For years clients have asked me, “should I use video or text on my website?”
My answer has always been, “well, that depends on what you put in the video”.
A boring message on video won’t work, whereas a compelling text-based message can pull like crazy.
But having said that, here’s a test we recently ran, to test the opt-in conversion rates of essentially the same message in text vs video format.
While I’d like a bit more data to make this truly conclusive, in this test the video opt-in page delivered a 26.5% higher conversion rate, than the text based page.
That’s a quarter more leads for the same traffic spend. (Yet more proof that online marketing is NOT about traffic generation alone. It’s about traffic AND conversion AND monetisation).
So if video has potential – what should your videos look and sound like?
Well, they don’t have to look super slick and professional, but they DO have to have a strong, benefit-rich message that appeals to your target market. Think “infomercial” style, rather than traditional TV commercial.