Have you ever asked how a certain product works, just
to be promptly answered with “Let me show you”?
Although a simple explanation may have been all you
were looking for, the on-the-spot demonstration probably
shed some light on key aspects of the product that
you weren’t aware of, and could have even led you into
making a purchasing decision.
This demonstration process actually happens quite
frequently in everyday life, and the virtual world is no
different. In fact, many online videos leverage the power
of demonstrations to explain a specific message to consumers,
which can lead to a boost in conversion rates,
a decrease in abandonment rates and an increase in
So how can your business start implementing
demos into its online strategy?
Let me show you…
The Idea Process
There are many ways that you can go about adding
demonstration videos onto your website. However, before
you take a look at some of the vendors, the first step
is deciding exactly what you are going to demonstrate.
According to JC Stites, CEO of Autodemo, a good
starting point is to identify a particular need that is going
to have a high return on investment — such as reducing
customer service costs, increasing sign-ups or reducing
For example, if a travel website is receiving an increase
of customer emails and phone calls with questions
regarding a recently launched service, the
company may want to create a demonstration that
shows their customers exactly how to use the new service.
The demo can be featured on the website and
launched in email and social media marketing campaigns
in order to help reduce customer service costs
and increase engagement.
It is also imperative to create a video that will stay
fresh for as long as possible, according to Erik
Kretschmar, co-founder of DemoFlick. This is especially
important to keep in mind when featuring time sensitive
content within videos, including website screen shots,
because if your site goes through a redesign, the demonstration
video that you put a lot of time and money into
can quickly appear to be outdated.
The Creation Process
After your company has identified a need in which a
demonstration could be useful, the next step is the
creation process. While some businesses might want to
take a do-it-yourself approach, others will want the help
There are a variety of video editing softwares
available for those who take the do-it-yourself avenue
— including Screenr, which allows users to quickly
create and launch screencast tutorials. (Visit
http://wsm.co/Sxz0qM) for a list of other video editing
However, companies that want a more polished
creative process should check out platforms like Autodemo
and DemoFlick. Both of these companies
work with clients to create a customized and personalized
video that can be viewed on all channels, including
mobile and tablet devices. With these
companies, the entire creation process typically takes
about three weeks.
Autodemo provides its clients with the ability to create
both long- and short-form videos. The long-form
videos are very detailed and can showcase multiple
products, while the short-form demos, which are called
AutoTips, can be integrated throughout a site. Autodemo
also gives clients the ability to translate screens
and voiceovers into more than 40 different languages.
“We come in and learn about your solution and
help you tell a compelling story about it,” says Stites,
Autodemo’s CEO. “We take the ball and run with it at
every stage, but we get important input from our clients
when we need it.”
On the other hand, users who choose DemoFlick
can expect to collaborate with the company through a
10-step process that incorporates scripting and storyboarding
into the production procedure. The company’s
demo video packages include motion design, sound
effects, background music and animations.
Measuring the Results
After a demonstration is created and launched, the next
step is measuring results.
While neither Autodemo nor DemoFlick’s videos
come with built-in analytics, both companies recommend
that clients implement their own Web analytics
tools to track results. However, another way that companies
can monitor results is by including a survey at
the end of the demo to gather feedback from customers.
In fact, one of Autodemo’s merchants did just that,
and the results revealed that 91 percent of the 7,000-
plus customers who were surveyed found the demo
useful, while 87 percent claimed they would also view
demos for other topics.