{"id":1898,"date":"2018-02-19T14:59:37","date_gmt":"2018-02-19T09:29:37","guid":{"rendered":"https:\/\/rocketium.com\/academy\/?p=1898"},"modified":"2020-08-27T12:58:39","modified_gmt":"2020-08-27T07:28:39","slug":"ab-tests-videos","status":"publish","type":"post","link":"https:\/\/rocketium.com\/academy\/ab-tests-videos\/","title":{"rendered":"A\/B Testing For Videos: 5 Easy Steps"},"content":{"rendered":"

10 years ago, simply making video content was enough to stand out and gain traction. Today, if you want to stay on top of the video craze, it\u2019s time you begin A\/B testing your videos. I’m just going to go ahead and assume you’re familiar with A\/B testing and its importance, if not, you can check this out<\/span><\/a>.<\/p>\n

Why should I Carry Out A\/B Testing for Videos?<\/h2>\n

To most marketers, video is time-consuming and expensive to produce. Then why am I suggesting you to make multiple variants of your videos?<\/strong> Because your video is useful only if people actually watch it. And honestly, video that isn\u2019t increasing your viewer engagement is a waste of your time and money.<\/p>\n

[Tweet “The only way to use video effectively is to produce content that your audience loves to consume.”]<\/p>\n

A\/B testing will tell you what factors in your videos influence the probability of the viewer watching the entire video. And you can then use this insight to make more videos that your viewers love!<\/p>\n

In fact, brands carry out A\/B testing video ads on Snapchat and Instagram more often than you’d imagine.<\/p>\n

Here is how to A\/B test your marketing video.<\/em><\/a><\/span><\/p>\n

What Metrics Should You Measure While Carrying Out A\/B Testing?<\/h2>\n

The effectiveness of a variation is usually measured by comparing the Click Rates of all the variations. But this does not work for online videos because it only tells you how many times your video was viewed.<\/p>\n

You need to learn how relevant and useful your content is and how the viewers are reacting to it.<\/p>\n

For a video ad, you should be tracking the Lead Conversion Rate.<\/strong>\u00a0It is the percentage of viewers that perform an action after watching your video and are transformed to leads in your pipeline. By measuring this, you know how many people\u00a0haphazardly clicked on your video and how many were actually intrigued by your content.<\/p>\n

For videos that you put up on social media, you should track the Post Engagement scores.<\/strong> Most platforms like Facebook, YouTube, Instagram and Twitter share these metrics with you. Different social media networks<\/a> measure engagement differently – views, likes, dislikes, shares, reactions, comments and upvotes are a few examples.<\/p>\n

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Wistia lists down some video metrics you should track<\/a><\/p><\/div>\n

5 Steps to Optimise A\/B Testing for Videos<\/h2>\n

STEP 1:<\/span> Identity what element you want to set as the variable<\/h3>\n

There are several elements of your video that you can run variations for. These elements can be categorised into external and internal elements. The external elements influence the probability of a user clicking “Play” whereas the internal elements influence the view time and the actions a viewer performs after watching the video.<\/p>\n

External<\/h4>\n
    \n
  1. Video Thumbnail<\/a><\/li>\n
  2. Description of the Video<\/li>\n
  3. Video Title<\/li>\n
  4. Target Audience<\/a><\/li>\n
  5. Platform<\/a> (own website, blog, social media, etc)<\/li>\n<\/ol>\n

    Internal<\/h4>\n
      \n
    1. Video Content<\/li>\n
    2. Media Files (Image vs Video Clips)<\/li>\n
    3. Length of the Video<\/li>\n
    4. Color Palette (Here are tips to select\u00a0the right color palette for your videos)<\/span><\/em><\/a><\/li>\n
    5. Typography (How do you know which font works best for your video? By reading this!<\/span>)<\/em><\/a><\/li>\n
    6. Music (Read up on how to choose the perfect music track for your videos)<\/em><\/span><\/a><\/li>\n
    7. Animations (Transitions and Overlays)<\/span><\/a><\/li>\n
    8. Call to Action\/Outro scene<\/li>\n<\/ol>\n

      NOTE:<\/strong> Keep only 1 element as the variable. If you vary multiple elements, you cannot credit a single element for the better performance of your winner variant.<\/p>\n

      STEP 2<\/span>: Build a hypothesis<\/h3>\n

      After you’ve decided what element to vary, conduct research on your target audience and create a hypothetical statement which is backed up by your research.<\/p>\n

      For example, your statement can be something like, “Changing the music track for the video on my landing page will increase the conversion rate”. Here is another example: “Reducing length of my video by 30s will result in more users on Facebook clicking on the play button”.<\/p>\n

      The goal of the experiment is to prove or disprove your statement.<\/p>\n

      STEP 3:<\/span> Create Variations of Your Video<\/h3>\n

      Using video making tools like Rocketium<\/span><\/a>, you can clone your existing videos, and make changes to them.<\/p>\n

      For example, if you’ve decided to test that changing the music track will\u00a0lead to more number of users watching the entire video on Facebook, then clone your video from Rocketium’s dashboard, enter Studio, and choose a different track. You will find this option under “Music”. Publish it, and save it on your dashboard.<\/p>\n

      \"Ab

      Cloning a video from Rocketium dashboard<\/p><\/div>\n

      VIDEO TUTORIAL:<\/p>\n