Nobody goes around "surfing" in a serendipitous style anymore ... so what you really need to address is the desire from the user to get what they are looking for in the least time possible and in the most effective way (from a communication viewpoint).
OVM is the key differentiator for companies with an online presence wanting to effectively communicate their product profile and benefits within the shortest possible time. There is nothing else that comes close to the effectiveness and persuasion power of a well designed video message.
This doesn't mean that putting up a 10-min video tutorial on your site will automatically double your enquiry rate or that you will instantly sell more of your product. There is more to effective video communication than just slamming some video content up on your website.
Video is a complex, highly multidisciplinary art, and extracting the best out of it is not as simple and clear-cut as writing a news story or a blog post.
Do your research. Keep your presentation clear and succinct. Keep it educational, informative, and ensure you end with a call to action. As with the site itself, your viewers have a small attention span so you need to maintain interest.
If you need any further help, feel free to contact me or leave your comments on this article.
(Please note any opinions expressed are my own and not that of my company or employer)
Posts
No comments:
Post a Comment