Ever gone to a web page expecting one thing and then leaving that page and site totally unfulfilled and pissed off that you just wasted 2-minutes of your time?
Chances are one of two things happened.
The page was either totally cluttered and you didn’t know which way was up. In those cases its nearly impossible to find what you’re looking for or you get frustrated because they make you click through 8 times to get the full gist of the message.
Or you find a page that is nothing but words. No video, no images. Nothing that allows you to skim the page to see what its all about and to help you make a decision on whether or not you need to investigate this page further. For me personally, when I land on a page that has no video or images to explain the message I usually always move on my way.
I believe that I’m like most people when it comes to the fact that we want to be able to skim the material – yes headlines and sub-heads are very important – but so are short explainer videos and especially images that relate to the content and message that the site owner is trying to get across.
Without visual aids you might as well be teacher in Ferris Bueller’s Day Off. “Bueller? Bueller?” No one is listening and your message is NOT being received.
First off, do not misunderstand me. Nothing and I mean nothing beats great copywriting. That in-and-of-itself is the most important piece to the online selling puzzle. Your design can be crappy – with no videos and images – and great copy will still do well.
However, what I’m talking about is IMPROVING your conversions after you already have great copy. Does that make sense?
What To Do to Increase Conversions
So what can you do to increase conversions. Simple. Add video and relatable images.
Explainer and/or sales videos – when done right – will dramatically boost conversions. Whether you’re actually selling a product or service or if you’re selling the visitor on giving you their email address to download your free lead magnet. For example, a free report, checklist, etc.
When it comes to images the most important thing is to make sure they relate to your message. Random images that don’t coincide with the message being delivered do very little to increase engagement and conversions. In fact, in may cases they will decrease conversions because they cause confusion.
In the simple example above, if you’re selling house painting services or you’re a consultant who sells marketing services to house painters wouldn’t it make sense to use an image that relates to them? Of course it does. And since it is something that they are familiar with it will certainly grab their attention.
We could go on and on about the value of videos and images in your sales and marketing. But I’ve been seeing a ton of websites that are NOT using these simple tactics and I know its costing them hundreds, thousands, maybe even millions.
Don’t be like the knuckleheads who don’t use videos and relatable images. Be smart and start increasing your conversions. And don’t be lazy about it. Yes adding video and images to your sales page takes work. But remember, when it’s done it’s not only done forever but it’s totally worth the extra efforts. That is unless you don’t like higher conversions.