On his first day in the office, we sent new data analysis intern Sam into the woods (of data) and told him not to come back until he’d worked out the mathematical secrets behind a perfect Bonjoro.
We wanted to know when people were sending Bonjoros, how long their videos were, when they were viewed - all that good stuff. Now that Sam has returned as a master of the stats, we want to share his findings with you. Here he is to introduce them...
We’ve detailed his most useful discoveries below. We've also compared the average Bonjoro user to a subset of our most successful, ‘power’ users so you can get an idea for how the pros do it. And don't worry, all of the data we used was completely anonymised.
A note on medians & averages - we’ve included the median as a more dependable number, as the wide range of results has stretched some of the averages.
How long is the average Bonjoro?
The Median Bonjoro length comes in at around 30 seconds for both regular and power users. The major difference here is that power users tend to be very consistent with their average Bonjoro times, grouping them much more closely around the 30 second mark.
This consistency is developed with practice and shows how knowing your message before you start filming can boost your productivity and stop you from going on for 3+ minutes. That's not to say you should make every Bonjoro the same but in general it's better to keep a consistent message.
Whilst most power users spike in at 30 seconds, you’ll notice other jumps at around 60 seconds and 90 seconds. This is indicative of a smaller number of individuals hitting their own consistent durations. Roughly 62.5% of Bonjoros are in the 30 second band, 25% in the 60 second band, and 12.5% in the 90 second band.
How does the video’s length affect its view rate?
Our power users consistently get better view rates than the average user but the numbers are not too far apart. On average, a power user has 58% of all bonjoros watched, compared to the average user’s 50%.
One thing to bear in mind is that our pro users are sending a LOT of Bonjoros and will have more established techniques for when and how to get results. They also may be sending videos to people who are expecting them or on behalf of a well-known brand.
Surprisingly, for our power uses, view rates seem to increase with the length of the video. View rates are not driven explicitly by the length of the video as the user does not necessarily know the length when they start watching, but the jump is so substantial that it is unlikely to be a coincidence.
It may be that more experienced Bonjoro-ers are better at holding people’s attentions throughout longer videos or it could be users responding to more valuable content. Either way, it’s clear that 40-60 seconds is a safer area for new Bonjoro users to aim for.
NB: We track a ‘view’ after 25% of the video has been watched, or 3 seconds for very short videos.
A way to improve your view rates that not many users utilise to full effect is the Resend function. We added it quite recently and we’ve been testing it a lot with some great results. Generally if you resend unopened bonjoros as a plain text email 2-3 days after the original was sent, 30% of these will then be viewed and often responded to.
You can use the Resend feature from the Results page on the website (and you should). Try it out and see what results you get.
Average open rates
Power users on average reach 85% open rates, the average user reaches 79% open rates. It's worth noting that the tracking pixels that we use in emails to calculate open rates can be treated differently by different email systems so we try and use view rate stats where possible.
The difference in open vs view rates is actually a great mechanism for understanding engagement from customers. Most email campaigns we send, we track open rates and any number over 25% we consider to be great. Yay.
Except not yay. How many of that 25% will actually go on to engage with the content of the email and take the actions you want them to? One of the advantages of Bonjoro is that we track email opens and video views seperately, so you know when someone has really heard your message.
When are people sending Bonjoros?
The times of day that users send Bonjoros are again consistent across all experience levels, although power users tend to group their videos in a smaller section of the day.
What we do see though is that the two most common times to send a Bonjoro are just prior to lunch (elevenses if you’re British or a hobbit) and then the largest wave comes at 3 - 5pm.
We happen to know that many of the great customer success teams that use Bonjoro work remotely, and these numbers may reflect them taking an afternoon break to send out some videos.
N.B. We have tried to base these videos on local time but that data isn’t available for all users, creating a bit of noise on those graphs. As much as we’d like to believe that some of you crazy bears are sending videos between 3 and 6am, this is probably due to data discrepancies.
You can read part two of Sam's findings - including stats on when people are watching Bonjoros, how many times they're viewed, and more - by clicking right here. Before you start on that, why not tweet us @bonjoroapp and let us know whether your experience matches up with the data.