Testing Your Killer Sales Video

As a marketer you probably know that testing and tracking is what gets you to the conversion rate you’ve dreamed of. Period. There’s no way around it. By testing one thing at a time we can gradually increase the conversion rate of our sales letters and make more money with the same amount of traffic.

And what better conversion booster than video. But the same principle applies. You’ve got to test multiple versions of your video, test autoplay vs click to play, test different video placements, different calls to action etc.

So here’s how to do it.

This is how you can test how adding a video impacts your sales letter, squeeze page or website.

First of all you’ll need to sign up for Google’s Website Optimiser. It’s free and you can use your existing Google account.

http://www.google.com/websiteoptimizer

To start setting up your split test, you’ll need to create the New Experiment button.

Step 1 - New Experiment

Next, you’ll need to choose Multivariate Experiment. Even though you’re most likely testing only one setting- Video On/Off, it’ll be easier to set everything up and you won’t need to create a duplicate page of your site.

Step 2 - Select Experiment Type

Now confirm that you’re ready to start and click the Create button.

Step 3 - Confirm you're ready to start

Next you’ve got 3 simple fields to fill out.

The name of your experiment is not important, use something you’ll remember later. Next you need to specify the page you’ll be testing. In this example I’ll be testing the sales letter of IMvideoPRO, so I’ve entered the url for that page in the box.

Step 4 - Specify Test and Conversion Page

For the conversion page you’ll need to specify the page where buyers are directed after order. It can also be the thanks page for your optin form.

Now comes the technical bit. If you’re able to edit a document, you should be able to do this without any problems.

Select that you’ll install the JavaScript tags and click Continiue.

Step 5 - Select Installation Method

NOTE- if you have a full time webmaster, you can use the other option and google will send the installation info to your webmaster’s email. If you don’t, no worries. It’s simple.

Now Google gives you a bunch of code we need to set up. The first one is really simple. Open up your page in text or HTML editor and paste the code after the opening <head> tag of your site.

Step 6 - Head Tag

Cool. Now while you’re on the same page, you need to set up a section to test. We’ll call it VIDEO. Here’s what you need to paste in your page where the video would go:

<script>utmx_section("Video")</script>
[VIDEO EMBED CODE GOES HERE]
</noscript>

You can get your video embed code from YouTube or a service like IMvideoPRO. So that’s it for this page. Save and upload back to your server.

Now we’ll need to open up the thankyou page and paste the other code in there, save and upload like before:

Step 7 - Thank You Page Script

Now click the Validate button and let Google validate your pages. Once they’ve confirmed that your scripts are installed correctly, hit Publish.

The system will see that you’ve set up one testing section called “Video” and you’ll be able to add multiple variations for it. Let’s say you’re just testing whether a video helps at all. So you’ll have the video ON by default because of the above code and you’ll need to create a variation which is basically empty. So in place of your video the system will show nothing.

Now publish your experiment and you’re good to go. Half the people will see your video, half will see your regular page without the video. Get some results and start experimenting with different copy in the video, autoplay, different players etc.

I hope this helps and you’re welcome to share your results as well 🙂

Chris

KSV Live Webinar

KSV Live Training With Chris Willow

Thanks to all who joined yesterday’s live webinar and to those who didn’t  make it- here’s what I was speaking about. (I didn’t manage to record the screen, so here’s a transcript).

I’m going to start off straight with the content part:

Video Squeeze / Sales Page Formula

So in every successful Squeeze page or salesletter you have these 3 things, which are absolutely necessary:

•Grab their attention

•Provide enough information

•Ask for action

So with that said there are many ways you can use video on your sales or lead capture page.

The most obvious way is to just use a plain video and an optin form or order link. It ca be a Killer Sales Video, a simple video presentation or you speaking in front of the camera.

The problem with Killer Sales Video is that in most cases it’s rather hard to provide enough information so your prospects feel confident enough to give you their email address or credit card number. As for the other types of video- they pretty much suck in the department of grabbing attention and creating anticipation.

One way to make sure all 3 things are done in your video is to use a Killer Sales Video in combination with a good old PowerPoint or Keynote presentation. You’ll instantly grab the attention with a KSV and then provide all the features, benefits and other details in the following presentation segment.

The second way is to mix traditional sales copy with a KSV or rather just add a video on top of your copy to spice it up a notch. I’ve also tested video on autoplay vs click-to-play and autoplay has worked the best for me. I’m not saying it’s the same with your stuff, so, as usual, do your own testing.

A great example of using a video on salespage is http://killersalesvideo.com (what a surprise :D)

Now, moving on to launches…

Video Product Launch Method

If you’ve been in this industry for more than 3 seconds, you probably know how all the big guru launches happen. There are a couple of content packed videos and the there is a pitch- also on video. Here’s where in this whole launch scenario you can have a Killer Sales Video working for you.

  • Start off by promoting that you’re going to be giving away free stuff and everyone should join you list. KSV is perfect for that.
  • Give away free stuff
  • Give away more free stuff
  • Once you’ve created enough good will in the marketplace, tell them you’ll be releasing a product and it’s coming soon. Again, use a KSV to get their anticipation levels through the roof.
  • Now you’re ready to actually launch your product

So basically you use KSV for additional exposure before the launch.

