We just went live with our video on http://grexit.com. Before we had this video, a new visitor to the site had to understand what the tool could do for them by the copy and some static images that we had on the home page. There were some problems with that:
- We found it very hard to convey what GrexIt could do for users without using copious amounts of text. No one wanted to read that.
- We tried a combination of text and some alternating images. Problem – How GrexIt can make your life easy is a larger story, and we found it hard to convey with some alternating images and a little bit of text.
- Our earlier attempts with text and images created a huge amount of clutter on the home page.
While we were getting more than 100 new visitors everyday on http://grexit.com on many days, a very small number of them were translating to registered users. Since we assume that we have built something that can be valuable to users, the only reason we could think of for vistors coming to the site and not registering while being in their right minds was that they did not understand what the tool could do for them.
We saw this as a big problem. Big enough for us to stop all our coding and marketing, and get onto doing something which would give us a better chance of conveying to a site vistor how GrexIt could make their lives better. We figured we needed this:- An engaging way of telling our whole story without the visitor dozing off. We wanted to talk about the problem we were solving, how we were solving it, and how cool our solution really was.
- Make sure visitors understand our offering correctly. That meant having a sharp and clear message on the site, which drew the vistor in immediately.
And this is what we thought we‘ll build:
- We decided to remove every item that did not make sense to a visitor within 15 seconds of them landing on the site. That meant the titles of our blogs and our twitter feed had to go. Why? Because why would a visitor want to know what we‘re saying on Twitter if they hadn’t first understood what we offered.
- Given we had to tell a story, a video was the best way to talk to the visitor. The challenge was to convey the idea to the visitor as quickly as possible, and without the chance of the visitor’s attention wandering off at all.
And you see the result of the train of thoughts mentioned above on our home-page. Coming next on our blog – Exactly how we created the video.