Center >> August 2009
Design Test Increases Click Rate by 213%
How you can zero in on this target audience.
from AICPA Custom Media Solutions.
The AICPA Insiders’
signature content includes Video Snacks — short “How-to”
and advice videos for professional development. There is an anchor
link in every newsletter to the landing page of these videos, which
continue to receive a fair number of clicks per issue. However,
the ENL team was exploring options for a newsletter redesign and
wanted to have a screenshot of a new video within the E-Newsletter
to test the popularity of the format as well as the effectiveness
of this design in generating clicks.
Around the same time, the first AICPA Leadership
Academy had concluded in Chicago. The goal of the Academy is to
provide young professionals with personal development and leadership
training, while also instilling a commitment to become involved
in the profession’s volunteer organizations. The AICPA multimedia
team created a video that featured AICPA CEO Barry Melancon and
AICPA Chairman Ernie Almonte speaking about the importance of the
Academy to the profession. The video also included interviews of
the actual candidates chosen to take part in the Academy. This video
was a perfect fit for the AICPA Career Insider, whose readers include
job seekers who are potential candidates for the Academy and hiring
executives who can recruit graduates of the Academy.
The July issue of the AICPA
Career Insider had a screenshot of this video in lieu of the
regular Tall Vertical Banner position.
The video screenshot received 213 percent more
clicks than even recent popular banners in that position. The clicks
were more than what a sponsored tall button or a jumbo banner in
the same position would receive and were almost 10 percent of the
total number of clicks for that issue.
The E-Newsletter team concluded that video remains
a popular format for our readers and that a video screenshot with
editorial content would receive a higher number of clicks than a
regular advertising banner. We will be testing this format further
in the upcoming issues of other E-Newsletters.
With this high success for video within the E-Newsletters,
advertisers should consider the various sponsorship options available
with AICPA’s Insiders and within the Video Snacks. For more
information and metrics, please contact Shreyas