Seniors Checking Out BrookdaleLiving.com Got a Plot Twist They Didn’t See Coming
When it came to attracting seniors looking for community living options, BrookdaleLiving.com tried two different approaches to optimize their landing page.
First Move: They featured a simple photo of a smiling elderly woman.
Second Move: They replaced the photo with a polished, 1-minute 56-second video.
The Result?
Turns out, the photo clapped back hard:
- It drove 3.92% more clicks than the video.
- This small change translated into over $100,000 more in sales.
Wait, What? Isn’t Video Supposed to Be the GOAT?
You’d think video, often hailed as the ultimate engagement tool, would dominate. But here’s why it didn’t work for this audience:
- Quick and Easy Wins the Day:
Seniors browsing BrookdaleLiving.com weren’t looking for flashy content. They wanted information fast and without distractions. A simple photo conveyed trust and familiarity in seconds. - Tech Barriers Were Real:
The target audience often had slower internet speeds, meaning videos took longer to load. Instead of waiting, visitors bailed. - Autoplay = Annoyance:
Many seniors aren’t fans of autoplaying videos or “new tech” surprises. The video felt intrusive, causing them to exit rather than engage.
The Lesson? Know Your Audience 🧠💡
What works for one demographic might completely flop with another. Here’s what you can learn from Brookdale’s experience:
- Simplify for Seniors:
Stick with clear, familiar visuals that convey trust and approachability. Overcomplicating things with videos or animations can backfire. - Optimize for Their Reality:
If your audience relies on slower internet or older devices, prioritize speed and accessibility over heavy media like video. - Test Everything:
Don’t assume what works in general will work for your specific audience. Split-test your landing page elements—photos, videos, copy, and even button placements—to see what truly resonates.
Moral of the Story?
When it comes to marketing, knowing your audience is everything. Fancy tools and trendy formats mean nothing if they don’t align with your user’s preferences and realities.
Sometimes, a simple photo and a warm smile can outshine a high-production video—especially when you’re vibing with seniors who just want things straightforward and stress-free. 🎯
Source: vwo.com