Here, we’ll explore the benefits of using spokesperson video to give your landing pages a conversion lift. Did you know that changing a video script, presenters and even the position of a video spokesperson on a page can provide a 12.5-percent increase in leads? Are you aware that while anyone can produce videos these days, there is a HUGE difference between USEFUL video and useless video? It’s true. The bottom line is that adding a spokesperson video to a landing page can increase conversion rates – i.e. turning visitors into customers – and is a tactic that WORKS.
But how and why do these spokesperson videos increase conversion rates? While there are a multitude of factors that can be taken into consideration here, three major aspects stand out above the rest: Engagement, brand trust and information/education. Our clients have seen a significant increase in conversion rates when they add a video spokesperson to a landing page, sign up form, contact us page, product demonstration page and more…so we must be doing SOMETHING right!
1. Video is More Engaging Than Text
An interesting study done across the pond in the United Kingdom by an organization named Usurv revealed that 1,000 consumers were more likely to share (39-percent), comment on (36-percent) and “like” (56-percent) an online video than they were a text-based article. And in all cases, more people said they engaged with online video in these ways than with online articles. So what’s driving this higher rate of engagement from consumers? According to the findings, half do so because they find the video humorous and because they’re aware others would want to “laugh along too” (30-percent). Further, controversy invoked reactions, with four-percent reporting that they had shared, commented or “liked” a video because they either found it “outrageous” (four-percent) or “extremely bad” (four-percent).
2. Website Video Spokesperson as a Brand Trust-Building Asset
When you think of a spokesperson on a website, do you immediately think of them as elements of the page or as successful sales tools? Far more than an impressive feat of multimedia magic, a spokesperson on your website can be an asset to your company – better than many other so-called online marketing tools. Few page elements can connect with prospects on an emotional level, build trust for a brand or entice prospects to learn about a company’s products and/or services better than a virtual spokesperson. Your spokesperson can make personal connections, construct pathways of trust and prompt users to follow through on your calls-to-action…converting visitors into sales leads as a result. And THAT’S what you want!
3. Providing the “Increased Human Approach”
An online video spokesperson provides what Green Screen Talent Now likes to call “an increased human approach” to a website – most of the people browsing for products and their related information don’t like reading an in-depth block of seemingly never-ending text, instead deciding to skim through the web pages without making much effort to read the information thoroughly. This “skimming” keeps them in the dark about special offers and promotions that a site may have to offer. An online video spokesperson educates every single visitor to your site, saving the time and effort of visitors that is spent on reading and finding relevant information of their interest respectively.
Keep in mind that video spokesperson technology is a wonderfully effective tool for your website and marketing campaign only if it is used appropriately.