This post continues the response to "Do people respond favorably to those video ads that start talking to you on page load ('Nothing makes me flee a page faster.')?" started in What's the best use of sound files Online? (part 5).
We left off with "... 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." and continue from there...
Somewhere in the middle of the chart are people doing research, talking themselves into or out of a purchase (conversion), and the like. Here's where it gets a little dicey, in my opinion.
Is the visitor talking themselves out of a purchase? Then perhaps a video extolling the virtues of a conversion is a good thing. Are they doing research? Then maybe they want the information the video provides.
At the high end of the visitor spectrum are those visitors who've already made the decision and are on the site for no other reason than to convert. Then, by golly, get everything but the "Buy" button out of their way.
The response "Nothing makes me flee a page faster" is indicative of someone who (probably!) comes to a website in an "action" state of mind, ie, a buyer. Nothing will infuriate a buyer faster than something stopping them from doing what they've already made up their minds they want to do, so get that talking head/video/whatever off the page and put a big, fat "BUY" button there instead.
This begs the question, "How do you know if someone is a buyer, a tirekicker or what-have-you?" and again, more to follow.
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