What Would You Tell A CPAP.com Visitor In A 1 Minute Video?

Howdy All,

As video streaming quality and speed improve, more businesses are using "1 minute introduction videos" to tell you about their website and the services they offer.

It is pretty powerful if you think about it. Say you had only ONE MINUTE to tell a BRAND NEW VISITOR to CPAP.com who has never heard of it what it is and what it does. What messages would make the cut?

I spent an hour today having a first go at it. I focused on the "how to shop" angle and included some instructions for getting through MAP pricing. Here's my first run:

http://cdn.cloudfiles.mosso.com/c122201/v5.swf

Pardon the lack of pause or play buttons. Its a raw flash file. Open it in a browser if asked to download (though it should work by clicking) and close out the tab or window when you are done. The final would have to be wrapped by a player. But before that...

I'd like to hear what YOU would do with a 1 minute introduction video. What you do highlight and why? Shopping experience? Customer service ? FAQs? Videos? User reviews? Selection? What is most important to you as a user, and what were you most wanting to know the first time to stumbled onto CPAP on the web?

Thanks!
Johnny

Thats a good idea.

I surprised you didn't mention the advantage of return insurance that cpap.com offers.

But then again you have one minute

I had it in there and was running 1:20 instead of 1 minute. I could ways say "welcome to the tour" instead of "welcome to the 1 minute tour" - but that gets messy!

Focus on...

-why you (the viewer) may need these products
-customer service

Keep it very simple and do not try to cram more in than can be absorbed.

i agree with paul-keep it simple and don't try to overload.

a key is to make the first time visitor comfortable yet inquisitive. make them feel welcome. draw on that curiosity.

when a person is comfortable and not put off they are likely to return even if they don't buy. even if they don't they may refer others that do.

the video is good but it focusses on one thing - masks, and how the site works. must computer users will figure that out on thier own.

perhaps instead of focussing give a quick overview of all the product categories and the many manufacturers products you carry.

everyone likes to select .the more selection you emphasize agin the more curiosity factor - and more surfin.

could be a diamond in the rough just polish it up.

I didn't view the video but I think you should definitely highlight the comfort and travel accessories that a lot of people new to CPAP don't know about.

Paul56 wrote:Focus on...

-why you (the viewer) may need these products
-customer service

Keep it very simple and do not try to cram more in than can be absorbed.

Agreed. Sell the company and let the products and their reviews sell themselves. The site is pretty intuitive, as long as you read it carefully.

You could save a little time by saying "call our toll-free number" instead of dictating the entire phone number. It's displayed very prominently on the website, so just mentioning it ought to be enough to guide the shopper, who's probably going to end up looking for the number anyway (probably not going to write it down while watching the video). Also, I understand what you're trying to do by explaining that some companies have minimum posted price policies, but I'm not sure it really comes across; it's clear that clicking on the link shows the real price, but if I didn't already know about this quirk from other Internet shopping, I don't think I would understand from that quick explanation, and it would still seem like some sort of sneaky, hiding-the-price maneuver. Can you get away with saying something like "in many cases, CPAP.com can beat the manufacturer's minimum price" as you click through the link?

Things that are important to me are customer reviews, return insurance, price matching policy, and fast shipping. I can hardly believe in this day and age that I still end up waiting 2-3 weeks for delivery of items I order on the Internet from some companies, and if I were suffering with a CPAP mask I didn't like and waiting for my new one, fast delivery would be even more important.

I would mention the outstanding customer service- and highlight that the phones are staffed by cpap experts. I like that you included "without the insurance hassles" because the DME I am required to use with my insurance is worse than worthless. Also, the quick shipping time is very important. This is a great idea to put the video on the website.

It may be worth mentioning that you offer overnight shipment, and you can have your equipment the day after you order it, for those in a hurry to get started like I was. My machine made it in about 26 hrs after placing my order.

Thanks Johnny!

Georgio

Fuzzy and Paul hit it on the head! with only one minute to wow the potential customer the focus should be on the features offered a cpap.com. here is an example

product assortment
price match guarantee
customer service
support

emphasize these and close with a link to important information on the treatment of sleep apnea. This shows that the company cares about the patients and will promote the user to add cpcp.com to their favorites like I did.

I would mention helping to learn the new "life style". Mention how the collection of info at the forum helps. That I know of, not many have a forum associated with their website. Esp. such a helpful forum.

Wishing you the very best.

Johhny - a great idea

My humorous reply is I would use the 1 minute convincing them why they need to see the 10 min video I have to show them

Danged if I know what else can be got across in 60 secs

DSM

Howdy,

Thank you all for your feedback! Here is my original script, which I'll be adjusting based on the advice here:

http://etherpad.com/V9vo1NxNGa

Here are my take aways:

It is less about the shopping process and more about the advantages of shopping HERE vs. somewhere else. Both CPAP.com vs other internet retailers and CPAP.com vs. DME.

Features that visitors value about CPAP.com are: customer service, price match, return insurance, user reviews, selection, equipment unique to CPAP.com like comfort and travel accessories, fast shipping, overnight shipping

Don't take time in the video with things people can look up or see prominently on the page already (like the phone number)

Simplify the navigation of MAP. I'm not sure where the lines are for video discussion of MAP, I will find out.

It is tempting to get into the CPAPtalk stuff but if someone is hitting CPAP.com for the first time, I think they just want to figure out of we're going to make finding and buying CPAP.com stuff easy or not. I do like the life style concept and CPAP.com's role in adjusting to the new lifestyle.

I'd do better better with a 10 minute video, but if was easy, everyone would do it.

Here are the quotes I'm basing these take aways on:

fuzzy96 wrote:the video is good but it focusses on one thing - masks, and how the site works. must computer users will figure that out on thier own.

Tcamillemars wrote:I like that you included "without the insurance hassles" because the DME I am required to use with my insurance is worse than worthless.

fuzzy96 wrote:perhaps instead of focussing give a quick overview of all the product categories and the many manufacturers products you carry.

Tcamillemars wrote:Also, the quick shipping time is very important.

Georgio wrote:It may be worth mentioning that you offer overnight shipment, and you can have your equipment the day after you order it, for those in a hurry to get started like I was. My machine made it in about 26 hrs after placing my order

Catnap wrote:You could save a little time by saying "call our toll-free number" instead of dictating the entire phone number. It's displayed very prominently on the website, so just mentioning it ought to be enough to guide the shopper, who's probably going to end up looking for the number anyway (probably not going to write it down while watching the video)

Catnap wrote:Can you get away with saying something like "in many cases, CPAP.com can beat the manufacturer's minimum price" as you click through the link?

GumbyCT wrote:I would mention helping to learn the new "life style". Mention how the collection of info at the forum helps. That I know of, not many have a forum associated with their website. Esp. such a helpful forum.

dsm wrote:My humorous reply is I would use the 1 minute convincing them why they need to see the 10 min video I have to show them

I will write another script on that etherpad link, re record and post another one! Thanks again!

Johnny

Sleepy Taz wrote:Fuzzy and Paul hit it on the head! with only one minute to wow the potential customer the focus should be on the features offered a cpap.com. here is an example

product assortment
price match guarantee
customer service
support

emphasize these and close with a link to important information on the treatment of sleep apnea. This shows that the company cares about the patients and will promote the user to add cpcp.com to their favorites like I did.

I agree with this. I would specifically use the phrase "outstanding customer service". It is what it is... So call it that.