Why Streaming Businesses Need Video A/B Testing

A/B testing has proved to be an effective tool for internet business. For a simple reason that it allows them to test more than one user group at a time and find out what strategies works best for them. To increase traffic and to reduce bounce rates, A/B testing is a must. If you have videos on your website, you have to make sure that you use the right strategies to attract the audience. By implementing A/B testing, you will be able to pinpoint at least one strategy that can work for you.

What is A/B Testing?

ab-testing-1.png

A/B Testing is comparing two versions of a web page to see which one performs better. You can compare two web pages by showing the two variants to similar visitors at the same time. With online video, you can create two separate videos using one original cut and present both videos in two pages and measure the performance.

What is the difference between Web and Video A/B testing?

A/B Testing is a popular method for measuring conversion rates related to web based business. Web page A/B testing is used for improving converting rate. Some metrics of web A/B testing can be bounce rate, CTA clicks or e-mail sign ups.

In contrast, Video A/B testing needs to measure different metrics rather than converting rate. For example,

  • Click-through rate (CTR) – percentage of times the “play” button was clicked
  • Viewhour – the length of hours your video was watched by users
  • Completion rate – percentage of times the video played to the end
  • Viewer engagement – social shares, frame skips, replay

What can you test with Video A/B testing?

pre_roll_mid_roll_post_roll_4390

  • Video Ad Revenue Optimization You can change the placement of your ads in several different spots in the video. Strategic ad placement is big for video monetization. Comparing where the viewers dropped off from the video and which ad they watched or skipped can help you decide the distribution of pre-roll, mid-roll, or post-roll ads.
  • Video Quality Optimization High bitrate and resolution do not necessarily mean higher quality of experience since they create the possibility of rebuffering during the playback, leading to audience churn. It is important to find out the optimal parameter that maximizes audience engagement while minimizing cost.
    • Transcoding Parameter
    • Adaptive Streaming
      • Bitrate
      • Buffering Rate
      • Resolution
  • Video Metadata The simplest way to A/B test video is to change the video’s metadata, which can be  a different title, description, tags, etc. Observe how viewer engagement responds to these variations. Some options could be short and long titles as well as descriptions.

Facebook-on-mobile-for-mobile-video-advertising.png

  • Video Thumbnails A video thumbnail is the first thing the user sees when interacting with a video. It’s a visual call-to-action. To convert a visitor to a viewer, make sure you are testing a variety of video thumbnails to grab the user’s attention. Custom create the images with tools like Photoshop and make sure they are high-quality and sharp. You can also test different images for different devices since the resolution varies across devices.
  • Make 2 versions of the video Create two different videos using the original cut, while varying them in length. Present both versions to your viewers on two separate landing pages. Test completion rates and audience viewhour. Sometimes short content can give a boost on engagement because audience these days have short attention span.

Testing and optimization is a continuous process. You will notice a sharp rise in your revenues and audience engagement if you are able to determine the variation that works for your business. Video A/B testing is undeniably an important tool to better optimize your streaming service and deliver high-quality experience to users.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s