Is your high quality video content on your website driving traffic but not conversions? If your answer is yes, you are not alone – this is an issue that many marketers and business owners face.
Traffic collection is only profitable if you can convert those new website visitors into paying customers.
Given the pandemic that is forcing the majority of businesses to relocate their businesses online, it is important that you optimize your website as much as possible and keep an eye out for new ways to optimize it.
Content marketing and video marketing should play a huge role in your ongoing optimization strategy. This article has some tips that can help your videos get more views, generate more leads, and more importantly, convert those leads into sales.
Why Video Marketing Is Important
Video marketing is a popular marketing strategy because users generally prefer video to static images and text. Videos can be both informative and entertaining. This is a major reason that video content has easily overtaken other types of content in terms of user consumption.
Well-placed video content combined with a good video marketing strategy can increase conversion rates by up to 80 percent. However, it takes more than just creating compelling videos to drive conversion. Without Video Conversion Rate Optimization (CRO) strategies, your video may take up valuable space on your website with no sales or profit.
Many companies invest in professional agencies that provide video marketing services as these agencies have video CRO tools, experience, and technical expertise that guarantee results.
Strategies for Optimizing Video Conversion Rate
In addition to uploading your content to YouTube or your website, a solid video marketing strategy needs to be implemented. Let’s take a look at some strategies for optimizing video conversion rate:
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Optimize video placement
You need to choose the best platform or channel to post your video content on. This could be your social media, YouTube, your business landing page, or your product page.
Subscription-based businesses can get more conversions by placing video on their landing page, while ecommerce retailers can add video content to their product pages. Evaluate where to place your videos, and don’t just rely on social media platforms.
Optimize video type
In order to optimize the video conversion rate, it is important to create the content you want for your audience. There are different types of videos that you can upload – promotional videos, statements, corporate culture videos, customer reviews, and product tutorials.
A / B testing can be helpful in your video CRO strategy. You can run your video content simultaneously across multiple platforms and channels such as webinars, social media, and product pages to collect data on audience engagement.
Click on clickable links
Another video CRO technique is adding links that improve the user’s browsing or shopping. An example is embedding Live Link Video technology that makes your video interactive. This allows you to add hotspots that viewers can use to click on specific parts of the video that will direct them to the product page.
Another element you can add to optimize your video conversion rate is a lead capture form. You can use the turnstile feature, a Wistia offering, to insert a lead capture form anywhere in your video. You have the option to use this to have complete control of your video content or offer this as an option for viewers who want to receive updates from your business.
Turnstiles in the first 10 to 20 percent of the video have a conversion rate of 38 to 43 percent. Viewers are generally willing to fill out these sign up forms for access to videos or future content, especially if your video has a compelling introduction.
Use marketing automation
Integrate automation tools into your video hosting platform to gain insights into your current video marketing strategy and generate leads from video viewer data. Such tools enable audience segmentation, executive development, and return on investment (ROI) tracking.
Agencies that provide video marketing services use marketing automation platforms to scale their marketing efforts by automating manual and repetitive processes.
Up-converting video content creation
While most videos will quickly grab users’ attention, a great video is required to engage your viewers and entice them to subscribe to your channel or buy your product. With the multitude of options your target audience has on the internet, it’s important to stand out so they don’t leave your website. Here are some tips to help you create a high conversion video:
Hire a professional
Hiring an agency with years of experience and technical know-how to provide the video marketing services you need is your best bet. Full service video production companies can take care of everything, from creative service to delivery.
Customize your preview image
Smiling means friendliness and openness. So use a smiling person on your thumbnail. There are tools online that you can use to create an eye-catching video thumbnail.
Make your video short, fun, and enjoyable
Users lose interest over time. So make your videos precise. Immediately entertain your viewers so they can keep watching.
Provide product information
Present your product from different angles and provide as many details as possible. It includes product features and benefits, durability, ease of use, and shipping and returns, among other things.
To tell a story
This helps in building a connection with your customers. It has been shown that explanatory videos that highlight the value of the product increase conversion by 20 percent. Brand storytelling can also grab the attention of your target audience.
Gain the trust of the audience
Adding videos to your website or product page builds customer trust and can increase conversion rates by up to 46 percent. Adding a face to a name or brand will make your company more accessible to your target audience.
Understanding which format is right for your target audience to get your information will help convince them to become a customer. Providing the appropriate high converting video is essential to online marketing success. Your video is an important part of the buying cycle. So it pays to develop a good video marketing strategy to drive conversion and accelerate sales.
In this blog post, we have listed some tips to optimize your video content for conversion. We hope these will help you grow sales and position your online business for success.