A recent Comscore and EXPO study seems to clearly indicate that professionally produced video content and user-generated product videos drive higher sales when used together.
With video being an increasingly valuable, but also expensive, marketing tool for many brands it is vital to monitor technical performance as well as “views” in order to avoid not only downtime and fix problems, but to avoid brand damage from unhappy users unable to access content.
In the Comscore/EXPO study groups of users were asked to evaluate effectiveness of “how to” product videos, one professional, one user-generated and both together.
The professional video generated a 24.7 point increase in Share of Choice for that product,
The user video represented a 18.7 increase.
Both used together saw a 35.3 point increase
While this is interesting data for marketing teams planning their collateral mix, indicating that a mix of formats when used together have a sales power is greater than the sum of each used individually it is also of importance to monitoring, analytics and service delivery team decisions.
Increasing Performance Pressure
Although we still speak in terms of “web pages” on most sites this label no longer describes a single location. Instead we have a collection of content from many different sources and systems, some internal, some external, presented as a whole by a sophisticated interface. If you get a tech support call that say “the web page isn’t working” what exactly does that mean?
With Operations and Service Delivery teams under more pressure to predict, diagnose and resolve ever more complex issues more quickly understanding immediately where the problem lies is crucial. This is to say nothing of the “content owner”, the eCommerce or marketing department who is likely working under very demanding ROI constraints and needs every campaign, and every piece of content, to be working hard to deliver the needed results. A few hours delay in noticing a problem, then a few hours more in getting to the bottom of it, could result in lost sales, a knock on effect to other work due to time spent firefighting and ad hoc bughunting, and, ultimately, a big impact on the bottom line.
Unfortunately, when applications fail or users reach their threshold for download times, customers leave your website with a frustrated experience, not only abandoning your brand, but tell their friends to do so as well.
What You Need To Know
At minimum, if offering video on your site you should be doing the following:
Setting downloading time thresholds and auto alerting technical teams if these are exceeded.
Monitoring performance against average broadband speed for your target market to understand real user experience.
Replaying actual errors to see what your customers really saw on your site.
Easily Pin-pointing bottlenecks with a breakdown of delivery times for each streaming step of the User Journey.
Understanding if problems are caused by a particular host, technology or content provider.
Performing automatic trace route tests to understand where availability or delivery is being impacted by problems at a network/CDN level.
Nothing on the web is really “stand alone” and it is crucial to understand how any video components on a page not only perform in and of themselves, but how they may affect both the performance of the rest of that page, the entire user journey that includes views of the video or the page containing it, and the ultimate impact of all of this on any given campaign, site, brand or bottom line.
Monitoring The Future
Of course, use of video on site is not all about campaigns. Live streaming of events of all kinds, video chat with customers and clients, online training and video conferencing with colleagues to reduce costs and environmental impact are all on the increase. The closer we move to direct personal communication, the greater the potential for both fantastic brand impact and the risk of brand damage.
Syndicating content from 3rd parties, or inviting user-generated uploads or sharing is a very powerful way to offer additional content, but all these methods bring with them the risks of less control.
Video is often the most expensive, and technically demanding. content on a site, make sure you look after it and make sure you know your money was well spent and is working hard for you!
SV Monitoring Suite
All products in the Monitoring Suite have been designed with different user needs in mind, but all are delivered through the intuitive Customer Portal, and enjoy the one-on-one managed service support, that our clients value so highly.
To help support all teams, and provide a “single point of truth”, all products in the SV Monitor Suite are designed to ensure that everyone can understand and be proficient in using the wide ranging metrics to deliver ongoing improvements.