I am not asking about high pitched or loud voices, but about the sound of a demo video voiceover.
People often use professional talent to record the script for a demo video. These voiceovers can add credibility and using the right voice can even increase attention and engagement with the demo. However, video optimization firm EyeView Digital asked and answered another question for their client Ginger Software.
Does the accent of the voiceover matter? Would a British accent or American accent improve or hinder the conversion rate?
Ginger Software markets a product aimed at improving your written English. It identifies spelling and grammar errors and is particularly useful for students, people with learning difficulties, such as dyslexia, and business people for whom English is a second language.
They A/B tested the voiced over demo video globally, one using an American accent and one using a British accent. The goal was to get more people to download the software.
Overwhelmingly, the British accent improved conversions everywhere (globally around 4% increase) except in the UK and India where an American accent improved conversions.
Does this mean you should swap out the voiceovers on your website for a British accent? That depends, but it sure does mean you should test it.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.