A video campaign is a great way to get people to know more about your business and convert them into customers too. Video advertising has been king for decades now, and one should definitely focus their marketing strategy around them.
But making a video campaign is hard work and results are not guaranteed. This is why you should take your time to make a great one. A lot can be learned by trial and error but A/B testing them is the best way to save time.
A/B is when you compare two versions of the same thing and gather info in real-time. It is a great way to find what the people will react best to and how you can then get them to your conversion funnel.
How does it work?
So some things are best explained with an example, so here is one.
Imagine you have two landing pages and wish to know which will perform better. After the designs are created, you can make a group see one page and another group the other page.
You can in real-time know the first-hand reaction of the people and how they respond to the page. Gathering info like bounce rate and retention, you can choose the one that is more likely to convert a client.
Making a video campaign is just one of the many steps when it comes to marketing. You want to know the people’s reaction whether they stay on the page or not. This also leads to the question of which is better for leading people to your funnel.
Once you have these answers, you can easily replace the less effective page and stay with the more effective solution. This way, you can finalize the landing page and also know that it works better than your alternate option.
Everyone should A/B test their products, pages, website, and videos before making a final decision. This way, you have solid proof of what works and what does not.
You can hone your designs so that people react better to your videos and make changes accordingly. Once you finalize a video, the end is far from near. You can further modify the design as and when needed.
Champions, Challenger, and Variations
These are 3 important terms to know when you are A/B testing your website. This way, not only do you know what goes down in an A/B test but also know about the options you have.
Champion - This is what you consider your marketing asset. In this case, it is a video that may have performed well in the past or you expect it to work well given the marketing strategy. Generally speaking, this is what you would bet on if you had to finalize a video without A/B testing.
Challenger - This is the prime contender that is set to take on the Champion. Kind of like a sports match. This is the rookie or the underdog that has a high chance of claiming the championship for themselves. Mostly it is an asset like the Champion but with a few elements changed.
Variation - If you get a variation that performs better than the rest, you now test it against the Champion. This way, you get a better version that works well for you.
Video production and video marketing benefit from an A/B test because then you get the maximum response to your video. You can strategize around the champion video and make changes along the way. A good video can take your brand a long way.
Video Testing
Choose what you want to test?
In the video, there will be certain elements that you might want to change in the video later.
Set the goals
You must have a clear-cut vision of what you want to do and how you want to reach there. Whether it be more conversion or just brand awareness, you should always set up this goal right from the start.
Analyze your data
With A/B testing, you will generate enough data to know your weak point and where you can improve. Simple design changes can make a huge difference to your results. Choose the metrics on which you want to improve upon and work on them relentlessly.
Create a Variant
Testing a variant against a champion is a great fail-safe way of knowing that your video is going to do great. It also helps you prepare for any pitfalls that may come your way. Try changing some icons or just a few here and there and see if it makes a difference.
How long should you run the test?
If you have steady traffic, A/B test for a few weeks and gather the data. This should give you enough time to get unique users and get an idea as to how they are responding. Anything less than this will be too short a sample size to base your judgment.
If the behaviors are very similar, let the test run for a little longer. A divergence will soon appear, and you will be able to pick the better option for your marketing strategy.
We at Melty Cone specialize in video content and video advertising or video ads. We, as a video agency, have years of experience working with top brands and will be more than happy to help you reach your goals. Our expert team always delivers on whatever they are working on, and we will be more than happy to have you on our roster.
