Case Studies
Ginger
Name of Customer: Ginger www.gingersoftware.com
Customer Description: Ginger Software is the leading contextual spell and grammar checker. Ginger\'s breakthrough automatic spell and grammar checker enables struggling writers to independently generate error-free texts of unprecedented accuracy for business and personal use.
Customer Requirements: Ginger asked EyeView to develop an introductory video for their homepage to increase the conversion of this page for visitors. The conversion goal for the page is for visitors to click the Free Download! button.
Video: The video was scripted and developed by EyeView according to Ginger's specifications. It can be viewed here
Test 1
Ginger's homepage was used for a 50-50 A/B test where half the visitors arrived at a page on which the video auto-played for the first visit and the other half saw a video initiation trigger. When visitors clicked on the trigger the same video opened in a lightbox with a Free Download! Button as part of the player.


Version A: Ginger's site showing a landing page with the video embedded and on auto-play
Version B: The same page as in Version A with EyeView's custom-built video initiation trigger
Results of Test 1: The results of the test showed conclusively that the embedded video autoplaying once for first-time visitors was more successful at driving visitors to the Free Download button. When each version was displayed before 50% of visitors the autoplaying version was almost 20% more successful at converting users.
Summary - Test 1
The test showed again the power of autoplaying a video for first-time visitors with a significantly higher number converting that for visitors who saw the video trigger.

Since day one, EyeView has been working hard to optimize our homepage. They even tested the video with British accent and an American accent to see which performed better in each country with amazing results. So far, we have seen a 15% increase in the number of people downloading our software.
Amit Gilon, Senior Vice President, Business Development, Ginger
Test 2
The embedded video was kept on together with the autoplay function. The new variable in the competing video was sound. We tested the original embedded video against the same video with the sound turned off by default. Viewers were able to activate the sound at any time during the video’s running time, but there would be no unexpected noisy interruption.
Results of Test 2: In this instance the version of the video with sound was slightly more successful than the version that played mute by default.
Summary - Test 2
In this instance, setting the volume to mute by default did not improve conversion for the video. The non-mute version converted at roughly 6% more than the version with no sound.

Test 3
We decided to test the same video with both an American and a British voiceover. The hypothesis was that Ginger Software markets a language-sensitive product that may benefit from additional tweaking in the presentation. If you click on the following video you will hear the same script being read with two different accents.
Results of Test 3: We found that globally the video with the British accent was around 4% more successful than the American accent.
Given that the product is designed to teach good English this could be explained away as something specific to Ginger, but when we delved deeped into the results we found some more fascinating results.

In the US alone the British accent was even more successful than the global average converting at around 5.5% better rate than the American. We continued to see variations, country by country. In Canada, the British accent was still more successful but only marginally so, while in other English-speaking countries like Ireland and Australia the bias towards the British accent was far more pronounced.

But when it came to viewers in India and in the UK, the pendulum swung in the opposite direction with viewers more likely to convert upon hearing the American version of the video than the British one.