Designing the User Experience
Design is a beautiful thing. With good and clever design, you can seduce someone to change their behaviour. The key element in good and clever design is that it happens without coercion. A clear example of how design changes human behaviour can be found in speedbumps. Speedbumps are a designed object on a road that forces motorists to slow down. If they don’t, they might risk wrecking their car. This is an example of behaviour changing design with a negative reward. Examples with a positive reward can be found in abundance as well, just look at the experience points system in video games.
User Experience Design for Web
With good and clever web design, you can guide and streamline the behaviour of someone who is visiting your website. In a friendly way, you can seduce the audience to sign up for your newsletter, to share your blog or make a purchase.
One of the ways you can seduce your audience to spend more time on your website is by embedding a homepage video. Research has shown that embedding a homepage video can increase the time spent on a website by two minutes. In this day and age of high-speed media consumption, two minutes of someone’s time is extremely valuable.
Furthermore, research has shown that embedding a well-produced homepage video can increase conversion rates by 80%.
User Experience Design for Video
However, there is a catch. You can’t just embed any video. Just like you have to design a user experience on an website, you have to design the audience experience for your video as well. It is not just a case of pointing a camera and pressing record. In fact, within the first 25 seconds of your video, the audience will develop a positive or negative attitude towards your content.
It is not just the first 25 seconds that are important. YouTube has an interesting metric that you can use to analyse the performance of your video. It is called audience retention. This metric shows the percentage of your audience that continues to watch without clicking away. If you’ve got a 90-second video to convey your message, you don’t want to loose them early on. Research has shown that 95% is willing to watch a 60-second video to the end while that number drops down to 60% when we’re talking about two minutes of content
Working with a video production company
This is where design comes in. Do not assume that your audience will automatically like your content. Just as you would hire a user experience designer to develop a customer journey for your website, you should consider outsourcing the production of your homepage video to a video production company.
A video production company will analyse your business, your audience and your products to find out what the best approach is in your specific situation. You will receive a fully tailored and bespoke video that is unique to your business and your customers.
It is said that a picture is worth more than a thousand words. Just imagine how much a minute of video is worth. In fact, you don’t have to imagine. Research by Dr James McQuivey from Forresters Research has calculated that one minute of video is worth 1.8 million words.
Many thanks to Creative Tweed for inviting us to share our thoughts with you. I hope you’ve found a bit of inspiration to start and think about your own video content.
Kevin Pfeil is a director and producer for Film Division. A Birmingham based video production company; creating cinematic trailers for your business.