Case Studies
TutorVista
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Test 1
| We used TutorVista’s existing landing page as the baseline and tested it against the same page with the video autoplaying once for first-time visitors. |
| Fifty percent of new users went to the original page while the remaining 50 percent were directed to the new version with the video. | ||||||
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| Results of Test 1: The test achieved statistical significance with an 86 percent increase in conversion for the page with the video embedded in it playing automatically for first-time visitors. | ||||||
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Image taken from EyeView's reporting platform showing the conversion resulting from the A/B test. |
Summary - Test 1
Clearly the version of the landing page with the video embedded in it was much more successful at convincing visitors to click the Subscribe button.
We implemented EyeView’s solution on one of our landing pages that already had a pretty impressive conversion rate. The very first test they ran boosted conversion by over 80 percent. EyeView really works. 
Arun Kumar, Manager, TutorVista
Test 2
| Building on the results of the first test we replaced the original baseline scenario in this test with the new champion from the first test. This time half the visitors saw the page with the embedded video autoplaying for first-time visitors while the remaining half received a page with video embedded in it but with a dynamic video initiation trigger that must be clicked before the video plays. | ||||||
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| Results of Test 2: After running these two scenarios side by side for several weeks we saw that despite the attraction of a dynamic trigger, the page where the video autoplayed once was still converting at a significantly higher rate. While some might consider an autoplaying video to be an overly intrusive way to market, there is clear evidence in this instance of its effectiveness. | ||||||
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Summary - Test 2
There may be many reasons for a site not to use autoplay, but for this site, increasing conversion is not one of them.
Test 3
| Given that autoplaying the video still seemed to be the best option we tried a new variation. This time half the visitors received the page where the video autoplayed as usual, while the remaining half received a page where the video autoplayed but the sound was muted as a default until the user chose to listen. We have had some success with muted videos in the past and we felt this was a great opportunity to try again with an audience that was clearly receptive to autoplayed video. |
| Results of Test 3: While the difference was not as great as previous test there was still a significant increase in conversion with the muted version of the video. We found launching the video with the volume off increased conversion by nearly 3.5%. We had a new champion. |
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Summary - Test 3
Although autoplaying the video was successful, we discovered that autoplaying without sound worked even better. It seems that this compromise between the intrusiveness of autoplay and the interaction required to listen once the video is in play helped conversion by a small but significant amount.
Test 4
| With the autoplaying but mute video staying on as champion, we decided to test a different element of the video. At the end of the video a clickable arrow appears on the player and points towards the conversion goal which is the subscribe button. We tested a new dynamic version of the arrow which flies off the player and comes to rest even closer to the subscribe button. We wanted to see if we could use this kind of call to action activity to improve conversion further. |
| Results of Test 4: The results of this test did not bring a new champion. The existing call to action arrow continued to provide optimum conversion while the alternative floating arrow did not perform as well. |
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Summary - Test 4
No new champion but some fascinating results about the difference in conversion between two seemingly similar call to action pointers.