A helpful checklist for online demo development
Online demos are a great tool to motivate prospects and customers and get them engaged with your product. When you invest in a demo, you want it to be as effective as possible in order to generate maximum ROI. However, this can be difficult to determine. How do you gauge if your demo is compelling, engaging and viewer-friendly?
Fortunately, we’ve developed a checklist that can help you ensure your demo is poised for greatness. The Demo Best Practices Checklist includes 15 best practices that are proven to engage viewers and drive response. Best practices fall into three key categories: Content and Messaging, Audio and Animation, and Rendering and Playback.
I used this checklist to evaluate a recent demo J&C developed that introduces mobile banking to financial institution customers.
I’ve included brief comments that explain how the demo fulfills each checklist requirement. This gives context to each best practice and provides insight into the rationale behind the creative elements used in the video.
Demo Best Practices Checklist
Category 1: Content and Messaging
A good script is the basis for a successful demo. Clear, precise messaging sets the stage for a compelling, watchable video that drives viewers to action.
Content and Messaging Best Practices
Mobile Banking Demo Comments
Objective is focused and clear
The high-level goal of the video is
product adoption
. Video drives customers to download mobile banking.
Messaging connects with a clearly defined target audience
The demo targets banking customers who are not using mobile banking.
The key selling proposition for the target audience is clearly communicated
Within the first 40 seconds, the key selling proposition is stated:“Today we want the
ultimate freedom and flexibility
and that’s what mobile banking is all about.”
Run-time
is less than 3 minutes
Focus is on 3 high-level product features:
Pay bills
View transactions
Transfer money
The demo briefly covers key functionality that reinforces high-level product features.
This allows viewers to get a holistic overview of the app in less than 3 minutes.
Language is universal and easy to understand
Language is straightforward, with no complex technical terminology.
Content is organized and presented in a logical order
Demo is organized into 3 parts that flow logically and seamlessly:
Product introduction and key selling proposition
Product features and functionality overview
Recap of benefits with drive to action
Ends with a clear
call-to-action
The video
drives prospects to download the app
by clicking the link on the landing page.
Category 2: Audio and Animation
Audio and animation bring a script to life. Visual and aural elements should complement and support the video’s objective by adding interest and engaging viewers.
Audio and Animation Best Practices
Mobile Banking Demo Comments
Tone of voice-over and audio elements is consistent with content being presented
Voices and music are
upbeat and energetic,
which aligns with the overall theme of connectivity in a fast-paced world.
Visual elements are dynamic
Animation and ongoing visual action, including changing characters, settings and situations,
grab and hold the viewer’s attention
On-screen text reinforces important or complex messaging
Key product features and call-to-action are
emphasized
with on-screen text.
Music is complementary, not overwhelming or distracting
Music adds an upbeat tempo
without overpowering the voice-over
Characters or multiple voices are used to enhance story and create aural interest
Three characters are used to break up the moderator’s voice-over and
provide different users’ perspectives
on product benefits.
Transitions flow smoothly and keep viewer engaged
On-screen text and character voices bookend sections and topics for
smooth, engaging transitions
Category 3: Rendering and Playback
People are viewing online video in a variety of ways. Not only must a video function on a number of browsers and devices, but it must provide a user-friendly experience on each.
Rendering and Playback Best Practices
Mobile Banking Demo Comments
Video plays and renders correctly on all browsers and devices on the video quality assurance list below
J&C is using SublimeVideo Player to ensure
demo reverts to Flash
on browsers that do not support HTML5.
Video is housed in a responsive landing page, which renders appropriately on all devices on the video quality assurance list
Landing page and video resize to a device-friendly view on all devices and browsers below.
Video Quality Assurance: List of Browsers and Devices
Windows XP
Internet Explorer (7 and 8)
Firefox (3.5 and 3.6)
Safari (4)
Windows Vista
Internet Explorer (7 and 8)
Windows 7
Internet Explorer (8 and 9)
Firefox (latest build)
Chrome (latest build)
Safari (latest build)
Mac OSX 10.7 and up
Safari (latest build)
Firefox (latest build)
Chrome (latest build)
Mobile and Tablet
iOS 6 (iPhone & iPad)—Safari
Android 2.3 (Samsung Galaxy Tablet)—Default Browser
Android 4 (Samsung Galaxy II Phone)—Chrome
Windows Phone 7.5 (Nokia Lumia 900)—Internet Explorer