Video Super Charged Websites That Sell Hard
You probably know this. Over half the people visiting your website are mobile. For visitors under 40, the Millennials, the percentage is even higher. In few years, mobile phone and tablet users combined will be the only visitors you'll ever get.
Have you asked yourself the following questions? Is your website built so these mobile visitors get the best experience possible? Are you reaching out to these mobile buyers or are you making it difficult for them? Are you working to make a sales pipeline out of these visitors or are you turning away sales that could otherwise be yours?
Here are the facts:
- Mobile users are viewing your site on a small display ranging from 2 to 5 inches across.
- Mobile users see your site on displays that are taller than they are wide. They prefer scrolling down a page to content versus clicking.
- Mobile users don’t yet have Internet speeds matching what PC/Mac users have.
- Interestingly enough, mobile users really like video.
I’ve heard people tell me, “I don’t depend upon my website for sales and leads.” This may have been true before. Today your website is active in your sales process whether you know it or not.
The Modern Mobile User Buying Process
Buyers today make over 75% of their buying decision before they pick up the phone or email you. Many buy without ever dealing with a sales person. They prefer it.
Early in their buying process, buyers view the sales person as an annoyance. It’s like the lady at the retail store asking you, “May I help you?”
“No, I’m just looking.” They're in research mode and want be left alone. They do their research at their leisure, at their own pace slow and calculated or fast and impulsive.
They do it when it’s convenient for them. They do this at work, at lunch, at home, after dinner or maybe late at night in bed at 1 am when they can’t sleep.
What are they doing?
- They are looking for what the experts have to say.
- They want to get opinions and advice from unbiased third parties.
- They want to know what other people, preferably current customers, have to say (i.e., Yelp, Amazon reviews, etc.).
- They want to see if others businesses list you (and possibly endorse you) as a partner or distributor of their products or services.
- And, oh, they want to learn about you and your product too.
This new breed mobile buyer is following a different process. You have a choice. You can participate and play their game or you can ignore it and allow these buyers to get their needs met by someone else.
The Role of Your Website
When you do get a call or email, you can assume your interested buyer is very well informed. They have reviewed what can be found out about you online and from the information you publish on your website.
When the call comes, the buyer is NOT thinking, “Explain to me what you can do for me.” They are thinking, “Confirm for me what I have learned about you.”
So what you provide on your website must enable them to do their research conveniently and it must service them during this part of their buying process.
You Never Get a Second Chance to Make a First Impression
Think about your website the way you would think about a client experience when visiting an office or retail space for the first time. What questions go through their mind?
- Is the location convenient and close by?
- How’s the parking?
- Did I have to wait and is the waiting area comfortable?
- Was the receptionist friendly, engaging and offering me coffee, water or a drink?
While they sit there sipping their coffee, you have given them a first impression. It either works for or against you depending upon how good a job you do. This stays with them forever.
Your website is no different. Let’s explore the experience mobile buyers want and let’s see how you can make it positive and up your chances of closing business with them.
The Classic Mobile User
My recommendation is to assume mobile users are impatient. A long wait acceptable to PC/Mac can seem like a broken site on mobile. You have to be especially careful on your home page.
Home page sliders (those popular slideshows we see a lot) can easily turn mobile users away. They are attractive, but they can require Internet speeds your mobiles users don’t typically have.
Replacing that with a fast loading image combined with a strong headline and call to action is a better option. It’s the first thing mobile users see and can encourage a more eager visitor to take that next step.
Mobile users have a 2 to 5 inch display. It’s critical that you make the information they want easy to find. Tiny link text and small buttons are a problem. Mobile users use their fingers (think fat thumbs) and not their mouse to navigate. People over forty don’t see those tiny links very well.
Compared to PC/Mac users, mobile users require much tighter and concise copy. Don’t spread tons of information across multiple pages requiring a lot of clicking and loading additional pages. Navigating to new pages is slow and cumbersome on mobile. Consider laying your copy down a page so mobile users can easily scroll down to see it. It’s a much better option.
If it’s important that you do share something that’s long, consider publishing it as both a web page and downloadable PDF file. Some mobile user like to download PDF files for printing or reading later when they get on their PC/ Mac.
Copy has always been important, but it’s critical that you address mobile users with clean, concise and short copy. With the greatly reduced display space, you have to come up with ways to get ideas across efficiently with a combination of images, icons and shorter copy.
Introducing Yourself Via Video
You already know that video works best for getting your message out. Mobile users are less patient with long copy, but they will view and even appreciate a long video if the:
- content is good,
- properly formatted and
- fast to download and play.
Video in the past was a nice to have. Today it is a MUST HAVE and can become your game changer. You can use video to provide information the mobile user wants. Of course you want to do that. But here’s your chance to give them a video first impression making them feel like they’ve actually met you.
A video with you discussing what you do and have to offer does SO MUCH MORE than inform them. It introduces them to you in a personal way before they have ever spoken to with you or met you.
They get a “feel” for you who you are. This is very powerful.
If we keep in mind that that people do business with people they like and people they trust, video gives someone who’s never met you a chance to meet you and make a call on whether they like and trust you.
Recording a video, even a short, low-budget one, explaining what you know positions you as the expert. It give a visitor a chance to see if the like you. It builds you credibility and trust and does something you can’t do with copy. You have taken a big first step at establishing a relationship.
That First Phone Call or Meeting.
Remember that people buy with their emotions and justify their decision with logic.
So the buyer’s done their research. They have gotten information from the available web resources including your site. They’ve had a good experience on their mobile device and have watched your video.
This is a VERY different first call from the one you would have had with them otherwise. You’ll speak to them and notice they seem to know you. They will mention things they could only have known because they saw it on your site. They are confirming their first impression and looking to justify their emotion-based buying decision with logic.
If you have built your site using the right mobile design and made use of copy and video properly, your buyer has:
- the information they wanted,
- a good impression and
- a mental picture of who you are.
You’ve actively participated in the 75% buying process that was previously invisible to you. You’ve inserted yourself into the buyers preferred process. You have influenced and motivated them in ways you couldn’t before.