Using video to demonstrate/explain a product/service

will this increase conversion? best method?

[David_M]

I'm thinking of placing a video explaining or demonstrating my service on my landing page. I've searched but can't find any unbiased findings on conversion rates for sites a/b split tested, just hype.
Anyone have any experiences they'd care to share?

The creation of the video will cost a bit of money and time, and am wondering if it would be better spent on driving traffic to the site.

Also, do you think the video should be embedded on the landing page, with a click to begin streaming button, or on a seperate page?

[edited by: David_M at 2:32 pm (utc) on Aug. 13, 2006]

[varora]

David, that's an excellent question (and one I hope someone can answer soon...). We've been thinking about doing something similar, except we're looking at using Flash instead of a video. I'm deeply impressed by the impact of the flash used on the Sidekick site (the T-Mobile device) and similarly the product description used by ClickTracks. Formal numbers that confirm we're on the right track would sure be useful.

- V.

[lorax]

Good heavens! While I think the use of a video to help demonstrate or display a product or service is a good one - don't put on the landing page! Get the page loaded as quickly as possible and then offer the user the option to view the video via text link or graphic link.

[varora]

That's good advice, Lorax, thanks.

- V.

[alexorig]

This is a really great question. I have sites that are pure information sites, I don't make anything, sell anything or even have any members I simply give information for free and get money for advertising. Recently I started experimenting with videos after my written instructions with diagrams. On average 1/10 of my users view the videos and the average rating for the videos is 4.5/5 which is pretty pleasing. It really seems to improve user experience and be something the users want.

I also read a very interesting story (I think in "the world is flat") about a website that gave out so much information on the company's products that sales dipped. That may sound odd but the explaination is reasonable. The users who saw the info felt so well informed on that company's product they didn't call up to ask for info as often as usual (and hence end up in the hands of a salesman). They did however call the competitors since they just didn't have enough information on their site... the competitor started getting the sales.

Putting information out there can be a double edged sword but if you are putting information you already present into video you have a great chance to put a positive spin and sales pitch on your items which can only be a good thing IMHO.

Anyhoo I love videos on my site... good luck!

[lorax]

Interesting info alexorig. I've wondered about that possibility. (BTW - welcome to WebmasterWorld!)

[alexorig]

thanks for the welcome, have been reading for years and even attended the london Pub Cons before moving out here to San Jose but finally started posting a few weeks ago.

[David_M]

The folks over at Marketingexperiments are working on finding out if placing videos on youtube etc. networks will bring traffic to a site. I'm hoping they'll include metrics on conversions from having video on the site itself.

[jackvon]

That's an interesting topic to discuss. I believe that one click button with stream media is popular way to do that.

Consider cost and even if you'd like to drive more traffic, you may consider upload/publish your video on youtube and connect with your site.