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A/B Testing for Video: What is A/B Testing?

A/B Testing for Video: What is A/B Testing?

14min read  

18 Jan 2019

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.

What is A/B testing?

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.

 

Why utilize A/B testing for videos?

 

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.

  • With A/B testing, you can eliminate any chances of failure. Comparing two versions of a video gives you an opportunity to “test the waters” before posting.
  • Your campaigns will be much more efficient and a sales boost will be imminent
  • Instead of estimating, you will be able to correctly predict the route your brand will follow
  • After you’ve put together a series of successful video marketing campaigns, business continuity will be established
  • With newly acquired continuity, your entire team can focus on future goals without fearing for the fate of the brand

A/B test

Source: TrustRadius

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.

 

How to perform A/B testing for videos?

 

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

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.

 

Google Analytics

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.

 

Facebook Analytics

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.

Facebook ads A/B testing

Source: AdEspresso

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.

 

Email Analytics

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.

A/B testing tools

Source: Wistia

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.

 

What segments of your videos should you A/B 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.

  • Thumbnails. Autoplay may or may not be a good idea, but always need a viable thumbnail. In most cases, this is the first contact a viewer has with your video. A good thumbnail should contain a graphic representation of the idea which the video covers. A/B test different thumbnails to see how enticing they are.
  • Colors in the video itself and the thumbnail. There are many theories on how color affects the human mind. The bottom line is that everything comes down to preference, in most cases. Experimenting with different video colors can give you an idea of what works and whatnot. So, the next time you prepare for a new campaign, A/B test the color of your video. The results will give you a good idea of the ideal choice.
  • Call to action. Marketing professionals around the world know the importance of an effective call to action. Since they are so simple, you can easily find yourself choosing between multiple options. Instead of choosing randomly, you should start A/B testing all your videos and their calls to action. Our recommendation would be to prepare your videos in advance and run an “A/B testing tournament”. Divide different calls to action into pairs and make a bracket. Use the winner of this mini-tournament to enhance the persuasiveness of your videos.
  • Description. The description of a video can have great effects on the way people approach your content. If you’re short on inspiration, you can purchase pre-written content so that you don’t have to proofread it or risk writing an unfit description.

A/B testing tools

  • Title. A title should define your video even before people see the thumbnail. For social media sharing, you need to optimize the wording. Oftentimes, you can have second thoughts due to a multitude of options. Why not A/B test different title versions and see how they perform? You never know when a longer title might score better than a short or swift one. A/B testing a title increases the sharing potential of your video content.
  • The introduction. Ad Age conducted some significant research on the topic of video abandonment. 20% of the audience decides to abandon a clip in less than 10 seconds. Because of this, choosing the right beginning of the video can make all the difference in the world. A/B test for optimal results.

 

Conclusion

A/B testing of videos is an easy and interesting skill to master. Whether you’re a video maker or marketer, this knowledge can improve the performance of your content. As video grows more important, you will rise to the top of the market thanks to clever and timely testing of your content. Be creative and stay persistent in searching for the best possible solution.


Lilian Chifley is an IT specialist, teacher, and blogger from Sydney. She loves to talk about artificial intelligence and modern education. You can find Lilian on Facebook and Twitter.

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