The First 2 Seconds

If you have an asset that is spectacular but is only seen by 10% of site visitors then you’re the one at fault (because you are failing to use your asset).

For Owlet their core asset is a 3:40 minute video that starts off with 3 mothers describing how Owlet saved their baby’s life.  But Owlet doesn’t bury this video under “How Owlet works” page.  No, when you land on their site the video appears as a popup and autoplays:

Owlet_Popup_Video

That’s right, they are breaking a carinal rule of video plays: always show video in pause mode and let the user decide if they want to see it.  But the marketing team at Owlet aren’t fools; they know once parents watch video they are way more likely to buy so they’re breaking a made up rule for better conversion rates.

This post has 2 lessons for marketers:

1: Don’t ever let your trump card remain hidden.

2: (Marketing) rules are meant to be broken.

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