The Information Marketing Video Conversion Fallacy
Over the past 18 months everyone who sells info products has seen a HUGE move in the direction of video to increase conversion rates. Like MOST concepts, there is SOME truth here.
The idea that video is ALWAYS the BEST conversion tool is flat out WRONG.
You have two sides of the conversion process. First, you have the person who is presenting the offer. Second is the person who is receiving the offer.
IF you were to assume that video is the UNIVERSALLY correct tool for conversion, this would also assume that:
1. All people who come to your site are MOST apt to buy when they view a video. This assumes that everyone will be most apt to buy when presented a video offer. There are some people for whom video does not work. You may be one of them.
Writers are a group of folks who may not respond as well to a video message. These folks are more apt to respond to the written word.
2. YOU are BEST at closing by using video. You may not do your best closing job on video. Your strength might be best using audio or the written word.
Here is my GUESS at how things will work best.
Why not use a combination of All of the different media on your site to close the highest number of people? Video? YES! And, text and audio! Use them all.
It may be true that MOST people will respond to a video appeal. It is NOT true that ALL people will respond to a video pitch.
Keep that in mind.