This document discusses how to optimize video content and placement on websites to increase conversion rates. It provides data on testing different types of video content, thumbnail designs, and placement on pages. Key findings include that teaching videos, live explainer videos and personalized sales messages tend to help conversion the most. Placement of videos higher on pages and between 400-600 pixels wide was found to have higher play rates. Using "click here" annotations and CTAs around the 20% point of longer videos improved interactions and conversions.

1. CRO with Video
PHIL NOTTINGHAM

2. PRO VERB
“Video can massively help increase
conversions rates”

7. wistia.com/product

8. Conversion Rate
JAN FEB MAR APR MAY JUNE JULY
Conversion)Rate

9. Test 2
9%
increase in
sign-ups

10. You need to know how to use
video effectively to get results

11. Things to Split Test with
Video
3. Content
2. Placement & Display
4. In-stream Actions
1. Video vs. No Video

12. 9,746,726 Videos

13. Video vs. No Video
1

14. DOESN’T TEND TO HELP AS MUCHASSISTS CONVERSION
✦
Teaching Video
✦
Live Action Explainer Video
✦
Personalised Sales Message
✦
Culture Video
✦
Animated Explainer
✦
Customer Testimonial Video

15. Don’t use these platforms for
your on-site video…

16. ON-SITE VIDEOS
CONTEXTUALLY SPECIFIC
SOCIAL VIDEOS
CONTEXTUALLY BROAD

19. https://wistia.com/blog/google-analytics-for-video-roi

20. Placement & Display
2

21. Crawled 80K Pages
Each zone =
250 pixels in
height

22. 56%
52%
46%
27%
25%
21%
18%
0%
10%
20%
30%
40%
50%
60%
ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 ZONE 6 ZONE 7
Play Rate / Zone

23. 34%
45%
62%
51%
45%
47% 52%
0%
10%
20%
30%
40%
50%
60%
70%
0PX-200PX
201PX-400PX
401PX-600PX
601PX-800PX
801PX-1000PX
1001PX-1200PX
1201PX>
Play Rate / Video Width

24. 6.6%
4.5%
1.6%
3.9%
4.0%
16.7%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
0-30 30 - 60 60 - 120 120 - 180 180 - 300 > 300
Seconds
Play Rate / Video Length

25. Branded player colour = 19% increase in play rate

27. Custom thumbnail = 35% increase in play rate

28. Think of Thumbnails
like Movie Posters

29. Video Content
3

30. Engagement

31. Average Engagement = 49.6%

32. The Parts of a Video
Nose TailBody

33. The Nose
The first 2% of the video
To improve:
• Disrupt expectations
• Create intrigue
• Jump right in to the point
• Impress quickly

36. The Body
The middle 96% of the video
To improve:
• Chunk into sections
• Use lots of B-roll
• Add personality
• Use music for momentum

37. The Tail
The last 2% of the video
To improve:
• Beware “Peak end” rule
• Don’t “wrap up”
• Keep logo/titles short
• Beware ending music

38. Evaluating Engagement
✦
> 30% Drop off in the nose = There isn’t a clear hook
✦
> 50% Drop off in the body = The overall idea & execution is weak
✦
> 30% Drop off in the tail = The CTA isn’t compelling enough

39. In-Stream Actions
4

40. A. Turnstiles (email gates)
B. Annotations
C. CTAs

41. A. Turnstiles (email gates)
B. Annotations
C. CTAs

42. Turnstile

43. 1.1%
2.5%
1.5%
2.7% 3.2%
8.5%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
0 - 30 30 - 60 60 - 120 120 - 180 180 - 300 > 300
Seconds
Turnstile Conversion Rate / Video Length

44. Video Content For Lead Gen
✦
Lectures
✦
Webinars
✦ Courses
✦
Interviews
✦
Workshops
✦ Webcasts

47. Long Form ≠ One Take

48. 26%
@ MIDDLE
25%
@ START
49%
@ END
Turnstile Locations

49. 24%16% 3.4%
CONVERSION
@ START
CONVERSION
@ MIDDLE
CONVERSION
@ END
Turnstile Conversion Rate by Location

50. 0
10
20
30
40
50
Start
0 - 10%
10 - 20%
20 - 30%
30 - 40%
40 - 50%
50 - 60%
60 - 70%
70 - 80%
80 - 90%
90 -100%
End
2.3x
4.5x
Turnstile Conversion Rate by Location

52. A. Turnstiles (email gates)
B. Annotations
C. CTAs

53. Annotations

54. 1.0%
2.7%
3.9%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
NO "CLICK" "CLICK" "CLICK HERE"
Annotation CTR

55. A. Turnstiles (email gates)
B. Annotations
C. CTAs

56. 9.5%
15.3%
11.1%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
NO "CLICK" "CLICK" "CLICK HERE"
Call to Action CTR

57. 11.4%
22.1%
6.5%
7.2%
4.7%
6.5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
0 - 30 30 - 60 60 - 120 120 - 180 180 - 300 > 300
Seconds
Call to Action Conversion Rate / Video Length

58. Video in Email

59. 300% increase in clicks
(vs regular image)

60. Summary
✦
Optimise content for retention
✦
Use long-form learning video for lead-gen
✦
Turnstile 20% of the way through
✦
Annotations - “Click Here”
✦
CTAs - ‘Click …”
✦
Use video thumbnails in email
✦ Split test everything
✦ Authentic > Professional
✦
Embed video high up the page
✦ Embed at 400-600 px wide
✦ Match the player to the brand
✦ Create “movie poster” Thumbnails

61. @philnottingham