Excellent case study from Think Vitamin on the benefits video for online conversion and the importance of metrics and testing.

The takeaway here is that potential customers want a quick summary of the product, not an actual demo. The bigger takeaway here though is this: you have to be testing your site to see what works and what doesn’t. Going on a gut feeling won’t work. In fact, this very method that worked better for us may not work for you. You won’t know until you test.