Video is emerging as the new darling of content marketing, and it makes sense.
As a medium, video delivers information customers want about a business quickly and inexpensively thanks to ever-evolving tech.
But how does using video in your marketing strategy stack up when you add the complexity of rendering across multiple devices?
Throw a smartphone or tablet into the mix, and your customer experience can get messy fast.
So in today’s MarketingExperiments Blog post, I wanted to share with you an interesting experiment from our latest Web clinic that increased conversion 34% by putting video to the test in a multidevice experience.
Now before we drive on any further, let’s look at the background on the experiment:
Background: A company offering a variety of dieting programs and memberships with the goal of helping their audience lead a healthier lifestyle.
Goal: To increase landing page membership conversions on mobile and tablet devices.
Primary Research Question: Which use of video will generate the highest conversion rate?
Test Design: A/B variable cluster
Here are screenshots of the Control and Treatments on mobile and tablet:
In the Control above, the MECLABS research team hypothesized that the design overall fails to deeply connect the video content with the audience. The team reasoned that a connection to the authority was missing (the personal source behind the content), which would give a visitor the motivation to engage.
The Treatments utilize a few design layouts to help build the missing authority and rapport with users.