Should I auto play video on sales page?

by link8
41 replies
Hi,

I have a long form sales letter plus video. Based on your experience which is better to auto play the video or to let the visitor click the play button?

Here is the site by the way: ppcacademy.com

critics are also very welcome =)
#auto #page #play #sales #video
  • Profile picture of the author dorothydot
    Hi,

    My 2 cents worth is... do NOT auto-play your video. When I reach sites that do this, I can't hit the BACK button fast enough. Seriously. [Same with auto-play audio.]

    But - here's the real clincher: it depends a great deal on who your target audience is. I personally qualify in the old-fogy group (over 60), so my instinctive gut reactions may be far different than in the up-and-coming group (say 20s and 30s).

    And it likely matters also the topic of your video... what your product is... what action you are asking your readers to take... and so on. :confused:

    Hope this helps,
    Dot
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  • Profile picture of the author oo87
    I agree with Dot, I hate autoplays on sales pages. When I write sales copy for a client, I always advise them to attach any videos with a service that allows the visitor to play it on their own time.

    Keep in mind that some of these people may be on public computers, such as at work. The last thing they want is a loud voice suddenly telling him how they can make money fast, or get rid of their chronic hemorrhoids.
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  • Profile picture of the author davemiz
    lol c'mon.... do you guys REALLY know whats going to work best?

    No.

    Opinions don't mean jack.

    The only answer is to test it yourself and see.
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    • Profile picture of the author oo87
      Originally Posted by davemiz View Post

      lol c'mon.... do you guys REALLY know whats going to work best?

      No.

      Opinions don't mean jack.

      The only answer is to test it yourself and see.
      We know how we would react as consumers. That seems to be a fair measure of what might not work.
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      • Profile picture of the author Andrew Gould
        Originally Posted by oo87 View Post

        We know how we would react as consumers. That seems to be a fair measure of what might not work.
        It'd be nice if it were that easy, but sadly it's not.

        You are not your customer - what makes perfect sense to you probably won't to your prospect because they don't have your knowledge.

        A video that starts automatically might be fine for some markets, but in others it could have the viewer looking for the exit.
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  • Profile picture of the author TheKeys
    Really? I have had GREAT success with my auto playing video!
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  • Profile picture of the author Greg Jacobs
    This advice:

    Video only = Autoplay
    Long Copy + video = Click to play with strong CTA on graphic
    Short Copy + video = leaning towards autoplay

    main issue with autoplay is you instantly lose the "at work" crowd as they will quickly click away so as not to get caught. An exit pop to a long copy or opt in off an autoplay works nicely
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    • Profile picture of the author mrdomains
      Originally Posted by Greg Jacobs View Post

      This advice:

      Video only = Autoplay
      Long Copy + video = Click to play with strong CTA on graphic
      Short Copy + video = leaning towards autoplay
      Although I personally hate autoplays, I totally agree with the above.
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  • Profile picture of the author link8
    A lot of interesting comments... I'm trying the autoplay first and I will post the bounce rate, then will split test with another site with autoplay off and post the results as well.
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    • Profile picture of the author jtunkelo
      In my experience, IF the video is right at the top, has a strong opening, and does a good job pulling you in, it's a great way to get people to stick around and read/watch the rest.

      Won't know without testing, though. Depends a lot on the readership.
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  • Profile picture of the author JacktheFlipper
    Personally I wouldn't auto play any videos, I have visited a number of websites today that use autoplay videos and they just drive me insane. If I surfing a website I dont want some random voice coming on in the background blurting words out at me.

    Personally I'd leave it up to the customer as to whether they want to watch/listen to the video
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  • Profile picture of the author nujrem23
    For me its better not to auto play your video! I aggre with Carl its annoying to the user. All you need is to have a catchy words so that the user will think whats on that video shall I say makes the user more interesting to open and play your video!
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  • Profile picture of the author davemiz
    oo87, hate to tell you this, but that type of thinking is the exact OPPOSITE of that which makes you money online.

    a fair measure of what works is to test.

    We are direct response marketers.

