Conversion Value of Audio/Video?

Any testers out there with results to share?

[m2c1r]

As I work on a new sales page for a new online business project, I am wondering whether to invest the time to add a sound and/or video option. Do those features significantly increase conversions?

I have been pretty successful in the past with my copywriting but I have never tried either of these options.

Has anyone here done any A/B testing, or have any fact based opinions on the question?

And before someone writes to tell me you have to test it yourself- I know :) Just hoping for some pro or con evidence before I decide to go through that effort.

Thanks!

[Oliver Henniges]

I did not fully understand what you are actually planning, so I suppose my 2 cents are not really relevant.

I had this well-known problem with "where's the buy button?", precisely: the link to the final order form. I had a huge (200x200px)image with a basket in the triangle of attention and people did not find it.

Finally I designed a small gif-animation with a little basket-icon moving to and fro. That worked. So: Yes: animations can increase conversions.

[m2c1r]

Animations are not actually what I was getting at, but thanks for the tip.

What I was referring to was the way some sites will have a small audio or video clip on their sales page that the visitor can choose to play (or sometimes it will automatically launch) that describes the offer or product in more detail.

My question was whether anyone had any data on if these types of sales tools generally help conversions, hurt them or don't make much difference?

I realize it will vary by type of product and market, but any data points at all would be an improvement, as I know I have been seeing more of them lately, but I don't have any idea if they work.

Is it like flash- everyone added it for awhile, but then it went out of favor, or is it a legitimate way to improve conversions and I should be doing it?

[haggul]

If it is a video perhaps demonstrating a product, then yes I think it will help.

However :

1. Don't force it on the user - let them launch it
2. Watch your bandwidth!