While I won’t take credit for the automated 4-step video process, I’ve definitely been using and publicizing my use of it for a while and have seen many sites follow suit.
It involves offering 4 free videos in exchange for name, e-mail, and sometimes a couple additional questions in drop-down menus. But be careful; generally, the more you ask, the lower your conversions.
But in our case, at Hearandplay.com, we ask for favorite style (like jazz, blues, gospel, r&b) and experience level (beginner, intermediate, advanced, teacher) on the front end. When the extended questions are perceived as a means to further enhance their experience, the prospect usually won’t mind and our conversions are consistent.
Once they’ve confirmed their e-mail, they’re auto-logged into our free member’s area where the first video appears. Underneath each video, we include surveys that collect even further information that will be used later on in the sequence. Based on custom “time on page” tracking, we are able to know if they’ve watched the video and unlock the next one sooner. On the other hand, if they haven’t been on the page long enough to watch the video, we send reminders for the next several days rather than unlock the next video.
My reasoning is if I can’t encourage them to watch free videos (that are powerfully helpful), I can’t expect them to pull out their wallets to buy anything. So I take consumption and the tracking of it very seriously.
Those who move through the sequence, taking all desired actions are promoted to receiving offers for our free introductory cds, paid supplemental workbook to those cds, home study course, and continuity programs.
The videos serve multiple purposes: Not only do they indoctrinate prospects with my perspective, principles, approach, and teaching style but internally tell me who’s worth more frequent follow-up, offline channels of communication, and personal attention from phone reps.
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