Written by Michel Fortin
February 23, 2007
Interactivity and Engagement Marketing
> [With video] we have increased Conversion Rates
> by 30% AND shortened our sales cycle.
- Ken Evoy, LED Digest 2353: Leveraging the Visual Web
Agreed.
Over the past two years and particularly in the last six months, I've
found that adding video has increased conversions even higher --
sometimes as high as 200-250%. In fact, I've even seen sales-driven web
pages entirely video-based, making hundreds of thousands of dollars in
a few short days. And I've also seen a decrease in refunds and returns
specifically attributable to the addition of video in the sales
experience.
As a direct response, long-form copywriter by trade and passion, I was compelled to write a white paper on Web 2.0 and the video trend, entitled "The Death of The Salesletter".
It's not the death of salesletters or text by any means. But it's indeed the beginning of new form of sales experience, driven by the ability -- and demand -- for more interaction. In it, and using research as a supporting element, I submit that using video not only engages more of the senses and increases sales, but also increases attention, retention, comprehension, and credibility.
Video is not just for the sales process proper, such as for samples, testimonials, proof elements, attention-grabbers, and more. They can be used at any point in the sales experience, from product launches to product consumption education. I've seen, for example, "stick letters" in video format, which have worked very well.
Video engages more senses, and more of the senses. And they replace much of what was taken away by the web from the face-to-face sales presentation. In fact, the reason why they work so well is because they are not only visual. They appeal to all three modalities: auditory, visual, and kinesthetic.
Even if it's as simple as to click on the video and play it, online video specifically compels -- and has the ability to compel -- the visitor to interact with the website. For example, new Flash videos allow forms and feedback within the video. Take the new Techsmith.com's Camtasia 4.0, which allows quizzes with feedback.
Nevertheless, this, in turn, opens new doors to savvy marketers to use the interaction process to pre-sell, customize and individualize the selling process. The reader, and most of her senses, are not only engaged, but also served according to the way the visitor prefers and wants to buy -- and not according to how the website owner thinks they prefer and can best be sold.
Interactivity is key. Some people call it Web 2.0. Others have coined it as "Engagement Marketing." Regardless, video is going to be an increasingly significant business tool for many other factors beyond its mere visual benefit.
Michel Fortin, CEO
The Success Doctor, Inc.
 this post appeared in LED Digest 2354: Engagement Marketing
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