February 25, 2016
Once you decide to invest in some video testimonials, you’ll have a lot of decisions to make. How will you go about getting these rave reviews? What will you offer your customers in return? And how exactly are you supposed to pick the best video to put on your home page?
All of these questions aside, there’s one trick that can triple your video testimonial conversion rate, and you don’t have to do any extra work for it, either.
Of course, there are a lot of things you can’t control, like what kind of submissions you might receive from your customers, but there is one thing you can do to narrow down the most likely successes — even if it’s a little uncomfortable to talk about.
Without making any judgments about men and women, studies have shown that video testimonials featuring males convert better.
In fact, one instance showed that a female-narrated video converted at under 3%, while a male-narrated video converted at over 9%.
But it’s also worth noting that while male narrators tend to have better conversion rates, this isn’t always the case.
If you’re selling a product geared towards women, it’s likely that having a male in your video won’t be all that effective.
None of this is to say that you’re always better off choosing a male or a female. Instead, the key takeaway is that you should always test this variable just like anything else you would split-test in your marketing.
Which gender converts better for your business? The answer may surprise you, but the potential return on investment is worth the test!