The Simple Science of the Dynamic Response Video

Last time we talked about responsive websites and videos. This time I’d like to take that concept to the next level with dynamic response videos.

What is a dynamic response video?
This is where the user watches to a certain point, then the video stops and a static message is displayed requiring the user to take some action before the video proceeds. Usually the message is in the form of a choice between two options. More than two and it is less likely the viewer will take any of the choices.

Each of the two choices is represented by a button or just some text. Let’s take the example of a sales video for a stock market trading program. If you are just starting out, you may not have a strong handle on who your best prospects are. For example, if your prospect is very experienced you don’t want to risk losing them by pitching your educational content too low.

On the other hand, if they are rank beginners you don’t want to lose them by including industry jargon that might turn them off. One way of solving this problem is to display two buttons near the beginning of the sales video.

You might say something like this:
“Before we continue, let’s find out about you. How would you describe your knowledge of the stock market?”

One button reads “I’m an experienced trader”. The other button reads “I’ve never traded before”. The viewer makes her choice and that triggers a brand new video segment, more closely tailored to the viewer’s interest level. When the viewer remains interested, he’s more likely to watch the video to the end, and thus the sale is more likely to be made.

How much more likely? Marketing funnel expert Todd Brown, advisor to online stars like Brendon Burchard, reports that conversion rates can typically go from 3% to 17% when dynamic response elements are included. By the way, I trust Mr. Brown’s numbers. I know him pretty well. He runs thousands of marketing tests for his clients year-round, and he’s very excited about this concept.

But it’s not just about sales!
What we’re really talking about is increased engagement with your content. All your content. The more your viewer consumes, the more benefit they get from it. And that makes them more likely to buy from you again.

So this works just as well for pure educational content as it does for sales content.

The Pro version of the Yuvid player gives you the ability to create dynamic response sales or education videos. Definitely worth a try if you want to boost your response rates by 100% or more. Alas, I don’t have an example to share yet, as my voice gave out just before we launched.

What is the sound of one vocal cord clapping?
Speaking of which, Inner Circle members and coaching clients have been amused by my gravelly voice that actually IS the sound of one vocal cord clapping. I’ve seen that on the doctor’s video screen. The voice reminds them of…someone else.

Anyway, that inspired video producer David Schaefer to create this movie poster…

Stevie wants to make this into a movie. I’ll be happy with a dynamic response video.

See? There’s always a silver lining.