VKI Studios Increases YouTube Account Sign-Ups

Internet marketing and Web site usability firm VKI Studios, has reportedly announced the success of its most recent multivariate experiment with popular online video portal YouTube.com.

 

The experiment aimed to increase the overall number of account sign-ups, according to VKI, which is said to be one of the largest Google (News - Alert) Web site Optimizer test to date. During the experiment, the visitors were presented with 1,024 different versions of YouTube's homepage, and its real-time clicks determined which version of the site had the highest conversion rate.

 

This experiment reportedly has led to a 15.7 percent increase in new account sign-ups. John Hossack, president of VKI Studios points out that this experiment is significant on a number of levels. Multivariate testing allows visitors to pick which version of the site they like best through their clicks, and this gives them important empirical data about the reasons behind these choices.

 

Hossack also said that this experiment led to massive improvement in YouTube's (News - Alert) conversion rate at a fairly minimal cost. VKI's expertise has allowed YouTube to add thousands more sign-ups and personalized views to the homepage every day.

 

“The best part is that most websites have the ability to benefit from A/B or multivariate testing. Conversion experiments are truly changing how businesses make decisions now,” Hossack said in a statement.

 

Utilizing Google Web Optimizer, VKI's tests made small changes to three main sections of the masthead on YouTube's landing page. The company experimented with text, banners, and various 'call to action' messages. These small changes brought different and better results and thus YouTube decided to roll out its new landing page with upgrades to the design.

 

Curtis Lee, product marketing manager of YouTube, said he is pleased with multivariate testing that proves the combinatorial impact of different configurations. The effort has saved them from hypothesizing the elements that would result in greater conversions.

 

Multivariate testing has helped them to guide their design process, and steered them in the right direction.