The viewer retention for your VSL (Video Sales Letter) paints a picture that needs improvement, but it's not necessarily all bad. Here's a breakdown and some suggestions:
Retention Analysis:
- High initial drop (60% in 1 minute): This is a significant drop and indicates a potential problem with hooking viewers in the first minute. Your intro might be too slow, lack a strong attention grabber, or not address your target audience's pain points directly.
- Steep decline throughout (12% at halfway): This suggests a pacing issue or content that isn't engaging enough to hold viewers' interest. The information might be dense, the delivery monotonous, or the video lack visuals or storytelling elements.
- Very low retention at the end (4%-3%): This could be due to a weak call to action (CTA), a confusing offer, or viewers not feeling the product/service solves their problem.
Is it normal?
A large drop at the beginning can be somewhat normal, but not to this extent. Ideally, you want to retain a higher percentage of viewers past the first minute. A gradual decline throughout is more typical, but the speed of your decline is quite steep.
Is it the audience?
It's possible your audience isn't qualified, but the high playrate (85%) suggests some initial interest. It's more likely a combination of audience targeting and the VSL content itself.
What should you do?
Here are some suggestions to improve your VSL:
- Stronger Hook: Start with a bang! Grab attention in the first few seconds with a powerful statement, question, or story that directly addresses your target audience's pain points.
- Engaging Content: Break down complex information into digestible chunks, use visuals like explainer videos or screen recordings, and vary your delivery to keep viewers engaged.
- Compelling Narrative: Weave a story throughout the VSL, showcasing how your product/service solves the audience's problem. Use case studies, testimonials, or personal anecdotes to illustrate the value proposition.
- Clear Call to Action: Make your CTA strong, specific, and easy to understand. Offer a clear benefit for taking action and highlight the urgency of acting now.
Additional Tips:
A/B Test Different Elements: Try different intros, CTAs, and delivery styles to see what resonates best with your audience.
Analyze Audience Demographics: See which demographics are dropping off and tailor your content accordingly.
Consider VSL Length: 23 minutes is quite long. Could you condense the information while maintaining its effectiveness?
Tools and Resources:
Video editing software: Use editing tools to improve pacing, add visuals, and create a more dynamic presentation.
Heatmaps and Analytics: Use analytics tools to see where viewers drop off and identify areas for improvement.
VSL Creation Courses: Consider online courses or resources on crafting effective VSLs.
By implementing these suggestions and analyzing your audience data, you can improve your VSL's retention rate and convert more viewers into paying customers.
