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TechSmith found that 48% of people find video the most engaging form of communication (vs. just 15% who favor plain text).
Having A/B tested this 38 times I can confirm:
In every single test, video outperforms words.
(even when the video isn’t great.)
There is something so emotionally compelling about videos that words simply can’t compete.
Yet, overall, words rule.
Here is the highly complicated math.
On a scale of persuasiveness:
On a scale of malleability (meaning, how many times one can tweak words versus video):
Bottom line: Don’t focus too much on creating that next video. It’ll take a lot of time and money. Instead, focus on improving your written story. No matter how good you already think it is, it can be 10% better. And then, when one day, you’ll wake up and think, “woman, I’m really happy with my story” that’s the point when you should make a video and crush all metrics.
Does this point about optimizing copy first make sense? /
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There Is One Thing That’s Between Video and Words
Have you thought about adding animated gifs to your product page? They add the richness of video but are more assessable. Read this post: Marketing Ideas: GIFs on Product Pages.
We hope you enjoyed this article.
We’ve spent the last 13 years in our marketing lab, experimenting on online shoppers. We’ve learned a crap ton and are ready to share those learning.
Here is a recap of everything we’ve learned:
Revelation 1: The most important page on your entire site is your product page. To understand why this is, read this post: Product Page Optimization.
Revelation 2: For every 1,000 product pitches encountered the shopper buys one item (and we’re being generous). If you want the consumer to choose your product your need to convert your product description into a sales pitch. That idea is explained in this article: Sales Pitch Construction Kit.
Revelation 3: The article above revealed how to construct the perfect sales pitch. Now, this killer pitch needs to be infused into your product page. We have just one chance to convert this visitor (only 15% of visitors ever return). Read this next: Applying Your Sales Pitch.
About Frictionless Commerce
We deliver an unfair advantage to technical product DTC brands (for example, Dyson) by improving advertising effectiveness by 20% in 90 days. This is achieved using a buyer psychology conversion copywriting framework. All paid traffic eventually reaches the product page and this is where we strike. Our process.
If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.
If you want to make your life easier and still increase conversions, jump on a call.