We’ve been working with several clients recently who are trying to harness “the consumerization of IT” to improve IT performance — and it has me thinking about the degree to which videos used in B2B technology sales are like — or unlike — videos designed to get consumers to buy products. In particular, how relevant is “conversion” — a concept that is highly relevant in consumer marketing?
How much can B2B video improve conversions?
The oft-cited “86% improvement in conversions” stat appears to originate from this white paper about making video “accountable.” A/B testing of “video on the front page” against “no-video on the front page” was carried out for the online tutoring company TutorVista. The date of the tests is not given, but somewhat surprisingly, at this writing there is, in fact, “no video on the front page” at TutorVista.
Another conversion success story (+32%) mentioned for this securities trading platform. Prominent on the home page there is a highly professional animated video that clearly explains the company’s value proposition. It makes effective use of YouTube annotations to overlay notes, calls to action, and other links. (Not 100% effective, though. At this writing, YouTube annotations depend on Flash technology and do not play on iOS devices). It’s not hard to see why this video converts viewers: at any time during the video you can click a big button to sign up for a free account.