Case Study: YouTube Thumbnail Split Testing

learn how we're increasing YouTube CTR For our clients

introduction

Split testing, also known as A/B testing, is a method used to compare two versions of something to determine which performs better. In the context of videos, split testing can be used to figure out which aspects of a video’s thumbnail influence a viewer’s likelihood of clicking and watching the entire video. By conducting split tests and analyzing the results, you can learn what works and what doesn’t, and use that knowledge to create more effective thumbnails and videos that your viewers will enjoy.

the numbers

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Split Tests Run
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Thumbnails Created
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Variants Per Video

How We Do It

In January 2021, we began offering split testing to our clients with the help of TubeBuddy to improve video thumbnails. We started by testing different elements of the thumbnail, such as the copy, background image, facial expressions, framing, and color scheme. Once we identified visual patterns in the success of certain thumbnails, we narrowed our focus to the effect of the copy on viewer engagement. This helped us understand what language was most effective in driving viewers to our client’s videos.

client results

ECKHART TOLLE

The Original
This Variation CTR was 37.1% higher than the Original.
The Original
This Variation CTR was 34% higher than the Original.

SOUNDS TRUE

The Original
This Variation CTR was 9.4% higher than the Original.
The Original
This Variation CTR was 39% higher than the Original.

HAYDEN CRABTREE

The Original
This Variation CTR was 94.5% higher than the Original.
The Original
This Variation CTR was 110.9% higher than the Original.
The Original
This Variation CTR was 72% higher than the Original.

insights

To recap, here are a few of the key insights we’ve gained from running 326 split tests for our clients.

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