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.