    We test and make decisions based on data - not based on opinions.

    if opinions worked, trust me everyone in here would be rolling in money.... and last time i checked... a LOT of ppl here aren't.

    just sayin'
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  • Profile picture of the author Stephen Dean
    It's hard to find a nice way to say it, but Dave's right.

    A personal opinion isn't the right answer in this situation.

    We're talking about an entire marketplace, right? A marketplace is made up of the actions of thousands and thousands of people. And the actual actions are much more valuable to know than the opinions of the very same people.

    What's one person's opinion compared to the actual actions of thousands of people? Depends on your ego, I suppose JK

    Plus people don't always know how they'll react to a situation. Their guess as to how they'll act is often wrong. (For example, how would you react during a bank robbery? You don't know until you know.)

    That said...

    The original poster asked for people's experience. I recently started a popular thread stating this was a type of question that deserves more than just the answer, "You've gotta test."

    In my experience testing this with the Internet Marketing/Work At Home niche, auto-play won by a large margin.

    Michel Fortin shared his test results with me and they also favored auto-play.

    Those are my experiences, and those are a great starting point. But like I say, testing is the final answer.

    Markets can differ a bit, especially if your market is likely at work like Greg pointed out.

    So this seems like an obvious first split test to me.

    Cheers,
    Stephen Dean
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  • Profile picture of the author davemiz
    Thanks Stephen,

    trust me, i'm a designer by trade... I'd love to make things look pretty and keep designing stuff, but it doesn't work like that.

    in ALL my tests, auto-play crushed click to play.

    just sayin'
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    • Profile picture of the author wenzel777
      The answer is quite simple. Test & track results. Choose the one that outperforms the other. : )
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  • Profile picture of the author longhorn1999
    One other idea here might be to use a slight delay before autoplaying, maybe even one of 5 seconds. Autoplaying is annoying, but if A/B testing says it works, then go for it.
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  • Profile picture of the author geegel
    In my opinion, auto-playing videos are a sure way to shoot yourself in the foot. But then again, as someone here used to say opinion isn't worth crap. I'm siding with the zeitgeist here: Test it and see for yourself
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  • Profile picture of the author geegel
    Originally Posted by Ken_Caudill View Post

    What constitutes a valid sample?

    10? 100? 1000? 10,0000? 298.7?

    What is the quantitative difference between pre-sold affiliate traffic, natural traffic, and paid traffic?

    If your conversion rate doubles after making changes to your site, is an increase from ,5% to 1% the result of your changes or a brief statistical anomaly? How do you know?

    How do competing sites affect your bottom line? How do you measure the effect?

    What is the cumulative effect of all sales letters on the net looking and being structured basically the same? How do you measure it?

    What constitutes a valid test procedure?

    I smell voodoo.
    Statistics are a fairly well understood discipline. Obviously, each test comes with a degree of uncertainty (usually measurable), but as engineers say it's better to have a set of data than none at all.

    In a sense I understand what you're implying. One of the most profound revelations I had while studying engineering (that was a long time ago) is that statistical physics are the most accurate tool to predict real world phenomena. God may not throw the dices, but we must.

    Best regards,
    George
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    • Profile picture of the author geegel
      Originally Posted by Ken_Caudill View Post

      Statistics is a very well understood discipline.

      Throwing a dart has measurable statistical relevance.

      So be smart. Throw the dart.

      Legal disclosure:

      Past performance does not guarantee future results.
      Of course. Each time you throw the dice, all you have are the odds. Each throw has a fresh start. All the previous throws do not count at all. However, by studying those past throws you may actually figure out those odds. This is what all this testing business is about.

      Best regards,
      George
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  • Profile picture of the author CityCliq
    This is a great thread! I've studied usability and interface design for years. Leaders in those disciplines abhor and therefore strongly advise against auto-playing videos, but marketing's a totally different animal.

    We're in the process of designing new homepages for our sites and will definitely be A/B testing auto-play for the videos now. I'll be sharing our results, for sure.
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  • Profile picture of the author cabanamatt
    For those of us who don't have enough residual web real estate up yet or time available to test, test, test.. here's a way.. someone started with this,

    "One other idea here might be to use a slight delay before autoplaying,..."

