The five things you should be testing on your product videos.
In my last column, I told you about seven must-test elements on your e-commerce product pages. I left you with less tangible products and services with a promise I'd follow up in this column. So, if you sell a product or service through untraditional e-commerce or software, or even software-as-a-service as your product, then how do you maximize the effectiveness of your product pages? There's a lot to say, so let me get started.
Video Marketing Is Hot
Just like e-commerce product pages, video is a must-test. Video is best used to explain complex ideas. Take some advice from my friend and video optimization expert Chris Johnson, co-founder of Simplifilm, who has been gaining some amazing insights into visitor behavior with online videos. He suggests you should be testing the following things on your product videos:
Monetate (two videos on home page)*
One thing is for certain, online video watching behavior is evolving quickly, and if you are working with a video production company that isn't open to testing, you aren't taking advantage of this medium.
Not every persona will want to watch a video, so you must also work through the 10 steps to optimizing your copy and content.
Two other areas that you want to focus your testing efforts on are your feature table and your pricing table. Next time, I'll cover some ideas on what you should be testing there.
*Full disclosure: I sit on the advisory board but didn't script the videos.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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