43% Advertising CTR increased!
Project
open_in_newFilimo.com is a VOD service(such as Netflix) in the Middle East market with more than 15 Million Monthly Active Users, and Alexa's Global Rank is 463. I have been Head of Product Development since 2018.
Problem
Filimo.com had some ad banners for new content on Aparat.com, but the click-through rate was not noticeable,, so we ran this A/B/C test to improve CTR.
Hypothesis
If we replace plain image ads with HTML ads, the click-through rate will increase.
We designed an HTML banner that includes a "Play Button":
CTR of version B had 29% growth compared to version A. Take a look at click Heatmaps, clear Call to Action like this "Play Button" has a good effect on CTR:
Never Stop Optimizing
From the previous test result, we learned two important things:
- HTML banners work better than a simple image.
- Play CTA attract users' attention.
We use these points to design a new version of HTML banner that show more than one movie and add Play CTA on items hover: (Sorry, cannot see Play CTA on this picture)
Take a look at click Heatmaps, clicks divided in movies and version A had 18% CTR growth compared to version B, and it had 43% CTR growth compared to version A:
