Using Flash Tutorials To Increase Conversions… a $1 Million Idea?
By Anna Johnson on November 22nd, 2008Israeli startup company, EyeView, has raised anywhere from $500,000 to $1 million in seed funding to build technology it says will increase website conversion rates.
The big idea? Displaying short Flash tutorials - screencasts, video guides, or any rich media presentation - with a call to action at the end.
Presumably EyeView aims to make it easy for marketers to put together such tutorials, but if that’s the big idea… I don’t get it.
Technology is nice. Flash videos are nice. But a nice Flash video is NOT a guarantee of higher conversions! What will increase conversions is NOT having a Flash tutorial per se. Rather, it’s offering visitors something of value in return for which they are willing to take a specific action.
Will someone tell me what I am missing here? According to TechCrunch, EyeView says it’s able to improve conversion rates for internal website marketing campaigns by as much as 20 percent. Customers already trying out EyeView’s technology include Yahoo, eBay, HP, and Nokia.
Again, I ask: is it the technology… or is it the value inherent in the Flash presentation… that is the cause of the higher conversion rates? Given that it’s already possible to put together Flash and other rich media presentations, I have to wonder if the real benefit of EyeView’s solution is that it makes it EASIER to create Flash tutorials, rather than its ability to increase conversion rates.
November 22nd, 2008 at 12:36 pm
Its technology COMBINED with effective rich-media and video content.
But first and foremost EyeView is a technology company. Which is why leading VCs invested in it.
EyeView’s focus isn’t on making videos and flash tutorials easier. ITS ON MAKING SURE THEY INCREASE CONVERSION.
Making an effective video is just the first part of the process (which for the record requires a lot of expertise). But how do websites make sure teir video increases conversion?
By using EyeView’s platform (see video: http://eyeviewdigital.com/platform.htm ):
Serving (delivering) the video in the manner which suits the specific website and specific customer need (does a first time visitor need to have the same experience as a second time visitor, how long should the video be? In what language? With or without background music etc)- all these serving options and much more iare enabled through EyeView’s platform.
The platform than addresses the challenge of quantifiably identifying what is most effective for the specific website and user by enabling A/B split testing (giving different users different experiences and measuring the impact on website conversion).
Effective content + Smart Serving + Testing and analyzing = conversion.
November 22nd, 2008 at 7:43 pm
Thanks for explaining Tal. A solution that enables marketers to fully test their videos to improve conversions: now that is compelling.