Seniors looking for community living spots were checking out BrookdaleLiving.com, and here’s the twist they didn’t see coming.
First move: they slapped a pic of a smiling elderly woman on the landing page. Next move: switched it up with a 1-minute 56-second video.
Surprise, surprise… the pic clapped back, scoring 3.92% more clicks than the video, raking in over $100k more in sales.
Wait, what? Isn’t video supposed to be the GOAT in these situations? 🧐
Here’s what went down:
- Their folks were all about quick and easy – no time for buffering.
- The target crowd had slower internet vibes, so video just ain’t it.
- Most seniors aren’t vibing with “new” tech or autoplay surprises, so they dipped as soon as the video popped up.
Moral of the story? Always know who you’re vibing with. 🧠💡
Source: vwo.com