How a Cloud-Based Video Creation Service Uses Testing to Better Understand What Customers Want

Tweet What assumptions do you make about your customers? How do you validate if those assumptions are true or, instead, actually damaging conversion? A/B testing can help you discover what really works with your customers. Animoto, a cloud-based video creation service, usually has at least one test running every week and runs a total of about 250 tests with millions of customers on its website every year. I sat down with Brad Jefferson, CEO, Animoto, to get an inside look at his company’s testing practices and see what he’s learned about his customers along the way.   One of the tests that Brad’s team ran was to determine what type of sample videos would be most effective.   Vertical versus horizontal segment test In the Control, Animoto took a vertical approach and showed different industry-specific videos on the landing page, like: Real estate sample Professional photography sample Internet retailer sample It wasn’t performing as well as the team thought it should be, so they tested a treatment with a horizontal approach. The landing page had video samples that would appeal to any industry, like: Company overview video Product description video Customer testimonial video By changing the type of videos that were shown above the fold, this test resulted in a double-digit lift in conversions.   How do your customers see themselves? Animoto’s vertical approach made sense. Many companies break customers down into vertical segments in an attempt to deliver more relevant marketing and content to increase sales. At least in this…
Source: Marketing Experiments
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