While perhaps not great ammo for your case, I do have an interesting conclusion from testing auto-play. We installed videos on product pages that auto-played for about 45 seconds in a split test configuration (no video, vs autoplay). The effect was slightly negative on conversion, but we could isolate segments of traffic for whom the change seemed to improve conversion.
When we moved over to click to play we found a 35% conversion boost for products with videos. It turns out the average time on a product page was well below 45 seconds. I hypothesize that users were wasting scarce time watching videos for products that they weren't especially interested in. Letting the user pick when to watch the videos worked much better in this e-commerce scenario. (Note: this is also recounted as test #50 in Marketing Sherpa's "Marketing Wisdom for 2008" http://www.marketingsherpa.com/store/downloads/Wisdom2008.pdf ) hth, Andy On Tue, Mar 3, 2009 at 1:35 PM, Celeste Cefalu <[email protected]> wrote: > Good Morning Ixda! > > Working on a project for a business who relies heavily on video autoplay to > drive up video views and ad inventory. As a UCD practitioner, I wholly > believe in my heart of hearts that more is lost than gained in turning > people away from the site based on the aggravation and annoyance of > autoplay. I'm attempting to build a case that removing autoplay will incease > visits, page views, and time spent metrics in the long run. Additionally, > the business will have a better understanding of content consumed by site > visitors by providing an on demand experience. This is a huge leap of faith, > or is it? Do we have any data that could help?? > ________________________________________________________________ > Welcome to the Interaction Design Association (IxDA)! > To post to this list ....... [email protected] > Unsubscribe ................ http://www.ixda.org/unsubscribe > List Guidelines ............ http://www.ixda.org/guidelines > List Help .................. http://www.ixda.org/help > ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [email protected] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
