Go look at Anne Holland’s Which Test Won. Sorry to bypass the quiz screen, but my post’s title already gives away the answer.
“Version A, with its main visual of the printer itself, enticed 37.2% more visitors to complete the online call-back form, thus generating more sales leads for the industrial printers.”
While an awareness of the customer’s use of your product is important, repeating what they already know (what an codes on a can look like) obscures the real information they want. And that’s what B2B marketing thrives on … information.
Do as I say, not as I do
At the trade show I was just at, this was the first time I displayed a sample of a user’s product, not our equipment. But it was the best way to show what our product does at a trade show where most visitors don’t know. In Anne’s example, the visitors had already clicked on a link, so they knew what to expect and were interested in the product.
So, choose the appropriate image based on the situation. But don’t feel guilty next time you put your product front-and-center.
I think you're right on regarding your observation. I am working on an area I call “product simulation marketing”–using product simulations to help advertise and market equipment. I can only imagine what the response rate would be if they advertised that one could “try it out” right there. I would love to be involved with a manufacturer who was savvy enough to recognize how important this kind of testing is. Sadly, I still am looking for one. I think product simulations are still in the state of interest from visionary marketers and early adopters, who don't see the need to prove it because they are already believers.
I think that you have a great point here. I'd find it hard to believe that someone would argue it. Keep up the good posting.