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Video squeeze pages vs Text squeeze pages

by Donald Truehart
20 replies
Hi,

Has anyone split tested video squeeze page responses vs text squeeze page responses/conversions when using the exact same script?

I've read atot of comparisons to short copy vs. long copy, but not too much on the difference between video and text.

Thanks,
Donald
#pages #squeeze #text #video
  • Profile picture of the author Kevin-VirtualProfitCenter
    I haven't done it using the exact same script, but I have split tested video v. text with similar themes and the video typically out-performs the text.

    The reason we haven't tested the exact same script is simply because what is necessary for a video script is different than what you would want with text.
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  • Profile picture of the author Donald Truehart
    Thanks for your response.

    Was the conversion rate gap wide?
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  • Profile picture of the author Kevin-VirtualProfitCenter
    Typically the response rate differs by 5%-10%, but keep in mind we produce squeeze pages with high conversion rates--almost always above 55%. If your conversion rate is lower the difference between the two will likely be narrower.
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  • Profile picture of the author jbode
    I know of several marketers including Robert Plank, we have all found that video decreases conversions on a squeeze page...

    Collectively tested from 1000s of visitors
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  • Profile picture of the author Donald Truehart
    Wow. Two very different viewpoints.

    Anyone else care to share?
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  • Profile picture of the author Dr Dan
    I guess it would also depend on the niche, product, and who is doing the video. If you got a person with no energy and just boring to listen to, then it will probably convert badly. I personally prefer watching videos, but if it is a product I really want then I dont care and will buy it no matter what. But look at most of the big guys out there and most of them are using video.
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  • Profile picture of the author Ronak Shah
    The fact is...

    There have been instances when marketers have put in just a video to attract sales.

    Many of them have     even made a million dollars from the same.

    I just saw a video today about automatic sales that spoke exactly what I'm saying here.

    However, it depends upon your target market, your video content and it's timing.

    Having a video on a sales page is definitely the in-thing these days.
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  • Profile picture of the author BrianMcLeod
    Way too broad of a question and subjective issue to make any kind of sweeping generalization about which "converts better".

    Beware advice that gives any absolute conclusion.

    A dead simple squeeze page with copy only can do 50% conversions.

    A video only squeeze page with NO copy can do 50% conversions.

    I tend to weigh things in this order:

    Traffic Source >> Offer >> Media/Copy/Design

    Good luck,

    Brian
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  • Profile picture of the author wrcato2
    I never tested this... I don't do videos not yet anyway. But I have heard that Videos do out perform text. I think that people are just lazy.

    But, I would rather read a sales letter than watch a sales letter especially if it has to do with an ebook.
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    • Profile picture of the author Greg guitar
      Originally Posted by Paul McQuillan View Post

      I hate videos, but I have nothing to do with it.

      I don't know if lazy has anything to do with it. If someone developed
      a product and is working on getting traffic, they're not lazy.
      I think he meant the reason videos might be outperforming text is that the visitors are too lazy to read the text-not that the person who produced the page is lazy.

      Interesting conversation. It looks like the answer (as usual), is never assume you know what's best until you've tested; what works for one site/business might not work for another. The only way to know is to test different approaches.
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  • Profile picture of the author Scott Murdaugh
    Most sales convert better because of a video.

    Video is known to convert better than just have a text squeeze pages.
    That's not true... Bad advice is worse than no advice...

    Here's an example of good advice...

    Beware advice that gives any absolute conclusion.

    A dead simple squeeze page with copy only can do 50% conversions.

    A video only squeeze page with NO copy can do 50% conversions.

    I tend to weigh things in this order:

    Traffic Source >> Offer >> Media/Copy/Design

    Good luck,

    Brian
    Bottom line. Test.

    -Scott
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  • Profile picture of the author Moolah_Copywriting
    Split tested Video vs Text -
    Video always loses. Replace video with graphic of special report then the conversions pick up and tie with straight text.

    Video seems to imply an instant requirement to watch it and visitors don't want to make that commitment. Special report or other non-video method implies that they can be read/reviewed later...

    One caveat, I've used a graphic of a video with an on-click alert telling the reader to subscribe to see it. This is the only occasion which any video execution outperformed text. I learned this trick from Ryan Deiss. PM me and I'll send you the link to where I used it.

    Stan
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    • Profile picture of the author jukeboxhero
      Another factor to consider that will make a great deal of difference is where your prospect is at (location wise) when they are arriving at your sales page

      For example if your ideals prospects are hitting your website while they are passing the time at work or at the internet cafe then in most cases the written word will obliterate a video, because most folks at work and internet cafes are surfing WITHOUT headphones or speakers on.

