# Use-case sample videos instead of industry ones: double-digit lift

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Video, Segmentation
- Date shared: 2015-09
- Test run by: [Animoto](https://liftarchive.com/practitioners/animoto/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/a-b-testing/how-cloud-based-video-creation-service-uses-testing-to-better-understand-what-customers-want
- Page: https://liftarchive.com/test/animoto-horizontal-sample-videos/

Animoto replaced industry-specific sample videos on a landing page with use-case videos that fit any business, and conversions rose by a double-digit percentage. Animoto ran the test in-house, and it was published on the MarketingExperiments blog. The exact lift was not shared.

## Result

**double-digit lift**

- Conversions: a double-digit lift for the use-case videos. The exact percentage was not shared.
- The result suggests visitors cared more about what they could make than about seeing their own industry.

## Control

The landing page showed sample videos above the fold, split by industry: real estate, professional photography and online retail.

## Variant

The same spot showed sample videos by use case instead: a company overview, a product description and a customer testimonial.

## Why it likely won (our reading)

- Visitors may think in terms of the job they need done, such as a product video, not the industry they belong to.
- Industry samples can make anyone outside those three industries feel the product is not for them.
- Use-case samples apply to almost every visitor, so more people see a video they can picture making.

## Caveats

The source gives no exact lift, sample size, duration or confidence level, and the test dates from around 2015. Treat the size of the result as unknown.

## How to run this test

- Hypothesis: If we show sample outputs grouped by use case instead of by industry, then more visitors will sign up because they can see the result they want regardless of their sector.
- Primary metric: Sign-up or trial start rate from the landing page
- Guardrail: Activation rate after sign-up
- Guardrail: Plan mix or paid conversion
- Guardrail: Video play rate
- Who should test it: SaaS products that serve many industries with the same core features, such as content, design or video tools. It may not fit products sold to one regulated vertical, where industry-specific proof matters more.

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Credit: Animoto ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/animoto-horizontal-sample-videos/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.