Video Spokesperson and Conversion
Video Spokesperson and Conversion
By Joe Schaefer, PhD
President, Live On Page
It is no secret that video spokesperson technology in a website increases conversion rates. If your marketplace involves a conversation with consumers, then could there be a better communication tool for that conversation than a “live,” “speaking” person? The concept of markets being a conversation is a relatively new belief. The real-time nature of reporting and analytics for the internet is what supports this shift. Now a company can launch a website, test customer preferences with a low cost google adwords campaign, then re-tool their website – and message – to match REAL customer desire. In many ways, this takes the place of the extremely expensive market testing industry.
The remaining, still dominant method of constructing websites relies on extensive planning and designing based upon a company’s preferences. However, the company’s preferences have little if anything to do with the sales conversation that must take place in the website. Rather than designing a website that will stand unchanged for years to come, instead the site content needs to be fluid and constantly evolving to allow for testing of each and every step and message along the site’s conversion path.
We find that video spokesperson technology assists in moving visitors along such a conversion path. By reducing the visitor focus to a single website element – video, we can direct the traffic to specific pages and concentrate messaging to specific areas of the site. The viewing length of the video then becomes a measure of the effectiveness of the script and acting talent. Of course there is also the measure of the click thru rate on the video itself to reach the next step in the conversion process.
Video spokesperson messaging and strategy are integral to the success of our own website, but has been shown over and over to result in higher conversion rates for us, and our clients.