    Some of the most engaging sales page videos are the one's that start very quiet with the audio and feature more text than talking. That lets somebody at a work desk realize what's happening - but they can continue to get your message.

    Full in your face sales videos may convert better. But if you get really creative you might get better conversion by appealing to people with a refreshing presentation.

    I'll test this for the next coupla years and get back to you.
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  • Profile picture of the author Hank Rearden
    Davemiz makes me smile.

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  • Profile picture of the author BrianMcLeod
    Question: "Should I autoplay video on sales page?"

    Answer: "Only if you want people to watch it."

    Reply: "Go crap in yer hat, smart-ass"

    Reaction: Smile.

    Ken asked what a statistically valid sample group looks like. 100, 300, 500, 1000?

    While I know that there's a rhetorical trap involved, I'm still compelled to answer.

    My answer is: "However many ya got..."

    I mean, ultimately you test what ya got. You can't test wishful thinking.

    Brian
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    • Profile picture of the author ewenmack
      I'm trying to recall who it was and what market he was in, but his tests showed auto play dropped response.

      His reasoning was that the people who went to the page were mostly at work,
      therefore clicked away immediatly once the noise started so they wouldn't get caught.

      There are reports, one which Dan Kennedy cites, as how many man hours are lost to non productive work due to workers logging into the internet and doing personal stuff like Ebay, Facebook and email.

      Once again, this makes for the case of testing in your own situation.

      All the best,
      Ewen
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  • Profile picture of the author MarkWidawer
    How anyone can disagree with DaveMiz baffles me. Every market is different. You gotta test.
    At best, what you should be suggesting is "This worked for me, so TEST this combination" and not "This worked for me, so it will work for you."
    ...and another thing...
    What you LIKE has nothing to do with what WORKS. People act irrationally all the time...especially when satisfying their own desires.
    Book Recommendation: Predictably Irrational, by Ariely. GREAT BOOK.
    --Mark
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  • Profile picture of the author kimwriter
    Originally Posted by link8 View Post

    Hi,

    I have a long form sales letter plus video. Based on your experience which is better to auto play the video or to let the visitor click the play button?

    Here is the site by the way: ppcacademy.com

    critics are also very welcome =)
    Let the visitor click the play button, it's really annoying when a video auto plays.
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  • Profile picture of the author jamesjize
    I personally hate autoplays, cause sometimes it makes a sudden noise from my PC.... similarly many people will hate that ......... so no autoplays , let the visitor click to play ....
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  • Profile picture of the author Gemmacat
    I think most people loathe autoplays. Not only at work, but at home as well. It is irritating and invasive. I wouldn't do it. They can see the video just fine, let them decide if they want to see it.
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  • Profile picture of the author beargy11
    I tend to agree that autoplay is not the best way to go about it ... letting the visitors decide for themselves may be better ... but it's really up to you
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    • Profile picture of the author naruq
      My suggestion to you would be to test auto play video on sales page on a small scale. You can then analyze the results.
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  • Profile picture of the author natorob
    I agree with dorothydot...

    When I get an autoplay, I hammer the back button as well. The same with audio.

    But that's just me; if you are not testing, you'll never know.

    Using Optimizer in Google Webmaster Tools is a simple and effective way to let your visitors tell you what they prefer...


    Set
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  • Profile picture of the author neojr
    I don't think auto-play is user friendly in that case...
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  • Greetings Dot,

    Personally, I do not like autoplay videos.

    Practically, split test and send 50% to autoplay, and 50% activate by clicking.

    When you let your prospective clients do the voting, you will have the answers that will help you build up your bank account.

    All the best ... Ron
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    • Profile picture of the author Biz Guru
      I agree with DAVEMIZ ... you Must split test.

      I think different products and different niches might respond differently to autoplay or not.

      That being said you have a very limited time to catch someone's attention. If I had to guess I think autoplay will win. Especially if it is at the top of the page.

      If it is embedded in the page somewhere have it start when the user scrolls to that part of the salesletter.

      Regarding flash or Music on sites just to make them "fancy" then autoplay SUCKSSSS.

      Hope this helps
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  • Profile picture of the author QuinNguyen
    Not sure about other but I found it to be very intrusive.
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