This post continues the discussion on the use of sound events in websites begun in What's the best use of sound files Online? and continued through What's the best use of sound files Online? (part 4a).
We're answering reader questions in this arc. First "Is it good practice to autoload a sound file?" followed by "Is there a difference between autoloading music versus other kinds of sounds?" then "Do people respond favorably to '...those terrifying floating and talking heads that are supposed to pass for inventive advertising'?"
This post will address "Do people respond favorably to those video ads that start talking to you on page load. ("Nothing makes me flee a page faster.")
The answer to this builds on the the floating and talking head response. Different generations will respond to this type of presentation differently; that's a basic rule. It's also true that this type of event will play differently between men and women. The greatest rule is very simple, though, and once again comes back to understanding the market to which this method is being applied. Let me give you an example.
The image on the right is a NextStage "Tirekickers to Buyers" Breakdown.
The specific activity being shown here is where visitors were in their decision making process regarding converting while on a site (this chart is an amalgam of some 30 sites in our system). As I wrote in Listening to and Seeing Searches, "Grazers are people who found your site by accident, although a search might have been involved. In traditional parlance, grazers are the people walking through the mall, looking in different windows but never going into any one store.
"Tirekickers are walking through the mall and going into all the sports stores, gathering information about golf clubs. They might not really want golf clubs, but they're looking at them anyway. ..."
Grazers, Tirekickers and other traditionally low-quality site visitors aren't in a rush and they aren't looking for anything in particular. Like someone walking through a mall and stopping to view a presentation at a kiosk, they're willing to spend some time listening to and watching an autoload video. (more to follow...)
» What's the best use of sound files Online? (part 5a) from BizMediaScience
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Tracked on: December 20, 2006 5:11 PM | Permalink to Trackback