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.
Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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December 2, 2015
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