you’ll find value in A/B testing is the time of day you post content to your social feeds. Depending on your audience base, the ideal time can vary from early in the morning to late in the evening. The only way you’re going to find the ideal time is if you do some of that fun A/B testing!
When you keep other variables like video, color, and call to action consistent, you’ll want to try a few different times of posting to your decided social media platforms. We suggest starting your testing by trying out early morning, mid-day, and evening. Once you figure out what part of the day works best, you can dial in specific hours of that time frame.
You are probably noticing the nearly endless combination possibilities of testing with just these five variables. Imagine if you wanted to test against more variables. This leads us to one point about A/B testing – it’s all about keeping track and using the scientific method. Be thorough in your testing. It’ll save you tons of time in the end and you’ll be in great shape when implementing the best campaign variables.