Dave Kaminski, a professional copywriter, videographer and veteran of direct response marketing recently measured several different online parameters to compare the marketing effectiveness of text versus video.

U.S. Broadband Penetration Hits 55%

Filed Under: Video Marketing

Tags: statistics

Kaminski takes issue with much of the statistics spouted about on how sites featuring video fair against sites using only text. He maintains that most data and claims come from major advertisers and internet marketers whose source and form make it virtually impossible to accurately correlate it to “marketplace realities.”

So, he decided to share the actual non-financial statistics from Google Analytics between a video site and a text only site. For the video site he used his homepage, webvideouniversity.com, which is a mix of video and text with about a dozen videos. For the text site, Kaminski used a site of one of his partners that is 100% straight text. Though it’s not in the same exact market as his site, it is of similar design and gets the same amount of traffic.

The results are as follows:

Bounce Rate (people who go to the homepage and leave without taking any other action):

Text = 87%
Video = 59%

Average Time on Site:

Text = 42 seconds
Video = 5 minutes and 50 seconds

Browser Used:

Text = 76% Internet Explorer, 20% Firefox, 4% Safari
Video = 43% Internet Explorer, 53% Firefox, 4% Safari

Operating System:

Text = 92% Windows, 5% Mac, 3% Other (Linux, iPhone, etc.)
Video = 79% Windows, 20% Mac, 1% Other (Linux, iPhone, etc.)

Internet Connection Speed:

Text = 70% DSL or above, 24% Unknown, 6% dial-up
Video = 78% DSL or above, 21% Unknown, 1% dial-up

Although there were no conversions to measure between the text and video sites, Kaminski suggests that the comparative Bounce Rates and Average Time On Site statistics are strongly indicative that the video site will deliver better conversion rates.

Kaminski includes the Browser and Operating System statistics to illustrate a trend he maintains has been demonstrated in other web video statistics….“that people who watch online videos are actually more educated than those who don’t.” (He apparently bases this view largely on his preference for Firefox and Mac.)

He included the Internet Connection Speed stats to illustrate the point that…“the percentage of dial-up users online is so small that there is no reason to dumb-down the quality of your videos to accommodate them.”

Technorati Tags: video selling, website video

Video Marketing - How to Create an Earth Shattering Marketing Campaign With Videos

Benefits of an online video

Benefits of utilizing an online video can be phenomenal and making it a significant component of your marketing mix is always a wise move. It is by far the most ideal platform in order to keep your audience engaged and get the message across with a stronger and meaningful impact. This way; visual text, imagery and audio all come into play together and create the much-needed impact. This impact cannot be achieved with the traditional Internet marketing strategies.

Furthermore, creating an online video does not necessarily entail heavy investments and can deliver great Return On Investments. The trick here is to create highly relevant and meaningful videos, keeping in mind the length of the video, the content, quality and most importantly the relevancy. It should keep the audience engaged while delivering as much accurate information as possible in the most comprehensible format.

The goal to be achieved

Keep in mind that the goal of creating and marketing an online video is to offer indispensable information or resources through your video and conveying your message in the most effective manner possible. It is always a good idea to weave some humor into your videos clubbed with real life experiences and/or customer reviews. This creates the intended impact without being overkill as with most textual marketing formats. Another secret formula that comes into play is the thumbnail. A thumbnail is the single image that represents your video. The thumbnail should peak the curiosity of the visitor and capture his interest, in order to increase the click through rate of your online video.

Fabian Tan is a well-known Internet Marketing expert and the author of the popular 51-page Report:

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Technorati Tags: video selling, website video