A website spokesperson is a borderless professional speaker or yourself featured on a website to communicate a unique message to your visitors. There is often no play button and no download countdown to start the spokesperson. The spokesperson starts talking as soon as the website finishes loading. Website spokespeople utilize “borderless technology†which means the video can be seamlessly layered on top your website and make it look like a part of the design. The person will look like they are floating on your website, giving a three dimensional perspective. The time duration of the spokesperson is typically 30 – 60 seconds long.
Just like other elements on the website, if a spokesperson is not executed properly, it will have adverse effects on your website. It is important that the spokesperson’s script, speech, actions and message are well planned out before hand. Having a clear smooth running spokesperson is a must in all projects.
Stats
Based on research by squidoo.com, studies have shown that most people leave within 8-10 seconds of visiting a site. A website spokesperson can overcome these tendencies for people to leave soon if executed properly. Their research has shown their bounce rates decreased to fewer than 20% after installing a spokesperson.
Charlestomls.com added a live spokesperson on their website and the bounce rate dropped from 66% to 24%.
Research from Studios1.com found that adding a quality spokesperson has increased sales by up to 500%.
A well executed spokes person can/should:
- Increase visitor time spent on your site
- Increase site’s conversion rate
- Explain your company’s products and/or services in a more engaging way compared to text
- Creates interaction between user and website
- Direct visitors’ attention to appropriate sections or features of your website
- Help a website standout and get noticed
- Create a more lasting impression
Tips on creating a high converting spokesperson:
- Have a well planned out script
- Consider the size: Having an overly large spokesperson appearing may scare off users, having a tiny spokesperson may get ignored and mistaken for an advertisement.
- Choose the appearance of the spokesperson based on what would be most suitable for the target market
- Take note of the language used in the message – does it contain jargon or slang that may or may not appeal to your target market
- Ensure that your company’s message is well communicated and allows the visitor to be able to be directed to your product
- Take note of the volume, is a user landings on a page and is blasted by a loud speaker, they will most likely exit your website
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- Always allow 100% user control. Let the user control the volume of the speaker and allow them to close or pause the speaker on demand. It can be frustrating for a user if they are reading an article and someone is chattering in the background.
- Location: take note of WHERE you put the spokesperson. Make sure it doesn’t cover up valuable content, images or call to actions. Openvision.com is a good example, they have allocated some free space for their spokesperson to be situated so that it doesn’t block out content.
How is it executed?
- The agency will film and help direct the spokesperson which will take from 2 weeks to 4 weeks to complete depending on complexity. They will then code the video and then provide a line of JavaScript code to insert into the site. Either yourself or the Spokesperson providing agency can position the video via the style sheets.
Costs
There are many agencies which offer website spokespeople. Most agencies will shoot the commercial with the model and script of your choice. Prices range from $200 – $900 for 15-30 second videos. Some agencies charge a set-up costs.
Providers
There is much more providers based in the US rather than Australia. Some providers based in Australia include:
- www.webpresenter.com.au
- www.filmtime.com.au
- www.pravasiweb.com.au
- www.vspworldwide.com (services worldwide)
