We were retained by a client who runs an international business training program for affluent private investors. This client is an excellent public speaker possessing a wealth of valuable knowledge. She has successfully engaged Hotel ballrooms packed full of investors and business owners, paying $7,500 a seat for a 3-day training program. We were excited to have them as a client.
We optimized their search and display ad campaigns, and began looking at the surprisingly weak performance of their YouTube video campaigns.
Problems with YouTube Video Conversions: Not Always Obvious…
We registered for their free online course and watched some videos over a 2 week period. We went into product marketing mode, asking “why aren’t the video campaigns converting well?”. Then, suddenly we saw the problem clearly.
Sorry – That’s Not Worth Trying
We asked the client for changes to be made in the expensive video material, but the requested changes were rebuffed.
So We Just Did It Ourselves
So with the client’s permission, we downloaded the videos and made the edits we had requested. Here’s what we changed:
We moved the introductory material to the end of the video and shorted it by 75%. Then, we took the core of the content, where valuable information was being taught in a hotel ballroom, and we cut all the introductory “warm up” material out. The updated videos literally “start in the middle”.
The updated video starts immediately with the famous consultant in the middle of conveying valuable information to 500+ attendees, in an articulate fashion. The material is amazing and the audience is clearly fully engaged. We also featured the speaker warmly interacting with attendees during the breaks.
What were the results?
After reaching a statistically significant level of clicks and conversions, out new approach delivered an 1,100% increase in conversion rate! At the same time, cost per conversion dropped by over 80%, and average view time went from 117 seconds to 283 seconds, even though the new version is a 1/3 shorter of a video. The bounce rate declined by 23%.
Moral of the Story: YouTube Can Be A Sleeper “Home Run Channel”, If You Get The Video Right.
It turns out, the best way to convert this type of high-end business seminar is with video ads. But the video has to be sequenced right, and the right material needs to be featured.