Why Replacing Text With Video Sales Letters Can 10X Your Landing Page Conversion Rates

Why Replacing Text With Video Sales Letters Can 10X Your Landing Page Conversion Rates

In the race for attention on the internet traditional marketing that relies on text is fading away. With the current generation of consumers having smaller focus spans that goldfish do, top-quality movies are the most popular method that will truly connect and attract potential customers more effectively than text.

This is applicable to advertising creatives and landing pages.

Many affiliates are used to incorporating video ads into their funnels for campaigns, but it’s on landing pages that they can make their magic. It’s been widely recognized to be true that Video Sales Letters (VSLs) are more effective for landing pages. But, a lot of affiliates reserve them for exclusive offers. However, we want to inform you that VSLs are effective even when they promote discounts that are low in price and also on Shopify stores.

In this post we’ll look at the reasons VSLs are more effective than only text-based landing pages and the reasons they are worthy of testing for your campaigns. If you’re running Facebook ads as well as Google Ads, for affiliate marketing, e-commerce, online courses, or SaaS, using VSLs on your sales or landing pages can boost and increase the effectiveness of your campaigns.

Why traditional landing pages with lots of text fail affiliate marketers

The market for digital marketing is rapidly changing, and in 2020, we witnessed massive disruptions. Platform algorithms updates such as iOS 14 from Apple iOS 14, completely changed the game in a matter of minutes. Marketers needed to adjust quickly and develop with innovative methods to remain ahead the technological curve and maximize their effectiveness.

Unfortunately most marketers are heavily relying on static landing pages designed with old expectation and assumptions. Today, people are less attentive than goldfish. While text was a powerful way to communicate worth in the past, consumers today want engaging and emotionally stimulating experiences that encourage them to take quick purchasing decision.

Texts that are long and lengthy do not resonate anymore in a world where images video, images, and social sharing have greater impact. Texts can be boring and educational instead of thrilling and motivating. It presents the benefits of a certain topic instead of engulfing viewers in an engaging story. This means that the rates of conversion for funnels that are based on text tend to decrease or level out in time.

What is the reason VSLs (Video Sales Letters) are the answer

VSLs are the solution to the issue of landing pages with a lot of text that are dull and boring. Instead of overwhelming users with many words, VSLs use storytelling that draws the attention of all senses. They substitute long paragraphs of text with narration videos that take viewers on a their own journey, giving them genuine solutions to their issues. They have three main benefits:

  1. credibility:When viewers hear directly from experts, customers or founders on the video they create a greater feeling of confidence and authority, rather than reading text.
  2. EmpathyVSLs make use of relatable narratives to draw the emotions of the viewers. They focus on the difficulties and difficulties that people confront which makes viewers feel a greater sense of connection.
  3. The motivation:The dynamic nature of multimedia within VSLs is a great way to engage the viewer. It allows them to understand and connect with and seek out solutions in ways plain text can’t do.

The best VSLs ensure that potential customers feel valued and inspired to act. They incorporate strategic elements, such as chapter timestamps, which encourage exploration without causing any obstacles or barriers. In general, VSLs help prospects to the next step in their buying journey with less friction. If they are tested properly and improved in time VSLs generally outperform regular text-based landing pages.

Expert opinion of Alex Fetodoff

Q: You’re among the first marketers to advocate using VSLs to promote online products sold on Shopify stores. What is their effectiveness?

AA Video sales letters (VSL) is highly effective in selling products, regardless of whether it’s a short or long format. Personally, I enjoy everything from quick one-minute pitches to more lengthy 20-25-minute educational presentations. It’s all about what you’re selling, what your market is, and the products you provide.

Q: Which conversion strategy do you consider to be the most effective, particularly in the context of Facebook Ads? How can you incorporate VSLs into your funnel?

A: Here’s my breakdown. It starts with the Video Sales Letter (VSL) advert. It’s usually more lengthy since you’re trying to inform your customers. Education is the key. For instance selling an account. It’s not solving a need by itself, and I prefer products that solve specific problems because they’re simpler to market. If there’s a problem such as wanting better skin, you can present the reasons why prior solutions didn’t work and the reason why your product is superior. Differentiation is a crucial aspect in marketing and it starts with the VSL offering plenty of space to educate customers.

They are great as you can argue the reason why other products did not work. For instance, you can demonstrate why the majority of collagen products aren’t effective and provide evidence to prove your argument. After that, you can introduce your product as a game changer by describing its distinctive features. You can assure your customer that there’s no risk, by highlighting the policy of refunds.

The goal of the VSL is to ensure that the clicks you receive are of a high quality. Advertisements with clickbaity images might attract interest, but the main issue is: will they be converted? This is where longer-format VSLs step in.

After clicking, you’ll be able to access an advertisement landing page which is usually story-based or focused around innovations or a crucial ingredient in the product. The information is based on the knowledge of the VSL. Then, a third pre-sell page provides more evidence and explanations. Often, it features an authority figure, such as an expert doctor, to strengthen the credibility of the product.

Then, there’s the sales page with two or three order bumps in order to boost the average order value (AOV). This may include shipping, or additional items included with the primary product. The aim is to maximize the AOV.

Post-purchase, one-click-upsells or one-time deals keep the sales process going. Each of these phases including upsells, requires VSLs that last between 5 and 15 minutes. This technique transforms an item that costs $100 into 200 AOV.

