Video has always been a great promotional tool and as the technology for better mobile performance has grown so has the demand for website development with videos as the main design element. Gaslight Media is sharing a three-part serious by Andy Favell on mobile video practices.
Video has become an important tool in the marketers’ tool box. Video storytelling is a useful and increasingly popular way to engage customers.
But if your video doesn’t work properly or cripples your website or app performance it will become a major frustration to customers, marketers and techies alike.
- Video dominates mobile data traffic
- When implemented correctly, mobile video should not impact the speed that pages load on a mobile device
- Mobile users start to become impatient after waiting just two seconds for a video to load; by 10 seconds a fifth will have given up.
This column will explore how to detect, avoid and remedy issues with videos to give your viewers the best possible experience with your video content and keep them engaged and watching your videos.
How to detect problems with video
Detecting issues with video, audio or any other web or app issue a) can be straightforward; b) should be everyone’s responsibility, from the CEO down; and c) helps to keep agencies, techies and marketers on their toes.
1. Use it
Blatantly obvious – but when was the last time you checked out your site and videos from a bus, train or bar? Incentivize employees to use the site/app (during beta testing and routinely after goes live) and report issues and suggest improvements.
- How quickly did the site/page load? (Count the seconds)
- How long did you have to wait for the video to start?
- How good is the quality?
- Does it stall / (re) buffer during playback?
- Was it worth watching/watching to the end?
- How do you feel about these conclusions?
2. User test it
Recruit customers and monitor their behavior and reactions as they use your web site, using different devices, networks and locations. Score against the above checklist. If this cannot be conducted in person use a remote service such as UserTesting.com.
User testing should occur at each stage of the development process. For more on why user testing is so crucial, see my previous column for our sister site ClickZ on Why user testing should be at the forefront of mobile development.
3. Test it
There are different types of testing, including:
- Page performance – tools such as WebPageTest (free) show how/if the video is impacting how fast the page loads. It shouldn’t. The image below shows the WebPageTest results for how quickly Sam Dutton’s mobile video explainer on YouTube loads on a mobile device. The page took 6.6 seconds to load 809kB.
- A/B testing – tests alternative experiences with different groups of web (or app) visitors. For example, test hosting the video on the homepage versus on a dedicated page.
- Video testing tools – AT&T’s Video Optimizer (formerly known as Application Resource Optimizer) is a free-to-download tool used by developers (requires technical knowledge) to detect issues such as delays with start-up and the frequency and duration of stalls and optimum segment size.
4. Monitor it
- Web analytics tools, such as Google Analytics, track visitor engagement with video – e.g. number of views, who viewed, how long, and with the webpage itself, including dwell time and bounce rate. See this introduction to using GA to assess video engagement.
- Heat map tools, such as Clicktale and Crazyegg provide a visual representation of how users interact, or attempt to interact, with webpages and video.