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A/B testing is a method of testing by comparing two different versions of the same thing.
You can perform A/B testing on just about anything, but A/B testing for video is an entirely different sphere.
Video marketing is one of the most important tools a company can have at their disposal.
According to research conducted by Cisco, online videos will comprise more than 60% of all internet traffic by the year 2020. Video is important to any business cause.
To make sure you release the best possible video content, A/B test it to ensure that your campaigns are maximally efficient. In this piece, we will provide you with all the necessary information related to this concept. Afterward, you will be able to take your video marketing to the next level. Let’s begin dissecting the subject.
Your brand and company are only as good as the effort you invest in your marketing campaigns. First, you need to gather data to provide the basis for your content.
Even if you have access to the analytics you need, you can’t know whether your campaigns will succeed or not. For this reason, you need to test your content. For videos, testing is even more paramount, due to the volatile nature of this type of media.
For the optimal growth of your brand, you need to be sure of the quality of your content even before you post it.
Now that we’ve covered the benefits, it’s time to elaborate on the process of A/B testing for videos. We will cover the different facets of this comparison method. By knowing how to oversee the process, video making and marketing will seem much easier.
There are lots of sophisticated analytics tools that can help you with A/B testing your marketing campaigns. However, many established programs and websites give you the opportunity to split test your videos. This section features both innovative third-party tools, as well as features of well-known websites.
YouTube Analytics doesn’t have a feature for true A/B testing of your marketing videos. However, it is one of the best analytical features for marketing and you can’t disregard it. You can A/B test videos by combining YouTube Analytics with TubeBuddy, a service that works in sync with it.
By altering the metadata of your videos, TubeBuddy creates two variations of a single video. To comply with YouTube Analytics, the metadata is alternated every day. After two weeks, you can find out the results of the campaign and see which video performed better.
Next to YouTube, Google provides the best possible platform for A/B testing of your videos. To compare two different versions, all you need to have is a website that has a video on its landing page. Google Analytics lets you create two different versions of the landing page and see which one does better.
Running an A/B test for videos on Google Analytics must be done precisely. To ensure that you execute it correctly, here’s an in-depth guide about the whole process. We advise you to make the Google Analytics segment the basis of your A/B testing process.
Because Facebook is available in 101 languages, it’s one of the most prominent platforms for reaching an international audience. Facebook Ads is well equipped for A/B testing of your videos.
After clicking on the Campaign Objective section, check the following boxes – App Installs, Lead Generation and Conversion. Immediately upon doing this, you will see a box that enables A/B testing for your campaign.
Select each of your two videos, upload them and you can follow the results in real time. Advertising on Facebook is easy, which is one more reason to utilize A/B testing.
To boost your sales, you mustn’t disregard email marketing. eMarketer did an amazing survey about email marketing. 80% of retail professionals they asked stated that email marketing is perhaps their biggest sales driver. Therefore, you should A/B test videos that are a part of your email campaigns.
Andrea Steyn, the digital marketing expert at Aussie Writings, says, ‘’We devised a comprehensive e-mail marketing strategy with personalized videos embedded, and it was an instant hit. We put stakes on multiple videos and A/B testing helped us discover the one that got us maximum conversions. The increase in CTR was almost 220%. Overall, we nailed it.’’
A myriad of analytics will tell you all you need to know about the performance of your videos. By finding out how even the smallest details affect your email campaigns, you will be able to gain more revenue and generate leads.
We’ve covered perhaps the most challenging part – how to A/B test your videos. With the aforementioned tools, you will know how every video detail affects your video performance. What many people don’t know is that videos contain a myriad of details.
There are many of them, but which ones should you A/B test? In the following sections, we will explain the necessary details video makers and marketers should test.
A marketing campaign is an amalgam of different details that affect the customer in a unique way. Changing one or two details can be the difference-maker in your campaigns. The reason that videos contain so many details and components, you want to maximize each and every one.
Altering the components of your videos can have a strong psychological effect on the viewer. But which ones should you A/B test? You will be surprised at the significance of some of the following video segments.
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