Market Espionage and Sales Video Momentum

How does a 37% increase in conversion for your sales video sound?

Here’s an Optimizer experiment we ran recently, and you can see the new page was the runaway winner.

It wasn’t even close.

These were two pages with the exact same dude, saying the exact same things in a sales video for the exact same offer.

The difference is that one video was completely redone to be more visually engaging, and build the momentum of the video.

We used the exact same voice track, but added images, transitions, and animations to keep the viewer focused on the message, so they would still engaged when the call to action was made.

The first video was one of those boring videos I’m sure you’ve seen where it’s just text of exactly what the voice is saying.

Like I need someone to read to me…

The second video used a much more visual approach, and the results speak for themselves.

Which made me wonder… could this same approach be used in other markets?

Well, there’s only one way to find out.

When it comes to marketing, there is no sense in reinventing the wheel.

Pablo Picasso said that “good artists copy, great artists steal” so if we’re going into a new market, we need to boost as much as we can from something that is already working.

Which is why we are going to study the highest converting video, in one of the most competitive niches in the world, and give it the same kind of treatment that  got these kind of results:

37% Increase in Conversions

So first we need to get a good starting point, which means disecting the message of the existing sales video to see what we can improve on, and brainstorm what kind of images and attention grabbing effects we can add to make the whole thing more engaging to the viewer.

With a little bit of magic, some luck, and of course hard work we’ll see if we can get a decent bump in conversions.

Which means we need two things, a script for the current video and a visual breakdown of the current presentation.

Now I don’t know about you, but transcribing a video isn’t on my top list of super fun things to do, but luckily my close friend Mr Lincoln knows where we can find someone who can help us out.

What can $5 get me?

So I’m going to do a search on Fiverr.com for transcription, and see what I can find in the way of deconstructing the script for this sales video as easily and cheaply as possible. All for maybe $10, which isn’t too bad.

I’ll also find someone to capture the image of each slide into a document so I know what was shown on the screen. This will help me identify the key opportunities to add images or special effects to enhance the visual impact of the video and keep the viewer completely engaged.

This is the first step of entering into a new market, studying the current king of the hill and finding out what he does…

The second step is to just do that stuff better.

Sound simple enough, but we’ll see how it goes.

Subscribe to see how the story unfolds, and leave me a comment below.

Dan!