In mid-June, we shared how video and live steaming perform on our Cisco.com homepage, particularly during Cisco Live. Well, since then we’ve continued to test and learn along the way on our Cisco homepage. It receives more than 2.5 million average monthly visitors and it’s truly a melting pot with 58% of visitor traffic coming from outside the US, so it’s a great place to innovate.
Here’s my latest top 5 insights about the Cisco.com homepage:
1. Big is not always better. We like to call our large banner ads on the homepage our “ hero” ads. They make a big bold statement and the hero ad in the number-one carousel spot receives the highest traffic on the page. That said, after analysis for several months, our smaller “feature” ads toward the bottom of the page actually receive more traffic and engagement overall per month. They seem to drive more value and are perceived as less marketing-oriented, at least that’s our theory for now. Read More »
Well, we did it. For four days, May 19-22, our live video coverage on our home page included:
John Chambers keynote
Rob Lloyd keynote
Industry keynote — IoT
Guest keynote — Sal Kahn from Kahn Academy
Here are a few snapshots of what it looked like:
Now that the event is over, what did we learn — and where do we go from here?
Video is engaging. Over 7,000 people clicked on the spotlights to view the live streaming videos in just four days.
Video and screen size matter. The larger the screen, the longer the attention span. We delivered a fully responsive experience across PCs, tablets, smart phones and connected TVs and were able to track the attention span accordingly. It was the greatest on PCs (29 minutes), followed by tablets (12 minutes) and phones (8 minutes). There was a single view on a gaming console that lasted 28 minutes.
Video needs to be purpose-built. Personalization is key to increase engagement opportunities. Video is no different. It needs to create mutual value between the viewer and the business.
Video needs to be a priority. Partnerships and prioritization across IT, user experience, digital strategy, analytics and video teams are crucial to the success of your overall video strategy. The whole is greater than the sum of all parts.
Video requires innovation. We plan to explore new and exciting ways to leverage video on our Cisco.com homepage — and pull cross-functional teams together to help us test, experiment and innovate.
What are your discoveries around video? What have you found works and doesn’t work?
Have you ever wanted to go to the cisco.com home page and see what John Chambers is saying right at that moment?
Well, you’ve probably never had that exact wish, but that’s what we’ll be offering home page visitors starting on Monday, May 19th. During the Cisco Live week May 19 – 22, visitors to the cisco.com home page will be able to see a live broadcast of Cisco Live events direct from San Francisco.
We’ll turn on the video feed Monday afternoon just before John Chambers’ keynote, and will continue to broadcast all Cisco Live events through Thursday afternoon as they occur.
John Chambers keynote, Monday at 3:30 pm
Rob Lloyd keynote, Tuesday at 10:00 am
Industry keynote -- IoT, Wednesday at 10:00 am
Guest keynote -- Sal Kahn from Kahn Academy, Thursday at 10:30 am
This is the first time we’re showing a live video feed on our home page. We will be syncing up our publishing updates with the Cisco Live event schedule, so that the video player is available when the keynotes are live. This means we will be publishing the home page 10 times during the event, making for a busy week for my team back at the San Jose HQ.
Cisco.com is Form Factor Friendly
Our home page uses a “web responsive design” approach, which means it adapts its layout according to the user’s viewing environment. This allows us to provide an optimal user experience to users on desktops, tablets and mobile devices. All visitors will need to click the “Play” icon in order to start the video, and the video player detects connection speed and display the appropriate video stream for the user.
Tablet view: Watch Cisco Live Keynotes on your tablet directly from Cisco.com
Mobile View: Tablet view: Watch Cisco Live Keynotes on your mobile directly from Cisco.com
So if you’re browsing around on cisco.com during Cisco Live week, check out the home page and click the “Play” icon to see Cisco Live in action.
Be sure to mark your calendar with must watch keynotes, find out more about Cisco Live: