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.
To start setting up your split test, you’ll need to create the New Experiment button.
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.
Now confirm that you’re ready to start and click the Create button.
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.
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.
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.
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:
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 🙂