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Video converts and here is the proof: 46% increase in conversion rate

Posted in A/B Split Testing, Case Studies, How To on January 18th, 2011

Through his website SixPackAbsExercises.com, personal trainer Carl Juneau teaches men the best ab exercises for getting six pack abs. Carl heard his top competitor doubled his sales after he started to use video to market and demonstrate his products so he decided to use Visual Website Optimizer to test video on this website. Carl carried out three split tests which conclusively proved that videos increased conversions on his website by as much as 46%.

A/B Test #1 (call-to-action test)

In first split test, he tested two variations of the “call to action” on his sales page.

  • The control was: “Next Page Read Sample of Book”
  • Variation 1 was: “Watch Video Preview”
  • Variation 2 was: “Watch my #1 Abs Exercise On Video”

Variation 1 of Carl’s sales page. Call to action: “Next Page Watch Video Preview.”

Here are the results for this test (goal being click on call-to-action and go to next step in funnel). Both calls to action that hinted at a video significantly increased the number of visitors who clicked to the sales page (step 3). The best-performing variation (variation 1) increased conversion by 14.18%.

A/B Test #2 (salesletter test)

In second split test, Carl tested one variation of the sales page:

  • The control was a long-form salesletter, which had been tweaked extensively over two years
  • Variation 1 was a one-minute professionally produced video where Carl demonstrated his best abdominal exercise. At the end of the video, the “call to action” said that more exercises could be found in the manual and the workouts
Variation 1 of Carl’s second sales page


Here are the results for test #2 (goal was to go to next step of funnel). The video sales page significantly increased the number of visitors who clicked to the price/guarantee page by 46.15%.

A/B Test #3 (follow up test)

Third split test was a follow-up test. In it, Carl tested:

  • The winning video only
  • The winning video at the top of the page plus his longstanding control salesletter below

To his surprise, the video-only page won. Here are the results. Adding the long salesletter below the winning sales video significantly reduced the number of visitors who clicked to the price/guarantee page by 35%.


Carl couldn’t explain these results. He shared his best guess:

I’m guessing visitors were intrigued by the sales video and clicked through to the price/guarantee page to get more info. They may have been turned off by the long salesletter when I added it to the video and lost the excitement created by the short, punchy video.

Lessons

Video converts! It did so when mentioned in a “call to action” (a 14.18% increase) and also when used to sell (35% and 46.15% increases in two different tests).

As more and more surfers have broadband Internet and powerful computers, video seems to be slowly taking over the web. Carl increased his conversions with video… why not test it and see if it increases yours?

Feedback on Visual Website Optimizer

Carl also submitted feedback on his experience with Visual Website Optimizer:

I carried out these test using Visual Website Optimizer. Before switching to Visual Website Optimizer, I had one solid year of testing under my belt (63 tests) with Google Website Optimizer.

Between the two, Visual Website Optimizer wins hands down. It’s easier to use, faster, and more user-friendly.

When you signup for a 30 day free trial (or purchase a subscription), you install a piece of code on each of your test page. Once the code is installed, you can perform as many tests as you want. You don’t need to re-install a new piece of code for every new test. This was the case in Google Website Optimizer, and it made testing cumbersome.

Visual Website Optimizer’s website itself is faster. It loads in a flash.

Creating tests is intuitive, quick, and easy. It’s done through a “visual” interface. In short, Visual Website Optimizer loads the page you want to test. You then select the sections on your page you want to test. For each section, you specify different versions using the what-you-see-is-what-you-get editor (FrontPage style). You also have the option to edit the HTML directly. When you’re done, you can preview each version before you start the test. It’s that easy, and results are available right away!

One last word on customer support: in two months, I’ve emailed the team 26 times. On average, I’ve gotten a response the same day. VWO team is smart and dedicated. This level of customer support is unheard of.

As you might guess, I strongly endorse this service.

Full disclosure: I’m in no way linked to Visual Website Optimizer, except that I use the software. I’m not being paid for this review.

Carl Juneau

http://www.sixpackabsexercises.com/

Editor’s note: we had a similar case study last week where the call to action ‘Watch the video’ increased conversions by 28%. These two case studies make a strong case for testing a video on your website. It may probably do wonders to your conversions!

Paras Chopra

CEO and Founder of Wingify by the day, startups, marketing and analytics enthusiast by the afternoon, and a nihilist philosopher/writer by the evening!

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17 Comments
SERPD
January 18, 2011

Video converts and here is the proof: 46% increase in conversion rate « I love split testing – Visual Website Optimizer Blog…

SNIP – Through his website SixPackAbsExercises.com, personal trainer Carl Juneau teaches men the best ab exercises for getting six pack abs. Carl heard his top competitor doubled his sales after he st……

gudipudi
January 20, 2011

yeah, even rand from seomoz has insisted to place an an video on the landing page. It also increases the user engagement with the website.

matt
January 20, 2011

Okay but imagine your site is not selling a physical product but a service such as that offered by a bank, insurance company etc.
Do you really still believe that a video on the homepage or product pages will increase conversion rate?

Paras Chopra
January 20, 2011

@Matt: I’m not sure. A/B testing that would be a good idea.

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