This method allows you to spend more upfront to gain more customers that are guided by statistics. Many people make the error of focusing on their personal preferences, instead of focusing on what the numbers indicate. It’s all about looking at click-through rates as well as conversion rates and making informed decisions. If the results aren’t positive or positive, then it’s time to alter the strategy or switch to an entirely new strategy or product.

An Record-Breaking VSL Case Study, as published by Marisha Lakhiani, Chief Development Officer Mindvalley

Marisha Lakhiani, the Chief Growth Officer at Mindvalley

Mindvalley was faced with a significant problem when their campaign’s metrics dropped by 60 percent. Determined to improve the situation she conceived and implemented a thorough test and optimizing process to improve the performance of their VSLs. Mindvalley was previously relying upon traditional texts and lengthy educational webinars to fill their funnels for sales. However they made a deliberate change to focus on VSL campaigns that were focused on the specific issues that clients were desperate to find solutions to.

The results were astonishing. One optimized Founder VSL resulted in more total revenue than their previous efforts. Engagement rates soared when VSL-led funnels simplified interactions and dramatically increased conversions on the same day in comparison to longer texts-based travels. Mindvalley’s constant tests of the A/B version of VSLs resulted in exponential growth via price adjustments, enhanced offers and other improvements.

Mindvalley’s annual revenues soared by $150 million — a astonishing 10x increase. In addition, the lifetime value of customers and retention rates revealed that VSL customers have a higher lifetime value. Within a short time, the business not only regained lost ground, but also achieved unimaginable levels of accomplishment.

Marisha described the method in these terms:

Q What kind of outcomes were the results Mind Valley achieve by replacing the sales funnel that was based on webinars with VSL funnel? VSL funnel?

A:We saw amazing results after we changed from webinars instead of VSLs for sales. The old method of using webinars required about an entire week to sell and did not perform as well in the long run. However, once we began using VSLs they allowed us to sell more quickly often within one day. One VSL campaign brought more revenue than all our webinars. This has helped us increase our revenue per year between $30 and $150 millions which is an enormous growth.

Q What could optimizing their mobile experiences for their VSL funnel affect Mind Valley’s measures?

A:Recognizing that mobile traffic constitutes a large percentage of all traffic, we conducted exhaustive tests to improve the mobile experience on your VSL pages. Instead of just utilizing an adaptive page that was a desktop site We created mobile-specific layouts and examined them head-tohead with the typical mobile site. The optimized mobile page saw an increase of 31% in the value per click and the desktop-optimized page had an increase of 39. This indicates that creating a positive user experience for mobile devices can enhance important measures.

Q What did you discover by testing various videos hooks and intro styles for your VSLs?

The We had great success using a variety of hooks that entice viewers at the start the VSL videos. The two most successful videos were those which featured the presenter in a stage, giving the information as a speech, and videos which included an “dream story” painting a scene of the lifestyle the customer in question wants to. The live-streamed videos established credibility and authority from the start, while the dream story captivated viewers and resulted in an instant emotional connection. This hook boosted the ROI on advertising by more than 150 percent and reduced the cost per acquisition by 20percent in comparison against other types of hooks.

Q What did changing the speed of VSL videos impact Mind Valley’s conversion rates?

AOne unusual tactic we have found to be efficient was making our sales videos faster by 1.3x. While some associates and video editors may find this to be odd however, it was a success for us. We noticed dramatic improvements in the click-through rate, view time, and ultimately our ROAS I believe this is due to the fact that viewers are used to watching shorter, more rapid videos on platforms such as TikTok and Instagram. In adjusting the pace of their content to the pace users are familiar with, we saw superior outcomes. It’s vital to test out new ideas even if they appear to be unusual.

The implementation of Marisha’s VSL framework to achieve 10X results

In order to replicate the success of Mindvalley with VSL optimizing landing pages, Marisha advised the following top practices that she had observed in her own experience:

  • Narrate stories told by the expert or founder: Instead of using text in plain form, you can use stories that are narrated by a relatable founder an expert. This increases trust and gives it a more personal touch.
  • Be focused on the problem-solution model Begin by addressing the challenges your audience has to face, and then show how your solutions will help. Your message will resonate with your audience.
  • Utilize relevant images: Add images, screen shares or edited videos and images to help make your stories more interesting and fascinating.
  • Break it up into digestible parts Break your VSL into smaller segments that last between 2 and 5 minutes each. This makes it simpler for viewers to follow and keeps them interested.
  • Try out different CTAs You can try different options after the video to motivate viewers to engage in a specific action. Check out which ones work best for engaging your audience.
  • Additional resources are available: Offer additional materials, such as second VSLs, eBooks, or other resources that can help your readers’ optimization journey.
  • Review important metrics: Look beyond the basic conversion rates and examine the metrics that really are important to comprehend the paths your customers take and motives.
  • Always continue to test and be prepared to experiment with new concepts and develop. Consider VSL optimization as a continuous process to gain an advantage within your business.

If you follow Marisha’s VSL best practices, you will be able to use a an approach that is practical and that is backed by Mindvalley’s success in a case study. This guideline will allow you to attain more quickly and more efficient growth in all of your digital marketing efforts.

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