Score Conversions with Sales Page Videos

Let’s take a look at the all-important sales page video.

WHAT:
The sales page video is exactly what you think it is. It’s the video that resides on your product’s sales page and tells the visitor why they can’t live without your product. It is, quite simply, a sales pitch. It usually takes the form of an on-camera personality extolling the features and benefits of the product, much like an infomercial. But it could also be a product demo. This video is usually separate from video testimonials, but they can be combined if you prefer.

WHY:
For any potential customer viewing your page, this video can be a tipping point in their decision to buy or not. Let’s face it, we’re not all big fans of the long-form sales page, so this video can serve as an abridged version of your copy for those visitors who aren’t going to read your page anyway. I fall into this category, and I’m sure some of you might as well. And for those who are reading it, the video can help to reinforce the main points of your copy. I like to think of the sales video as being synonymous with your “elevator pitch.” In other words, you’ve got to make a great impression while you have the chance, because you might not get another one.

HOW:
As I said before, these videos usually involve someone standing in front of a camera, looking directly into the lens, and telling the customer why they need to click that big orange “BUY NOW” button at the bottom of the page. It could be your neighbor, a hired actor, or anyone else capable of selling your product, but I would recommend you deliver the pitch yourself.

Do-It-Yourself
One good reason for this is that you can establish credibility with your audience just by showing your face. It proves that you are a real person and that you are willing to completely attach yourself to the product. It’s just assumed that you wouldn’t do that if you were ashamed or doubtful of the effectiveness of what you’re selling.

Third Party Actors
Conversely, using a third party, such as an actor, can lend credibility because it gives the impression that you are so successful that you can actually hire a professional. Of course in both instances, credibility is also linked to the quality of the video and the person on-camera’s delivery. If you jump in front of the camera and start stumbling and mumbling about your product, no one is going to buy it. Like I always say, you must present yourself as someone who can be trusted.

WHERE:
Save this video for the day that your product launches. Don’t dilute its effectiveness by trying to make it usable on other video sites. What I mean is that your video needs to be very specific to your sales page. You need to be directing the viewer’s eyes to different parts of the page and giving a direct call to action so that there is no question as to what they need to do to order. If you post a video with directions to “scroll down the page and click…,” you’ll just end up confusing the viewer. Besides, you should already have a teaser and/or pre-launch video up that will be sending traffic from those video sites.

And there you have it, three different videos to use for your next product launch. It doesn’t really matter how large or small your launch is going to be, video can always be a bonus. As I said before, you don’t always need all three videos, but now hopefully you see the benefit of each one.

Action Steps

-    Make your sales page video double as your “elevator pitch.”
-    Choose the best person to deliver your message.
-    Use this video only on your sales page.
-    Direct the viewer’s eye to the relevant parts of your page.
-    Watch the sales roll in!