Websites depend upon two critical components to be successful generators of new revenue. They need targeted traffic (visitors) and they need to convert those visitors to become leads or sales. Lead conversion is more prevalent on the internet than ecommerce. It is very similar to direct response marketing, which has been in existence for nearly 100 years. As such, it is not a new idea or concept. While the internet is itself a young medium, the rules for direct response advertising have not really changed.
The concept of most direct response ads is simple, but powerful. A bold headline draws you in to read the more targeted and explanatory sub-headline and that draws you in to look at the text-heavy sales vehicle below. There is often a picture which supports the headline and even sub-headline topic. The article has bolded summary headlines over several sections. These can be considered to be a bullet list of features, benefits and pain points associated with the product. The assumption is that reader will skim the headlines and pick the one that hits home first. The longer someone stays with the article, the more likely it is they will read the entire article.
Website Video performs the same function in the hands of a direct response marketing expert. Website Video speaks the headline and sub headline in their 30 second script. In the meantime, the viewer is scanning the first page of the website, looking for bullet-type or otherwise easily digestible text to confirm the content of the video script. If they are convince that the website does indeed contain pertinent information or functions to meet their needs, they will stay longer and longer in the site.
Therefore, the presence of Website Video is not powerful as a widget or gadget that increases the flash, wow or entertainment factor in a site. It is powerful because it communicates unequivocally. Communication itself is never a failed idea; only what you choose to communicate. In our own case studies, we have noted that shorter scripts lead to higher lead conversion rates and that even 10 second decreases in script length can have a dramatic effect. The reason for this is the business owner is forced to refine and tighten their message and select the most desired outcome for a visitor to the site. This facilitates an easier choice for the viewer and provides clarity that they have not found at competing sites.
Now that your direct response approach has gotten their attention, the next question is what will you do with that attention. The first website that offers a “more than compelling reason” to leave contact information will get the lead and privilege of turning them into a client. Websites that want to just “put it all out there” and provide every piece of information in the spirit of the wonderful information highway, will please each visitor but most likely never turn them into a client. Don’t ever fool yourself into believing that your site is the last site they will visit. They will probably visit 10 sites looking for information. The first one to give a “more than compelling reason” to leave their information will get the lead and get YOUR client.
If the goal for the visit is to get a response on a webpage response form then some asset should be offered to the viewer in return for their information. If cannot be a coupon for the product in the site. Since the visitor has not decided to purchase yet, this offer has absolutely zero value. The offer should be something that has intrinsic value and is related to the product itself. It should be something of informational value to the visitor and not some trinket or give-away (like a bank giving a toaster away). Constructing the give-away then is the final step of the puzzle and a true art form of understanding the psychology of the prototypical visitor to your site. It is the capstone to your entire process.