Engagement & Conversion: Video Pages
Phase 1: Inital Contact
In the first step towards increasing user acquisition, I created a quick and seamless method to make the initial connection: email gathering. After 12 years, the most popular page type (video) would finally have a way for interested visitors to connect with us with no interruption in the viewing experience.
Conversions exceeded 10%, proving a simple access point could greatly increase future engagement.
Finally a way for 90% of the users to connect. The flex-space converts to a "Spotlight" promotional space
Phase 2: Campaign Promotion
Next, I developed the "Spotlight" promotion to convert these "dine-and-dashers" into financial supporters, replacing email collection during campaigns, special releases, and major announcements. The Spotlight, with embedded email captures and donation paths, consistently produces conversion rates of 4% to 38% depending on the campaign.
Finally a way for 90% of the users to connect. The flex-space converts to a "Spotlight" promotional space
Phase 3: Supporters & Detractors
To engage detractors and encourage dialogue, I created a video reaction component, offering supporters a quick path to financial commitment and detractors an easy way to share feedback. This feature provides valuable insights into content quality, closed captioning issues, differing perspectives, and even hostility, enabling PragerU to craft a better, more provocative user experience. Supporter donations from this field provide a steady revenue stream.
Phase 1 was a simple thumbs up / thumbs down reaction to determine if the content was valuable to the user.
From this list of questions, marketing picked "Did you learn anything" question. Phase 2 would be to add a variety questions to the configuration via the CMS. The future questions could be targeted to specific users, videos, categories or site wide providing the greatest flexibility to the marketing team.
PragerU garners over 2 million unique video views monthly across its website, social media, and YouTube. The majority of on-site visits originate from social media and direct links to videos, but bounce rates from video pages were above 87%. With no cross-promotional calls-to-action the experience encouraged “dine-and-dash” user behavior.
Being a non-profit, the goal every day is to forge lasting connections with the users with impactful videos while sharing the company's new releases, campaigns, and impact.