Facebook Game Changers page iteration

Company

Meta (Ex-Facebook)

Year

2019

The context

Game Changers is Facebook's video interview series with top executives from the gaming industry aiming to provide insights on what gaming companies are doing and position Facebook Gaming as a partner.

The challenge

The video interviews were hosted on Facebook for Marketers website and although customers found it valuable we saw:
• High bounce rate
• Low video completion rate
• Low time spent on page
• Low number of clicks on “Watch more” carousel

Page analysis

Copy mostly repeats video content.
Carousel with other videos is at the bottom of the page.
Social share links are at the very bottom ot the page.

Video opens in a modal overlay that doesn’t allow users to multitask.
Clicking outside the video player closes it and doesn’t save user’s progress.

Assumption to be tested

Improved page layout and video behaviour will lead to better engagement.

Redesigned page

Less copy and more meaningful information up front
Video auto plays
Expanded section for other videos

Results

Bounce rate = 7% improvement
Video completion rate = 15% improvement
Time spent of page = 23% improvement
Number of clicks on “Watch more” carousel = 12% improvement

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