Considering that the ad creative takes up a majority of the screen real estate in a video ad, I decided that a UI revamp would be the best course of action to enhance the overall video ad experience.
Below are my findings.
Colors & Branding
The first thing I tackled was our color palette. At the time, blue was used as the main color in call to action (CTA) buttons in our video ad template. Before any testing began, I leaned toward changing the CTA button color from blue to red.
I first hypothesized that red would strengthen the conversion rate of the CTA button, especially in western countries were is creates a sense of urgency in users.
Also, red is a recurring color in video-based products.
Nonetheless, I let the data decide.
I conducted a multivariate test — isolating only the change to the CTA button color — on the overall network to determine if blue, red or green yielded the best conversion. Based on both results from the test and psychological principles related to color theory, I opted for red.
Call to Action (CTA)
I also trimmed fat off the CTA button’s corners, resulting in a rectangular-shaped button with rounded corners.
As professor Jürg Nänni, author of Visual Perception, said: “A rectangle with sharp edges takes indeed a little bit more cognitive visible effort than for example an ellipse of the same size. Our ‘fovea-eye’ is even faster in recording a circle. Edges involve additional neuronal image tools. The process is therefore slowed down.”
In addition, I added a glow effect to make the button easier to scan and gave the download icon a facelift. Combined, these enhancements — the color red, rounded corners and subtle glow — help the CTA button better catch the eye of players.
As hundreds of devices are supported, we needed a video ad design that could accommodate an ever-growing range of mobile devices across smartphones, phablets and tablets. The new video ad design features responsive CTA buttons that adapt based on a device’s screen size, thus changing label and content based on the device screen size and/or orientation.
These design enhancements achieved all of our goals: conversions increased, eCPM (effective cost per thousand) increased and we heightened the overall video ad experience by providing the viewer with a lighter and more elegant user interface.
Below is a comparison, to the left is the default design and to the right is the redesigned version.
Thanks for reading