How effective are VSL's really?

by bwh1
5 replies
Hey buddies.

I follow a thread which covers a problem in respect to affiliate tracking etc.

But there also have been a lot of issues in respect to Hop's vs. Order page impressions.

See here the thread
http://www.warriorforum.com/main-int...ml#post8205389

The product is one of the top sellers at CB and changed his sales letter to a Video Sales letter (VSL) claiming that conversions are better.

Can you guys which use VSL's confirm that they convert better than traditional sales letters?

I ask because I don't use a VSL (obvious).

Thanks

G.
#effective #vsl
  • Profile picture of the author joaquin112
    It depends. The only way to really know if it works in your niche is to TEST it. It also really depends on the quality of the VSL vs the quality of the sales letter. If you look at Clickbank, about 90% of the top selling products use a VSL. I think this is mostly because it's easier for list owners to advertise a "free presentation" rather than a long sales letter. It also works for them because they usually spend up to tens of thousands of dollars on their VSLs (not to say that a cheap VSL wouldn't work, though).
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  • Profile picture of the author Alex Mensah
    For me I find that VSL converts better and most of my IM friends in the industry have seen the same results based on their tracking but the key thing is that you have to track it to see which one converts better so split test and based on your results you can go with the winner.
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  • Profile picture of the author ryanman
    How effective are they?

    Well in short - It could be the difference between 1% conversion and a whopping 6% conversion.

    Why is it so effective?

    It all boils down to the consumption aspect of it. With a simple sales letter, the user has the option of scrolling right to the bottom of the page but with a vsl, you control that.

    But this doesn't mean that you can take your current sales letter and turn it into a video and expect better conversions.

    In fact - Your conversions might dwindle.

    Emotion and the tonality of your voice play a major role and so does the intrigue element.

    But the bottom line is simple - Consider video to be just a medium of delivering a marketing message in a better way. It's nothing more than that.

    Just switching from text to a video won't really do much, because it's not the medium rather the message which is of paramount importance.

    And what you might say in a text based letter might fail miserably in video format. It's a different ball game altogether and requires a different skill set.
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    • Profile picture of the author bwh1
      Originally Posted by ryanman View Post

      How effective are they?

      Well in short - It could be the difference between 1% conversion and a whopping 6% conversion.

      Why is it so effective?

      It all boils down to the consumption aspect of it. With a simple sales letter, the user has the option of scrolling right to the bottom of the page but with a vsl, you control that.

      But this doesn't mean that you can take your current sales letter and turn it into a video and expect better conversions.

      In fact - Your conversions might dwindle.

      Emotion and the tonality of your voice play a major role and so does the intrigue element.

      But the bottom line is simple - Consider video to be just a medium of delivering a marketing message in a better way. It's nothing more than that.

      Just switching from text to a video won't really do much, because it's not the medium rather the message which is of paramount importance.

      And what you might say in a text based letter might fail miserably in video format. It's a different ball game altogether and requires a different skill set.
      Looks like you have a good experience here.

      Off course, the content and quality of the video drives conversions but if you have the same video and make a VSL with the video only and another with the content in text below the fold - the VSL with the video only wins?

      I remember that a good solution for impatient folks like me is to have an exit popup which leads to the text version.

      Tks

      G.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by ryanman View Post

      Emotion and the tonality of your voice play a major role and so does the intrigue element.
      Exactly.

      Just by plopping your copy into a video, you shouldn't expect better conversions.

      The production-style and voiceover you use needs to amplify the emotion and message in your copy. It's a great tool to accentuate the tonality you're going for. But if you miss the mark, video will fail just like regular sales letter copy does. It has to resonate with your audience - otherwise it's just a snazzy video with no value whatsoever.

      I also like to use video in conjunction with a full sales letter - using original copy for both. I've seen conversions soar going in this direction.

      Mark
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