Increase Online Acquisition Revenue by 100s of Thousands with Video Autoplay, 03/23/2018
A/B Testing and Optimization is often associated with email campaigns, but the practices and principles can be applied to any digital marketing asset such as online advertising, personalization, content or images on a webpage, or user experience like video autoplay.
Recently a cloud-based payment service client in APAC believed that they could drive higher conversions on their website by loading an autoplay video as soon as a user landed on the site. The content of the video would explain how the service worked in an effort to create awareness and to increase acquisitions.
They wanted to test the theory in one target APAC country prior to rolling out globally. However, the client’s internal Global Web Development team had other priorities, and was unsure it could meet the deadline. The project was then handed over to the eClerx Digital team of engineers who were able to develop the functionality in 4 weeks.
The hypothesis was proven correct when, over a 2 month period, the client saw incremental sign-ups of 2,811 (+0.5%) in the target country. So pleased with the results, testing was expanded to Korea and Hong Kong which saw an increase in sign-ups of 7,675 (+4.3%) and 147 (+0.95%), respectively. Total revenue generated from the incremental sign-ups was US$741k
As next steps to expand the reach, the Global Marketing Team requested that eClerx Digital work with the internal Global Development Team to develop a video autoplay module called Organism in Atomic Design to be deployed throughout the website.