This document discusses how video, SEO, and brain science can improve conversion rates on websites. It notes that video can increase time on site and conversion rates, and cites an example of a 20% increase in conversions for Salesforce Rypple. It explores why videos should keep things simple using working memory concepts, why they should use both visuals and audio based on dual coding theory, and why metaphors are effective by building on prior knowledge. Examples from Dropbox and YouTube are provided. The document concludes by reviewing the benefits of video and posing questions.
23. Build on Prior Knowledge
http://www.youtube.com/watch?v=wKJ9KzGQq0w
24. Dropbox Numbers
10% increase in conversion rates.
The math is really, really compelling.
50 million customers
10% increase in number of customers
(5 million customers!)
$240 million in revenue
$4.80 of revenue / customer
$24 million of revenue in 2011
Cost of video = $50,000
25. Review
- Longer time on site.
- More conversions
- 20% more conversions for Salesforce Rypple
- Why should your video be simple?
- Why should you use visuals and voice over
together?
- Why should you use metaphor?
