Switch Video’s Results
Following the completion of the video, Inbenta placed their video on their website and conducted tests to determine the effectiveness of the video regarding online conversion. Inbenta wanted to determine if visitors were more likely to convert by signing up for services after viewing all or part of the Switch Video produced animation.
Inbenta monitored the conversion rates of website visitors and compared those who watched all or part of the video against those visitors who did not. The results, displayed in Figure 1, indicated that visitors who viewed the video converted at a rate of 15% compared to a conversion rate of 1% for visitors who did not watch the video. After watching the video, a visitor was 15 times more likely to convert. As a direct result of the increased conversion rate associated with the video, Inbenta saw a 20% increase in total online leads generated.
“Our video has contributed to an increase in conversions that we never expected. Not only does the video do a great job of describing our service, but it’s helped increase our total conversion rate by more than 20%” (Jordi Torras)
To keep on target with their marketing plan, Inbenta needed to work their video into their existing branding and website. To best address these needs, the Switch Video designed animated characters were placed on Inbenta’s homepage to draw attention to the website’s call to action. As shown in Figure 2, the video’s characters are in the visitor’s primary line of sight, compliment the company’s branding and connect visually with the visitor.
Inbenta used a lightbox format to showcase their video. A lightbox player, as seen in Figure 3, enlarges the video, making it the primary focus of the viewer’s attention and dims the background, giving the page an almost theatre-like quality. Video lightbox is more engaging than a static player and has been shown to increase conversions by up to 20% when compared to traditional static video embedding. Inbenta’s use of this technique focused viewer attention on the video, rather than the surrounding text and images, resulting in a stronger understanding of the content and a higher conversion rate.