When you put people in your video marketing, something unexpected happens.
The Human Brain Loves Eyes
I want to talk a little bit about eyes and the importance of eyes in video marketing. First of all, the human brain loves eyes. We’re drawn to it, we want to look at it. And this can be really helpful in your videos if you want to keep people engaged in listening to the message. But it can also have a dark side in that it draws the attention away from something else that might be important. Let me give you an example.
When Eyes Hurt Your Conversion Rate
Let’s say you have a video on a landing page, and you want people to watch the video, get the message, and then take action on the page. At the point where you ask them in the video to take action on the page, if you have someone there looking at them, engaging them, they are less likely to look away and see the message on the page — either the form or the button that you want them to click on the landing page.
My recommendation is use eyes and heads – human beings – to keep people’s attention. But when you go to make the offer, consider shifting away to something that’s more static, something that doesn’t move, and something that doesn’t have attractive eyes on it.
Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.