Many are upgrading or investing in software and equipment as part of that effort. The goal is to resolve problems, add capacity or both. They’re ready to buy if they can find the right solutions, right now.
Explore alternatives. Find the best option. Buy it.
Sounds simple, doesn’t it? Not so fast.
Many business websites and blogs now use embedded videos as their primary sales tool. Videos offer the opportunity to highlight features, emphasize benefits and/or demonstrate how to do or use something. This can be helpful or irritating, depending on your product or service and the mindset of your customer.
Google and other search engines place significant value on videos, so embedding them can boost your SERP (search engine results page) rankings. This helps prospects find you, which is one reason they’re so prevalent.
But do videos really add value and improve sales?
Website guru Jakob Nielsen (useit.com) points out, users are most satisfied when they can quickly and easily find and access the information they need. Forcing users to watch a five-minute video to answer a three-second question doesn’t meet these basic criteria.
That was my recent experience. I was ready to buy a software package, as long as it had one specific feature. In an effort to answer what I know is a very common question, I conducted multiple in-site searches, visited many slick pages, watched the videos, and read a “white paper” (really a brochure) buried deep within the site.
Crucial details were scattered everywhere. It was difficult to piece together a cohesive picture, and I never found the answer to my pivotal question. I was annoyed and frustrated.
It seems many others are, too. As one business owner says, “Just give me the information I need.”
Make basic details easy to find and use, the owner continued, so I can assess and make a decision without wasted time and energy. Photos can be helpful, but often I simply read the details and decide: Yes, I’ll buy it. No, I won’t.
What details help prospects choose to buy?
- Feature lists, options and side-by-side comparisons
- Brief descriptions of what the product does
- Size, weight, material, configuration, etc.
- Performance criteria and capabilities
- Frequently asked questions
- Clear pricing information
As Bob Chapman, Sandler sales coach says, when a prospect tells you “Not right now,” or “I’ll get back to you,” it usually means “No.”
This is even more true online. When vital details are split across media or buried in videos, buyers lose patience and move on. This means, for now anyway, you've lost the sale.
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