How InfusionSoft Lost to Convert Kit: Video is Power

Over the last month, I've been tirelessly searching for an email marketing tool to use for the backend of Amanda Horvath Productions. During my research, the power of video was extremely apparent. In this blog, I outline my experience with choosing different platforms and highlight the psychology behind video and decision making.

Let the research begin!

MailChimp is the one that seems to be most commonly discussed so I started there. I opened the site and was greeted by a basic, but clean design. The image of a computer made it obvious it was a email marketing platform, but other than that, I didn’t get much of an impression at first glance.

Next was InfusionSoft. I had heard great things from almost every podcaster so it seemed like a safe bet. I was greeted by an extremely boring and very corporate layout that didn't seem to match their “small business” target audience. Their good reputation kept me on the site for a second longer but after one quick look at the price, I was happy to keep looking.  

Click to visit MailChimp

Click to visit MailChimp

Click to visit InfusionSoft

Click to visit InfusionSoft

I continued my research by googling email marketing platforms and several more came up:

Boy am I sick of reading!

It quickly became apparent that each site offered similar features and it was extremely difficult to make a decision without being able to view the interface and try out the product. I was not able to sign up for a million different trials so I decided to google what others were using. After reading about five blog posts, I was no further along on making a decision. Everyone had their own opinion and each platform seemed to have satisfied and unsatisfied customers. The decision would ultimately come down to my preference. So I kept looking.

Video: A site for sore eyes

One review mentioned Campaign Monitor so I pulled that site up next. And boy oh boy was their site a beauty for sore eyes! It had a video that autoplayed. I lingered for a second to watch the video and see the satisfied customers using the interface. The interface offered customization and a drag and drop interface. The pricing seemed very reasonable so I decided to make this my number one choice up until this point. I exited out of the millions of other tabs that I had opened.

My next discovery was Convert Kit. I was greeted by their target audience: "Email Marketing for Professional Bloggers". That wasn't quite me, but right underneath this clear messaging was a demo video with that lovely sideways triangle, just asking to be clicked! I smiled and clicked it. The video was 5 minutes and 40 seconds. Did I watch the entire thing? You bet you I did! After 5 minutes, I was super impressed with the features it offered and felt I had a full grasp on the platform. I hesitantly clicked the pricing page to see how much my love would cost me... $29 per month! I was sold! My decision was made!!

Click to visit Campaign Monitor and view the background video

Click to visit Campaign Monitor and view the background video

Click to visit ConvertKit

Click to visit ConvertKit

The Purple Cow Syndrome

So I may not have made my decision the day that I was researching, but Convert Kit stayed at the top of my mind. You know how you decide that you want a new car and suddenly you see that car everywhere? You never saw it before but now you can't escape it! Once I set my mind on Convert Kit, it kept popping up everywhere. The video had captured my attention long enough to make a lasting first impression then the positive reviews and mentions of it on podcasts and blogs solidified my decision. 

Takeaways

  • Autoplay video immediately grabs your attention (not to mention it's very easy to do!!)
  • An in depth brand video (outlining services and showing your product/service visually) is even more powerful than an autoplay video. Having both is the best.
  • Browsers will watch a video longer than 2 minutes if the information saves them time elsewhere.
  • If your potential customers have to research you vs. other businesses, video is key to grab their attention.
  • Adding a video to your site makes a customer 64% more likely to buy a product or service.
  • Maybe it's time to add a video to your site? 

Have you researched anything lately where the power of video was apparent? Comment below!