Which works better? – video or text based sales pages – my split test results

March
2

Split Test Your Site

Just recently I got bullied in to setting up an A/B split test for my CommentLuv Premium homepage. Well, not bullied but guilt tripped. :)

I got another email preaching about why split tests are such a good idea so finally, at long last, I decided I would set up a split test to see what type of sales page worked better for me.

I wanted to try a different page than the huge video as the focus one and so as the B part of the split test I tried a new variation that uses mainly text to describe the main benefits of the plugin.

Google Website Optimizer Makes it Easy to Split Test!

It’s dead simple to set up a new A/B split test experiment with just a little bit of help from the Website Optimizer that Google provides.

You just need to identify what page is your original (your A) and your alternate page (your B) and your conversion page.

Add a bit of script that Google gives you to each page, verify them and let the experiment run.

I could give you a blow by blow tutorial here but to be honest, you get a very good one on the site which goes in to much more detail than : Website Optimizer Documentation

Winner winner chicken dinner!

I let the experiment run for a whole week and at the end, the results were undeniable!

This is the original page

split test original (the A)

This is the variation

split test variation (the B)

Guess which one won?

Yup, the first one did! by a factor of 2. It converted exactly twice the number of visitors as the variation so the conclusion is (as you might have guessed) that video sells twice as much as text!

In next weeks split test

Now I know which page wins, I can move on to multivariate testing where I use the same page but jiggle the things about to see if below the video a guarantee seal works better or a testimonial would convert more people.

I’ll let it run all this week and see what happens and report back. oh how exciting!

Get your own split testing done!

You can see a whole bunch of split test results here¬†which will open your eyes to some cool things that you wouldn’t think would make a difference but do!

Code, Tutuorial


8 Comments zu “Which works better? – video or text based sales pages – my split test results”

  1. Ileane
    06.03.12 12:24 pm

    Hi Andy,

    That’s cool that we can let Google do all the work for us on the split testing. I guess I never thought about doing it that way. It’s shows your video training classes are bringing you some great value. Thanks for sharing this. Cheers!
    Ileane recently posted..The Ultimate YouTube Video SEO ChecklistMy Profile

    #1

  2. Andy
    06.03.12 4:26 pm

    Yup google can do all sorts of cool things like this. I’m going to let the multivariate test run for a couple of weeks and see what works best and then keep tweaking things until I get the best layout possible.

    You’re right, the video courses I’ve been doing are really helping!
    Andy recently posted..CommentLuv PremiumMy Profile

    #2

  3. Gavin Owlsen
    08.03.12 12:06 pm

    Hi Andy,

    Nice post here. This is my first visiting to fiddyp.co.uk and looks like it’s a great day for me.

    BTW, if you ask me why video brings more traffic and sales if compared to text based page, then the answer is simple. Peoples are more attracted with a live demonstration rather than reading a bunch of crappy article. In short, you’re able to catch the visitor’s intention an turn them into buyers/leads.

    #3

  4. Andy
    08.03.12 4:18 pm

    yes it seems obvious that video would sell more but I’m glad I did the test to make absolutely sure so I can test different elements on the page.
    Andy recently posted..CommentLuv PremiumMy Profile

    #4

  5. Franchesca
    12.04.12 5:20 pm

    Interesting results. Have you continued to split test other elements on that page on a weekly basis? Colors, text style / font, video length, etc?

    #5

  6. Waterpearls
    13.04.12 10:56 pm

    Hi Andy,
    Thanks for sharing you test result and yes, video sells twice as much as text and therefore I am thinking to start working on video based sales as soon as possible.
    Waterpearls recently posted..Moosejaw Coupon Code and ReviewMy Profile

    #6

  7. Darren Dillman
    10.05.12 7:53 am

    I use Googles free tools as much as I can. It’s a no-brainer, I don’t understand why so many don’t use what they give you.

    About your split test, I was wondering if you have ever tested a video + text sales page. I have seen some like that where it appears to be just a video page but the text sales copy is below the fold.

    It might pull better than just video. Or maybe not. Just thinking some people like video and some text. If you have both maybe you would pull a higher rate than one or the other.
    Darren Dillman recently posted..I’m Back….With My New Awesome ThemeMy Profile

    #7

  8. Tom
    16.05.12 3:49 pm

    I am actually a little surprised by the video conversion. I initially thought that a standard sales page would do better. Do you think this may be niche dependent?
    Tom recently posted..Travel Safety and SecurityMy Profile

    #8

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