Video popovers to boost sign-ups?

Last week, we wondered if popup subscription boxes justified a comeback. The premise behind reconsidering popups is the tacit admission that many people just don't "see" the subscription form or sign-up links on your website.

So if the real problem is the invisibility of your sign-up box/links, what else can we do?

There's a remarkable paucity of advice on designing subscription forms / links / copy to get attention, though I daresay there is much to learn from broader web design concepts.

But how about using animation to draw attention to those sign-up features?

We read continually about the popularity and acceptance of video and animation on websites, yet you don't see such tactics used to highlight the opportunity to sign up for email.

I was alerted to the possibility on visiting the website of e-newsletter expert Michael Katz, where he "walks" onto the screen, introduces the site and points you right at the subscription link. Go see it in action!

I asked Michael why he decided to introduce the animation. Here's what he told me:

"I think that adding video, particularly in full body, non-talking head format, is a nice way to add some personality and a personal touch to the site. And, because it's so attention-grabbing, it's an easy way to draw attention to a particular aspect of a web site."

"In my case, where getting people to sign up for my e-newsletter is my site's primary purpose, it allows me to mention the newsletter and even show them exactly where on the site they'll find the sign-up button."

As with Popups 2.0, the trick is likely to be in implementation. All the issues we discussed for popups (triggers, frequency caps, impact monitoring etc.) apply equally here.

Anyone seen any good examples? Is this an idea that could / should catch on?

Permalink | November 03, 2008 | 3 comment(s)
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3 Comments:

Michael Katz is always on the cutting edge of creativity and I hope he continues to be so.

My problem with this approach and with the old fashioned pop-up is the interruption of the main reason I visited the site. I was reading and he walked right into my article and blocked my ability to read when there was plenty of orange side bar available for him to stand in.

There needs to be a balance between winning somebody's attention and annoying them. Interrupt advertising is often disliked. Creative and compelling advertising is usually viral and applauded.

I do hope somebody tests both sides, the interrupt and the creative compelling before making decisions.
By stefan, on 05 November, 2008

Thanks Stefan. Yep, I think there is a fine line between interruptive/annoying and enlightening/creative. One which may differ for each visitor to your site. So testing has a lot of value and also taking a conservative approach initially if you do go down the popup/animation route.
By Mark Brownlow, on 05 November, 2008

Good point Stefan. I actually do have options -- where I stand, how long the delay is before the video speaks, whether it starts automatically, etc.

I figured that with a skinny bald guy waving his arms and speaking out loud, you'd be too distracted to just keep reading anyway. So yes, a bit in your face, but only 20 seconds or so.

But you might be right -- moving out of the way might be worth a try for a while.

Michael Katz
By Michael Katz | Blue Penguin, on 10 November, 2008

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