If you have an asset that is spectacular but is only seen by 10% of site visitors then you’re the one at fault (because you are failing to use your asset).
For Owlet their core asset is a 3:40 minute video that starts off with 3 mothers describing how Owlet saved their baby’s life. But Owlet doesn’t bury this video under “How Owlet works” page. No, when you land on their site the video appears as a popup and autoplays:
That’s right, they are breaking a cardinal rule of video plays: always show video in pause mode and let the user decide if they want to see it. But the marketing team at Owlet aren’t fools; they know once parents watch the video they are way more likely to buy so they’re breaking a made-up rule for better conversion rates.
This post has 2 lessons for marketers:
1: Don’t ever let your trump card remain hidden.
2: (Marketing) rules are meant to be broken.