Using Video Spokespeople to Increase Landing Page Conversions

video_spokesperson.gif

When I speak on the topic of landing page optimization I am often asked about embedded video and the use of the walk-on video spokespeople that appear from the lower right corner of the page.

Of course the effectiveness of embedded video players and spokespeople depend on the offer, product, and of course the context and intent of the audience.

Do spokespeople actually increase conversion?

To readers of my column the answer should be familiar by now - test it. We often include the addition of spokespeople in our landing page tests.

Recent tests on companies using Innovative Media Group's video spokespeople suggest that dramatic gains can be realized:

- ClosetWorld added embedded video to their landing page and then a video spokesperson as well. This increased conversion rates from 0.5% to 1.0% and 2.2% respectively.

- Tanberg increased the conversion on their lead-generation page from 0.75% to 2.2% by adding a spokesperson.

Big companies are piling onto the bandwagon as well. Other recent successes include Napster, Service Magic, and Rhapsody.

Check out the DishyMix audio interview and transcript with Innovative Media's CEO John Cecil.

About the author

Tim Ash is CEO of SiteTuners.com, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and software tools to improve conversion rates. SiteTuners' AttentionWizard.com visual attention prediction tool can be used on a landing page screenshot or mock-up to quickly identify major conversion issues. He has worked with Google, Facebook, American Express, CBS, Sony Music, Universal Studios, Verizon Wireless, Texas Instruments, and Coach.

Tim is a highly-regarded presenter at Search Engine Strategies, eMetrics, PPC Summit, Affiliate Summit, PubCon, Affiliate Conference, and LeadsCon. He is the chairperson of ConversionConference.com, the first conference focused on improving online conversions. A columnist for several publications including ClickZ, he's host of the weekly Landing Page Optimization show and podcast on WebmasterRadio.fm. His columns can be found in the Search Engine Watch archive.

He received his B.S. and M.S. during his Ph.D. studies at UC San Diego. Tim is the author of the bestselling book, "Landing Page Optimization."

Read more of Tim Ash's columns at ClickZ.