Home > Site news > Experience Wargaming: how to use the A / B-test to increase views on YouTube (Aces)

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Yevgeny Zaremba, a specialist company Wargaming Promoted Videos on YouTube, wrote a column for Growth Hacks material about how to use the A / B-test can be several times to increase the number of clicks on the video.

The methods of promotion video is very reminiscent of the usual ways to promote the site. There also has internal, external and behavioral factors. Each factor is divided into many parts and in one way or another affect the finding of a video in the search, in the tops, in various rankings. About all we can write, if it is interesting.

Today, however, I would like to write about various little things and tricks that can be several times to raise some of the sources of traffic to your video. It often comes a time when a much more profitable to increase the conversion of the current traffic than trying to drive a new one.

A / B-testing savers

Screen (or thumbnail previews, as some call it) – a picture that is shown to all visitors to view video. For example:

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

The more visitors clicks on it, the more video will be displayed in the recommended roller. Also, if there is a good thumbnail will increase visitors to search YouTube, Google-search and tops the ratings (if they are to achieve).

We conducted A / B-test thumbnails to identify the characteristics of the set: a background color is better, if the animation is needed, does the value of the text for conversion, what additional elements increase the CTR and so on.

Consider a few examples.

Example 1 There is an assumption that the male audience works better dark. For example, different car sites often use dark colors than light. We ran the test two miniatures:

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

As a result, indicators were on the right thumbnail 22% better performance left. Now we have often dominated by dark gamma channel.

Example 2 has been hypothesized that the larger the text, the more people will click on it. We decided to check out. The first test was:

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

In the right thumbnail conversion was better than 26%. Large font is important, but also important for people to understand the logic of what the picture is. Reducing the picture in favor of the text only reduce performance.

Example 3 The second part of the test for emphasizing text was as follows:

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

As a result, if the first picture on YouTube was almost identical with the second conversion, that all other sources of miniature tank to win. As a result, the total conversion of the right thumbnail was better by about 12%.

Example 4 well-known fact that the best attract the attention of people, not technology or something else. But we decided to check.

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

As a result, a second miniature figures several times higher.

Manufacturing rollers

You may not have thought about it, but correctly matched the time of release rollers can increase performance up to 20%. Assume your audience is basically – it’s students. Peak display will begin around 15:00 and continue until 19:00. For the age of the audience will peak later (after 17:00).

Recently, YouTube-intelligence appeared very useful feature, which shows the number of video views in the past 48 hours. On it you can determine what hour video watch most people and when there are jumps and falls. Consider the example of our own.

We have different rollers looks different audience. For example, in the commander’s cabin the number of people up to 24 years is only 39%, mainly the audience older than 25 years.

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

In entertaining commercials in movie about action, and so on, the number of people under 25 years of overwhelming:

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

If you take a video, where the main audience of the age, the peak is at 18:00 and lasts until 20:00.

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

The growth starts at 9 am and lasts until 20:00, and then fall. We have racing to display clips at 10-11 am (people come to work) and from 14:00 until 15:00 (probably lunch).

On the rollers where the audience is below the age, the peak is slightly earlier (17: 00-19: 00) and daytime views (from 11:00 to 15:00) is much higher than in other commercials.

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

Roller need to release a few hours before the peak. If the peak display falls on 19:00, then a good option would be to release at 16:00.

Conclusion. For each group of rollers get the optimum release time and release the video for a few hours prior to that time. So you will increase the chances of getting into the various tops and many more people will see the movie.

The definition of “right” annotations

annotations – text that is displayed over the video. They serve as a call to make an action (click on the link, sign up, layknite), or informative nature (showing the latest video, which will be in this video, and so on).

The fact that the annotations can improve behavioral factors and dignity to perform call-to-action feature proved a long time. If you make two of the same video, but one will be asked to layknut, really likes it there will be more. Then to prove and test makes no sense. Abstracts should be used to enhance the behavioral factors, it is one of the most effective tools.

Another question is how to use them properly?

There has long been proven hypothesis. For example, the summary at the beginning of video much more effectively than at the end. If you compare clicks in the first 15 seconds after the fourth minute, the difference in the first case, several times better.

We decided to conduct a more thorough test, namely to determine what type of annotations give the best result for the video.

We’ve taken our most popular programs, and for nearly four months set four types of annotations on various rollers (please subscribe, please layknut, please share with your friends and leave a comment).

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

In order to analyze the output data present us with the most difficult information. Rollers are all different in nature and often depends more on the number of likes from the roller than on annotations. But still we can say one thing: roller, which was a request to subscribe to the channel, the data ends up being a little better. For example, OSR 38 and 39 are currently the two most likely view videos channel.

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

Conclusion. It is necessary to identify which behavioral factors have the greatest impact on your channel. In the future, using annotations to focus on their improvement.

Measurement of call-to-action in the annotations

Annotations very powerful tool for transfusion traffic between the video. They help to encourage people to stay longer on the channel, which gives improved behavioral and plus channel. If the end of the video to show the user an interesting and relevant videos, it is very likely he will go to him and would not leave the channel. We set tests CTR closing the windows at the end of the video, the average statistics is:

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

The percentage given CTR for each window. From video to video performance differ, but in general the situation is. Introducing the call to action, we got the following results:

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

On long video where CTR obviously lower (because fewer people until the end of the inspection), also felt the difference.

Опыт Wargaming: как с помощью A/B-тестов увеличить просмотры на YouTube

Conclusion. Try to show interesting and relevant material in the annotations. Use calls – so the number of people who clicked on the link, will increase, which will bring improved behavioral factors of the channel.

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