Planning to use video to increase conversions? Good idea.
What’s the most important part? It has to be damn good. Like interesting to watch. Compelling.
Quality = Attention span
Your promo video only does you any good if people actually watch it. And like it.
As Seinfeld said, “There is no such thing as an attention span. There is only the quality of what you are viewing.” This captures the essence of a great promo video.
I have a fitness product that I sell (passively these days). I made a promo video for it. A pure sales pitch. These are the audience retention stats for that video (via YouTube):
As you can see, the audience drop-off is pretty quick and consistent. Why? Nobody likes being pitched to. Your promo video has to be way more than just a sales pitch.
A few days ago I sent out a promo offering 2o fastest people a chance to get conversion optimized wireframes for their website. The landing page had a prominent video (duration 1:35). Stats: 25% percent of the traffic watched the video (average demo video on a websites gets ~10% views or less), and of those 57% until the end. Much better than the video mentioned above, but could do better.
Of course, there are some promo videos that are just amazing. Here are 3 of them.
Dollar Shave Club
This video is featured on their home page. It was uploaded to YouTube on March 6th, 2012. At the time of this writing (~45 days later) it had 4,335,014 views. Talk about a successful video.
It’s a promo video. Still, people love it, share it, talk about it. It’s proof that quality is everything.
Four Hour Body
Amazingly well done. Sets the tone for the book, makes attractive promises and captures your imagination.
Double Fine Adventure
This video played a major role in raising over $3.3 million dollars for a game that was only an idea at the time.
Much, much more videos
If you want to see a ton of these, check out these 2 links:
- Interview on Mixergy on how to create videos that get you customers
- Behind the Scenes: how to make a movie trailer for your product (or book)
Using video is a great idea, and video quality is everything.
I mean quality in the wider sense, although technical is very important too. Jupiter Research found that 60% are less likely to return to a site if the video is low quality.
So what makes these videos so good? 3 main things.
- Really good quality. Professional production. (Not cheap)
- Tell a story. Give a promise of the future.
Know of a really good promo video? Post it in the comments.