This center in Roseville, MN has implemented video into their website…featuring success stories and testimonials.  Under success stories, they have this long 8 minute and 39 second video. I applaud the use of video testimonials, but there are some serious errors in this video.

1. What is with the scrolling marquee through people’s testimonials?  It is too pushy, a visual turnoff, and not to mention hard to read (too fast, bad color, all CAPS, etc.).  As soon as I saw it, I wanted to stop watching the video (especially as you have nearly 8 minutes of this to look forward to).  What is the point of this if after every 2 minutes you have a splash screen with your contact information and how to get a complementary exam?  Redundant!…and annoying.
2. They didn’t bother to check their video…the voice track glitches 2 minutes in and it looks like a bad Hong Kong flick…it does re-sync later on.  Remember people…ALWAYS watch the entire video to make sure it looks right when it finally is on your website.  And check back regularly to make sure it continues to work as you wanted it.
3. Hand holding the camera (see the shake in interview with many of the doctors?)…and what is with the low camera angles?  It was not cool…it looked lame.
4. Why have the doctors speak at all?  I would have focused on the testimonials for a video.  They are far more believable and convincing for viewers than hearing the (perceived) “business owners” give their spiel.  The testimonials give a great story.
5. There is too much in this video.  Not many will watch nearly 9 minutes of this.
6. They did not close the video with their website address, phone number, email, etc.  What if…in the final minute I became convinced to call…I didn’t see any contact info.  I would have to play the video again or rewind.  Why make potential customers work more than they have to?