Where to put your Turnstile
Just as with Calls to Action, you have three options for your Turnstile placement: pre-, mid-, or post-roll.
In this way, a Turnstile can be seen as a specific version of a more general Call to Action.
Instead of the call to action being to head to a webpage, it's to enter their information.
The positioning of Turnstiles, therefore, has the same pros and cons as with Calls to Action:
- Pro: Putting your Turnstile before the video gives you an opportunity to get contact information from each and every viewer (that sticks around).
- Con: Without having seen the video, the viewer won't necessarily feel compelled to give you their contact information.
- Pro: The exact position of the Turnstile can be adjusted for maximum effect. You’ll be able to engage viewers before asking for their emails.
- Con: Putting your Turnstile mid-roll interrupts the flow of your video.
- Pro: Viewers that watched to the end engaged fully with your video and are more likely to be high-quality leads.
- Con: Fewer people will see your Turnstile when it's at the very end.
As with Calls to Action, it’s important to balance user experience with conversion goals. So let’s look at what works and what doesn’t.
Our analysis has found that the majority of our customers choose to display their Turnstile post-roll:
The split isn’t quite as substantial as with Calls to Action, where nearly 96% occur post-roll.
Only 46.6% of Turnstiles appear post-roll. 28% of Turnstiles appear mid-roll, and 25.5% appear pre-roll (compared to 4% and 0.1% respectively for Calls to Action).
Conversion rates—how many people saw the Turnstile divided by how many entered their information—are highest for mid-roll Turnstiles by far:
Though post-roll Turnstiles are the most popular choice, they have the lowest conversion rates of all three, with an average conversion rate of 3.05%.
Pre-roll conversion rates fared better with an average conversion rate of 8.49%.
But as with Calls to Action, the highest converting position for a Turnstile is mid-roll, with a conversion rate of 22.17%.
Pre-roll Turnstiles act like traditional gated content. As with an e-book, you ask for an email and then present the content. This will work if the viewer already values the content, but if they don’t know what they’ll be watching beforehand, they are more likely to leave.
Mid-roll Turnstiles are at that sweet spot—you can pique your audience’s interest in the start of the video and then ask for their email to continue watching. If the video is good and you have engaged your audience, they will definitely be willing to give over the information.
Post-roll Turnstiles may have the lowest conversion rates, but all of those people watched right to the end. That's going to lead to higher quality leads.
In this repair guide from GuideMyTech, you see an email Turnstile 45 seconds into a 6-minute video.
The viewers who watch a whole 45 seconds of this guide to jailbreaking a smartphone are pretty likely to want to see more, sign up, and become interested in other content from the company.
- Post-roll Turnstiles are the most popular choice for email conversion, are the lowest-converting, but may produce better quality leads for your business.
- Mid-roll Turnstiles offer the highest conversion, as viewers are already invested in your video and will be willing to give over contact information in order to continue watching.
- Pre-roll Turnstiles can be powerful when users already know what they're going to get out of the video and value the content.