Does the Sound of Your Voice Impact Conversions?

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.

EveView Voiceover Accent ResultsThey 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.

About the author

Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen,, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at