      Another factor to consider is how good are you on tape...I've seen some total disaster's of people who could have done great with the written word but instead insisted on putting there ugly, uncomfortable mugs in front of me on video...Just not cool.

      Just my 2 cents.

      Eric Medemar
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      • Profile picture of the author Andy Wood
        Jeff Wellman is a great proponent of sales pages that are just videos with a timed 'buy' link trigger. Many have done well with just video but there are also great sections of the community who respond better to different sensory triggers ...

        There are three basic thinking styles, Sight (Visual), Sound (auditory) and Feel (known as kinesthetic).

        Some people prefer to visualize things, their brain responds well to images. Others prefer to hear things and yet others prefer to have a good 'feeling', before they buy.

        IMO for maximum effect you should try to hit all of these triggers.
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  • Profile picture of the author TimGross
    There are so, so many variables that can affect response to a video that it can't really be answered without having more information.

    It's like asking, "If I buy a new car, will it go faster than my old one?"

    or: "Will I get more response to my personals ad if I include my photo?"

    Clearly, more info is needed to answer those questions...

    Here are some variables that could affect response of a video pitch:

    - Does the speaker have a good speaking voice?
    - Is the audio equipment good?
    - Is it done with enthusiasm or is it lackluster?
    - If there's a person on the screen, what do they look like?
    - How long is the video?
    - Can the viewer jump ahead in the video if desired?
    - Is there a call to action on the page in addition to the video, or does the video have to be watched completely before a call to action appears?

    Reasons to not like a video/audio pitch:

    - That person doesn't sound like me
    - That person doesn't look like me
    - That person looks/sounds too young or too old
    - That person is funny/creepy/shady looking
    - This looks like somebody made it in their garage
    - The speaker keeps saying, "um"

    If you look like the Elephant Man, English is your second language, and you have a Porky Pig stutter, you may not be able to rely on best-case scenarios to figure out your conversion rates. :-)
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    • Profile picture of the author NBN
      Originally Posted by TimGross View Post

      There are so, so many variables that can affect response to a video that it can't really be answered without having more information.

      It's like asking, "If I buy a new car, will it go faster than my old one?"

      or: "Will I get more response to my personals ad if I include my photo?"

      Clearly, more info is needed to answer those questions...

      Here are some variables that could affect response of a video pitch:

      - Does the speaker have a good speaking voice?
      - Is the audio equipment good?
      - Is it done with enthusiasm or is it lackluster?
      - If there's a person on the screen, what do they look like?
      - How long is the video?
      - Can the viewer jump ahead in the video if desired?
      - Is there a call to action on the page in addition to the video, or does the video have to be watched completely before a call to action appears?

      Reasons to not like a video/audio pitch:

      - That person doesn't sound like me
      - That person doesn't look like me
      - That person looks/sounds too young or too old
      - That person is funny/creepy/shady looking
      - This looks like somebody made it in their garage
      - The speaker keeps saying, "um"

      If you look like the Elephant Man, English is your second language, and you have a Porky Pig stutter, you may not be able to rely on best-case scenarios to figure out your conversion rates. :-)
      I'd like to see a video as an example
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      • Profile picture of the author RickDuris
        oh my goodness.

        Do you realize that those of you who say video doesn't work as good as as text is kinda like saying "gee, let's go back to newspapers because this TV thingy isn't working for us?"

        And I say that as a copywriter. :p

        Video CAN, DOES and WILL convert multiple percentages over text.

        The only question is will it work for you. It MUST BE TESTED. BUT--This is a learnable SKILL, just like copywriting.

        http://www.youtube.com/watch?v=bYqA-6n-rQQ

        If you put Osama Bin Laden on video selling a fishing lure, I'm pretty sure conversions will suck. There are some very definite do's and don'ts.

        60% of all Internet traffic today is video. At the rate it's progressing it will be 90% in the next 24 months. And with younger generations who either don't (or can't read,) it will be closer to 100%.

        Welcome to the future.... mind the gap, please.

        - Rick
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        • Profile picture of the author diymCoach
          Originally Posted by RickDuris View Post

          oh my goodness.

          60% of all Internet traffic today is video. At the rate it's progressing it will be 90% in the next 24 months. And with younger generations who either don't (or can't read,) it will be closer to 100%.

          Welcome to the future.... mind the gap, please.

          - Rick
          Rick

          If you are right with your prediction, then the time-tested online adage, Content is King will have to be modified to Content - 100% Video is King! That's scary.
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