Conversion Rate Test

In the name of market research, your comments on these two videos we’ve produced for kitchen sink specialists would be very much appreciated. The only difference between them is the choice of music.
Sounds like a small difference, doesn’t it?
Each element of everything you put on a website will have an impact on your conversion rates. All of these add up to have a profound effect on how many visitors convert to a lead or a sale. This is a simplistic test, and also a bit of fun. It’s really to get you thinking about your own site and how you can break down elements to test people’s reaction. And the simplest way of doing that is to simply ask them (so watch the video and leave your comments below. Ta!)

The founder of Attwood Digital, Mark is a digital marketing veteran having been working online since before the dotcom boom. He created the world's first online skip hire service in 2003, has created multiple online courses, lectured on digital marketing and even written a book on the subject. He is also an ICO advisor and crypto-enthusiast.
  1. The choice of music can make a huge difference to a commercial or promotional video, but you definitely need to know your target audience.
    For example, in these videos I would imagine the first video is aimed at people with a fairly laidback attitude, maybe baby boomers, who are looking for good quality kitchen sinks, who like high quality products but are more concerned with lifestyle.
    The second video seems to be aimed more at people who like the finer things in life and are prepared to pay for them, perhaps buying more to keep up an image than for the practicality.
    The second video also suggests a higher cost. The music in both suggests you are buying quality and something you couldn’t get at B&Q!

  2. The classical music’s the winner. I’m off to download it for my ringtone now!

  3. prefer the second choice of music, I think it has more prestige.

  4. Interesting comments. Thanks everyone.
    You all point towards the idea that the second piece has more prestige, and that is certainly why it was chosen to target the current audience of (and I’m quoting Stephen Thompson, MD of “women who live in vicarages in Oxfordshire”. The first piece was chosen to test the potential of broadening the audience to include a slightly younger, high disposable income bracket (which would be good for both short terms sales and longevity of the business).
    I was once head-hunted by The Daily Telegraph to help them create a “Student Extra”publication to try and capture a younger market because, despite being the best selling broadsheet by a long way, most of their readers were rural peope in their mid-sixties. Their readership was literally going to die off!
    This is what we’ve got in mind here, without losing the perceived (and actual) quality. This is why we used tracks and a boom to create that smooth kinetic energy.
    We’ll soon know which works best, as the market will tell us.

  5. Oh, forgot to ask – please feel free to pop over to youtube and rate the vids. Thanks!

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