How to A/B Test Your SaaS Explainer Video
You've launched your explainer video. Great. But how do you know if it's working? And how do you make it better?
Here's a simple A/B testing framework for SaaS videos:
- Variable 1: Placement. Test video above the fold vs. below the fold. Test it on the homepage vs. a dedicated landing page.
- Variable 2: Length. Test a 60-second version vs. a 90-second version. Shorter often performs better for top-of-funnel.
- Variable 3: CTA. Test different calls-to-action. "Start free trial" vs. "Book a demo" vs. "Learn more."
- Variable 4: Thumbnail. Test a human face vs. a product screenshot. The face almost always wins.
Run each test for 2 weeks with enough traffic to reach statistical significance. The results will surprise you. One client discovered that a 60-second video converted better than a 90-second video, even though the 90-second version had better production quality.