Improve Retail Marketing With Customer-Driven Video Interaction
If you're looking for a way to grab and hold a prospect's attention online, video works better than text. According to a Wharton Research Center study, 90 percent of internet surfers leave a text-only site in four seconds, whereas if video is present on the homepage, the drop rate decreases to 60 percent, demonstrating a significant increase in stickiness for sites with video.
Video also makes consumers more likely to buy your product or service. An Invodo study revealed that over half of consumers (52 percent) say they're more confident about buying after viewing a product video. While these statistics underscore the importance of using video for online marketing, there's another factor to consider: shrinking attention spans. Consumers’ attention spans average about eight seconds now, down from 12 seconds in 2000.
When it Comes to Marketing Videos, Shorter is Better
Attention spans are shorter, and one reason is the vast amount of information that's now at people's fingertips on the web. When consumers are evaluating products or services online, they're typically unwilling to invest much time in watching a long-form sales pitch unless it directly addresses their needs. Since each consumer has unique needs, it's a challenge for companies to decide which features and/or benefits need to be communicated first. Focusing on one portion of the value proposition will appeal to consumers specifically interested in that, but risks losing prospects who are interested in another portion.
So how do you make your online marketing video relevant to every visitor? How can you create a video that gives each aspect of your product or service the attention it is due without making your marketing video so long that no one will watch it?
The answer is to give consumers the option to satisfy their own unique interests. By breaking a long-form video down into bite-sized components and presenting it as a series of modules, consumers can select and view the video in whichever order they choose. You can be both thorough and brief.