A/B Testing To A Better Explainer Video
A key landing page features a video explaining the product's features and benefits. The video has a direct impact on both bounce rate and conversion rate (we know because the page performs worse without it). We decide to try testing a few different versions of the video.
Existing and previous customers are asked about the features and benefits they find most valuable. They're also asked to rank the features and benefits they found most compelling when they purchased.
Our team writes a new script using survey data to highlight features and benefits more selectively. A new explainer video is created around the new script, and A/B tests are begun.
After several iterations, an improved explainer video has boosted engagement by 3%, and conversion rates by more than 10%.