Interviews with Digital Media Thought Leaders

Converting Website Visitors into Customers

Podcast Video | Posted by Phil Leigh on October 13, 2008

If you would like to learn how to convert website visitors into customers, this interview is for you.

Our guest today is Benoy Tamang who is the Founder of Sapha. First, we demonstrate one of Sapha’s tools termed a “Hook Tour”. This is followed by an interview with Benoy about the tracking statistics that accompany the tool. Hook Tours are short customized interactive videos that Sapha prepares to explain your website and trigger visitors to register for more information or buy merchandise.

Many of us put considerable effort in trying to maximize website visitors, but we’re only converting one – two percent into clients. One way to do a better job of conversion is to provide a three-minute animation that explains our products and services and concludes with a prompt to get the viewer to “sign-up” for more information, or even trigger a transaction. The Hook Tour is designed to accomplish just such a result.

Websites contract with Hook Tour to have them prepare the video animation. The video is customized to the product or service of the underlying website. Hook Tour customers do not have to create it themselves, but have the authority to require changes until they agree that the video is satisfactory to be posted to their website.

Not only does Hook Tour host the animation as Software-as-a-Service (SaaS), but it also provides detailed tracking data about the viewers who watched. That way the customer can tell how long the viewer looked at the video, which ancillary items (e.g. associated white papers, etc.) he downloaded, and his contact information.

Websites contracting with Hook Tour may choose from two pricing models. One includes a set-up fee and a monthly SaaS charge for the tracking data and video streaming. The second has a smaller set-up charge, but collects a fee on each “visitor conversion” that is above the baseline rate of the website prior to engaging Hook Tour.