Have you encountered a virtual spokesperson on a website yet? If you have, then you know that virtual spokespeople add a new, dynamic element to static Web pages. A video overlay of a real person walking onto the screen and speaking directly to site visitors helps personalize websites. However, there’s more involved than a friendly face; a virtual spokesperson can translate into increased conversions.

No matter what your website’s goals may be, using a virtual spokes model strategically can ensure that those goals are met. For example, do you have a landing page on your site designed to collect opt-in email addresses? While “click here” links and peel away banners entice users to click their way to the landing page, a virtual spokesperson can gently guide the visitor to the desired page. As the virtual spokesperson directs attention to the pages that you’d like the user to visit, she can also explain the benefits of doing so as well as thank the user for taking the desired action after the fact.

One of the most profound effects that virtual spokespeople have on site visitors is that of credibility. Because the spokes model looks, sounds, and acts like someone the visitor relates to, trust is built. Who do consumers buy from? People that they trust. Well written website content, a professional website design, and a real, albeit virtual, spokesperson work together to build trust.

This doesn’t mean that you should simply dress an actor in a lab coat and tell him his name is Dr. Smith. It means that you need to select a spokesperson who can build trust with your audience. Wardrobe choice is important, but it’s not the only priority. For example, if your site sells healthy living books, a number of spokes model characters could be effective such as a motherly type, yoga instructor, or athlete. Consider who your audience is and what type of role models resonate the best with site visitors. From there, select a virtual spokesperson with the qualities that your audience respects.

So, you have a professional website with a credible virtual spokesperson welcoming and guiding your site’s visitors. While you’ve been able to direct visitors to specific areas of the site and build trust along the way, nothing happens until the visitor takes action. If you’ve been involved in traditional sales, you know that the simple act of asking for the sale is one of the most powerful tools in your sales toolbox. Phrases such as “Would you like to place an order?” and “Can I schedule overnight delivery or standard delivery for you?” prompt users to make a decision. A virtual spokesperson can improve the sales conversion rate of your website simply by asking visitors for the sale.

Though some companies will suggest that incorporating a virtual spokesperson into your website is easy and inexpensive, the process is more complicated than cutting and pasting a few lines of code into an HTML editor. Among the many steps are: selecting the right actor or actress for your site, writing a script (or several scripts if the virtual spokesperson will be used extensively), choosing the wardrobe, shooting and editing the video, and overlaying the final composition over your site. Look for a video production company with an understanding of the nuances of Internet marketing as well as high production values.

Virtual spokespeople enhance the sales conversion process by building trust, guiding visitors, and asking for the sale. What have your virtual spokesperson experiences been like so far? Have you made a purchase decision based on a virtual spokesperson’s recommendation? Has your site seen improved conversions since adding a virtual spokes model? We’d love to hear from consumers as well as website owners.