Switch Video’s Evidence
Increasing Conversion Rates by 20%
Rypple conducted a split test following the completion of the video. One landing page contained only image and text, another landing page featured a live action testimonial video from Facebook, and lastly, the Switch Video landing page, seen in Figure 1, featured a custom whiteboard video.
The results of the split test clearly demonstrated that the landing page with video converted 20% better than the landing page featuring the Facebook testimonial as well as the page with only image and text. The increased conversion rate resulting from the video lowered Rypple’s customer acquisition cost and inspired viewers to further explore and engage with Rypple.
Video Play Rates and Visitor Interaction
A video’s play rate is used to determine how many visitors watch the video embedded on the landing page and indicates how users are interacting with the content.
Figure 2 demonstrates the play rate for the Rypple video compared against the average play rate for online videos. The average play rate of an online video less than two minutes in length is 16.9%. The Rypple video produced by Switch Video recorded a play rate of 30%, which a 78% increase from the average play rate.
Video Playthrough Rates and Viewer Engagement
Playthrough rate is a metric used to determine how long viewers remain engaged and serves as an indicator of the quality of the video content. In Figure 3 the playthrough rate of Rypple’s video is compared against the average playthrough rate of a two-minute video.
While 56% of viewers watch half of an average two-minute video and only 40% of viewers watch the video through to completion, the Rypple video performed much better. 75% of viewers watched half of the video (an increase of 34%), and 50% watching the video through to completion (an increase of 25%).
“The video did have a big impact on signups and engagement with Rypple. I think it’s because the video does a great job at explaining the problem Rypple solves.”
(Jesse Goldman, VP of Customer Success) The custom whiteboard video by Switch Video not only increased conversions, but also generated leads that were ready to engage with the product.
After watching the video, a visitor was 15 times more likely to convert. As a direct result of the increased conversion rate associated with the video, Inbenta saw a 20% increase in total online leads generated.