How to A/B Test Product Video and Measure What Converts | MindArc
Does product video increase conversion? What MindArc's A/B test showed
By Fabien Galet, Head of SEO & CRO at MindArc
In a recent MindArc A/B test, a high quality product video lifted conversion rate from 10.24% to 11.04% on one product page, a relative uplift of 7.83%. The test reached 88.34% confidence, which is a strong direction and short of the 95% we aim for before calling a clear winner. MindArc's CRO team ran it for one of our ecommerce clients, and this post covers what we tested, what we learned and how to A/B test product video on your own Shopify store.
We've recently partnered with Videoselz, a Shopify app that helps merchants add shoppable, user generated video to their storefronts.
Does product video increase conversion?
Often yes, and the size of the lift depends on the product. It can depend on the price point, the category, how much explaining the product needs and where the video sits on the page. A complex product might benefit a lot, and a simple, low cost item might not need it. Benchmarks and best practice give you good ideas to try, and a test on your own store shows what works with your customers.
What MindArc's product video A/B test showed
MindArc led the product page with a high quality product video instead of static images, and compared it against the original page. We tested one product, because producing the video took real time and resources.
- The original page converted at 10.24%
- The video version converted at 11.04%
- That is a relative uplift of 7.83% in conversion rate
- The test ran for about two months across roughly 9,000 visitors
The test reached 88.34% confidence. That is a strong direction, though short of the 95% we aim for before calling a clear winner. It gives us a promising signal and a clear plan to build on. Next, run the same test across two or three more products with higher traffic and see how far the result can go.
The test also shows where the real barrier sits. Making video is the slow part. Tools like Videoselz, which let you bring user-generated content onto your product pages, can make it much easier to test video across more of your catalogue without a full production shoot for every product.
How does A/B testing for product video work?
A/B testing product video means showing half your visitors the page as-is and half the page with the new video, then comparing conversions. Everything else stays the same, so any difference comes from the video. This is how MindArc's CRO experts separate the effect of a video from promotions, seasonality and ad spend, which all move your numbers at the same time.
How to get more from your video investment
Video takes scripts, shoots, editing, hosting and updates, so the spend adds up quickly. A test shows which assets pay back, and you put your production budget behind those. It also stops a strong week driven by a promotion from being credited to the video.
Where to place product video on your store
Placement is one of the easiest things to test. Videoselz has a useful guide to the best places to put shoppable videos, from product pages and landing pages to upsells and email. Each of those is a good hypothesis, and an A/B test tells you which one earns its spot in your store. Here are three examples.
- Video at the top of the product gallery against video below it
- A shoppable video on the homepage against a static banner
- Video on collection pages against product pages only
How to A/B test product video on Shopify
- Pick one asset and one question. For example, does a video at the top of the product page improve conversion rate? A focused question gives you a clearer answer.
- Choose a page with good traffic. More visitors means faster, clearer results. Your best-selling products are usually the best place to start.
- Decide your success metric first. Conversion rate, revenue per visitor or add-to-cart rate. Pick one main metric before the test starts, so nobody goes looking for a win afterwards.
- Let the test run. Stopping early because a variant looks good is one of the most common mistakes in conversion rate optimisation. Give it enough time to reach a reliable result.
- Build on what you learn. Every test tells you something about your customers, whether the variant wins or not. A flat result still shows you what to stop spending on.
How video analytics and A/B testing work together
Video tools give you data on how people watch and engage. That is useful, but it's only half the picture. Views and watch time show interest, and A/B testing shows whether that interest turns into orders. Used together, your video platform tells you what people are watching, and your testing program tells you what changes revenue, which is how you decide where to invest next.
What else to A/B test on a Shopify store
The same approach works for other assets on your store, and MindArc's CRO tests show what that can look like. For an accessory retailer we worked with, adding product dimensions above the fold lifted revenue 23% at 97% confidence over 6,000 visits in three weeks. For a men's fashion retailer, adding quick links to the collection page lifted conversion rate 13.5% across 41,000 visitors in 22 days. You can read more in MindArc's CRO case studies.
- Product images and gallery order
- Page layout and where key information sits
- Headlines, descriptions and calls to action
- Trust signals such as reviews and delivery information
- Checkout steps and forms
Over time, a testing program builds a picture of what your customers respond to. Small wins add up, and each result makes the next test better. If you are weighing a bigger change, MindArc's guide to redesign versus CRO explains how to choose between them.
Check your data before you test
A test is only as good as the data behind it. Before a test starts, MindArc checks that tracking is accurate. That means events firing correctly, revenue matching your store and no gaps in your checkout data. This is the part of CRO that lets you trust the result when it arrives, and our guide to building a Shopify analytics stack covers the tools and tactics behind it.
Work with MindArc's CRO team and Videoselz
MindArc runs CRO programs for enterprise Shopify brands. We find the best things to test, run the tests properly and make sure the data behind them is solid. If you want to add video to your store, Videoselz can help you get it live on your product pages, and if you want to know what that video is worth, talk MindArc's CRO experts and we will help you test it. You can also get in touch with the MindArc team directly at www.mindarc.com. We would love to help you find your next win.
About MindArc
MindArc is a Sydney based digital commerce agency and ANZ's first Shopify Platinum Partner. The team runs CRO programs, Shopify development, digital marketing and AI services for enterprise Shopify brands.