Search Engine Marketing With Video

The goal of this is to simply get your video out there to as many video sites as possible, because search engines like Google, will rank it higher than regular text-based content.

You must first choose the keywords you’d like to rank for and use them in your title, description and keyword fields when uploading the video to Youtube and other sites.

A good idea is not to overdo it, because it may be seen as keyword spamming by the search engines- just make it read natural.

And one more thing- we actually offer a video distribution service where we do it all for you, but it comes free with each order of KSV. You only have to create accounts at these sites, but you’ll be able to use the same accounts for many distribution packages. Or if you don’t have time for that, we’ll create accounts for you for an additional cost.

Using Video To Get Real People Visit Your Site

This is a bit different from mass distributing your videos, because your goal is not to rank in the search engines, but for your video to appear in related video section as much as possible and for people to watch the video and visit your site.

So to get your video in the related videos box and search result listings, you have to find a similar video with many views and emulate their keywords and descriptions. Chances are you’ll get many views as well.

Now when your video appears in the related videos section, you want people to check it out, so a good idea is to use some sort of epic or controversial title.

At the end of your video have your domain name and don’t forget to put a link in the description box as well.

Moving on to

Getting Affiliate Traffic (With Video)

Of course you can offer your Killer Sales Video as a promotional tool for your affiliates to use. But when you do, it’s a good idea not to include your domain name in the video. Reason being so that people have to go through the affiliate link and your affiliates get commissions.

A good thing I’ve found out works very well for me is allowing affiliates to brand my videos with their own affiliate links and text.

Actually I’ve created a special software that allows your affiliates to do this, check it out- http://imvideopro.com/prelaunch

And finally,

More Stuff I Want You To Know

  • Before creating the script for your video, decide what the goal of this video will be. It helps very much in creating a great script.
  • If you want a version of your video for your squeeze page and another one to give your affiliates, you don’t have to buy 2 different videos. We offer one free revision with each video, so you can simply re-purpose it and get 2 videos for the price of one. For example changing the last line from “Click The Link Below!” to “YourDomain.com”
  • Use Killer Intros: http://killersalesvideo.com/intros.html
  • Use http://imvideopro.com/prelaunch

Aside some minor tidbits, that’s probably all there was to it. I really hope you enjoyed reading/ listening to this material and I wish you great success with your videos.

Chris!

Custom Images In Templates A-Z

This is probably a biggie, since I’ve received a number of calls from people asking me if they can change the white board of logos I have in my templates.

The short answer is YES!

The long answer is also “yes”, but I’ll get in to a little more detail to get you up to speed about them “image spots”.

How To Spot Customizable Images In Templates

Here are a couple of samples, which should make it perfectly clear.

In some templates you can just leave the image I have in there and upload nothing of your own. For example, the money image in Ancient Gold.

How To Create The Perfect Image

It’s easy. First the size- make it 800 px in width and 450 px in height. But that’s just a guideline. Feel free to use any other size as we’ll do the resizing to make it look perfect.

Here are a couple of ideas for things you can display in the image spot:

  • Your logo
  • Your product
  • A stock photo
  • A screen shot of your site/service/software
  • Just a plain background and some text

Transparency

In some cases you might want to upload a transparent image. But before you do, check if the background color in that video is not the same as your image.

Ecovers

If you have one of those e-covers, it’s best to upload the flat version or a version with no reflections.

Stock Photos

In case of a stock photo, try to use a photo that is at least 400 pixels wide. Any less than that and it will look pixelerated in the video. But don’t go overboard with the 1600px photos (they typically cost more).

As I said- the best is to use a photo between 400 to 800 pixels in width.

File Size

Try to keep the total file size of all images you’re uploading under 2mb. If you don’t the submission may not go through.

All in all- use your common sense to decide what image would look best in your video.

I hope you found that helpful and if you haven’t claimed your video just yet, this may save you the phone call 🙂

Chris

Video Landing Page Design Tips

Tips and TricksI’ve been working on a new design for all Killer Sales Video pages. It’s much cleaner, better looking and so far looks like the conversions have increased.

Check it out:
Kille Sales Video landing Page

So here are a few tips that can help you create higher converting video landing pages:

  • I added my name on top, because many people already know me and it works as sort of a brand.
  • Tell them what the video is about by using  a powerful, benefit oriented headline.
  • Add something like “Click here to find out more” to the video still, so they know where to click. A huge play button works for me too 🙂
  • Make it easy to understand what to do next. You can say at the end of your video “Insert your name and email in the form  and receive your free e-course”. Then add some big red arrows pointing at the form so even blind people can find it.
  • Form submit button should be really big and have an action title. So by clicking my “Give Me More Info Now!” button, you know that you’re  getting…
    (No Way!) …more info.
  • Privacy Policy, Customer Support and Contact links help with credibility and let people contact you if it’s necessary.

That’s about it. The main thing to note is: VIDEO LANDING PAGES NEED TO BE AS SIMPLE AS POSSIBLE

They’re built for a single purpose, so don’t let your prospects be distracted by too many bells, whistles and sheets of sales copy.