It happened to me too: when video persuades NOT to buy
A few days ago I dropped my iPhone 3GS getting off my car. Just slipped away from my pocket and… woozah. The screen was totally cracked. Luckily I had some tape around to to wrap the thing, and surprisingly, still use it. Now a few days have passed and a friend of mine told me you can get it fixed for about $60. Another one said to look for a screen repair kit for about half the price. That’s when things get interesting.
Can I do this myself? Amazon has this repair kit at $15-20 with fairly good customer ratings. But it’s hard to tell how easy or hard it is to perform the repair. A video would be great. So I keep searching.
Then I find this site, which puts it all in one page - the actual replacement glass, as well as each of the tools you need to execute the screen change yourself. But most important, a video, because I want to know before buying if I can do this myself.
The video is a little slow to start but you get the idea pretty quick. You need tools, you need to be ultra careful, and you need a ton of time. Probably the most discouraging experience I’ve ever had - I just cannot do this. And video persuaded me NOT to buy a product.
If we take a step back, perhaps the most interesting question is “Should a video bringing down conversion rates for a product be taken offline?“. The simple answer is YES, for the obvious reasons. Imagine yourself walking into a meeting where your boss asks you “how’s product X doing in conversions”, and you reply “not well since we added the video”. Not the best scenario.
But if the video is well executed, it probably is worth discouraging non-qualified buyers who will inevitably fail trying to repair their iPhone themselves. Failing costs money (returns) and future sales (negative marketing) - success on the other hand is contagious. That’s how I heard about the kit in the first place.
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