Is your high-quality video content on your website driving traffic but not conversions? If your answer is yes, you’re not alone – this is a problem many marketers and business owners face.
Traffic acquisition isn’t profitable unless you can convert these new site visitors into paying customers.
With the pandemic forcing the majority of companies to move their businesses online, it is important that you optimize your website as much as possible and keep an eye out for new optimization opportunities.
Content marketing and video marketing should play a big role in your ongoing optimization strategy. This article offers a few tips to help your videos gain more views, generate more leads and, more importantly, convert those leads into sales.
Why Video Marketing Is Vital
Video marketing is a popular marketing strategy because users generally prefer videos over static imagery and text. Videos can be both informative and entertaining, which is a major reason video content has easily overtaken other forms of content in terms of user consumption.
Well-placed video content paired with a good video marketing strategy can raise conversion rates by up to 80 percent but it takes more than just creating persuasive videos to drive conversion. Without video conversion rate optimization (CRO) strategies, your video might be taking up valuable real estate space on your website without generating sales and profit.
Many companies invest in professional agencies that provide video marketing services because these agencies have video CRO tools, experience and technical expertise that guarantee results.
Video Conversion Rate Optimization Strategies
Aside from uploading your content to YouTube or your website, a solid video marketing strategy needs to be implemented. Let’s take a look at some video conversion rate optimization strategies:
Optimize Video Placement
You need to select the best platform or channel for posting your video content. This can be your social media, YouTube, your company’s landing page or your product page.
Subscription-based businesses can generate more conversions by placing videos on their landing page while eCommerce retailers can insert video content on their product pages. Assess where to place your videos and don’t rely solely on social media platforms.
Optimize Video Type
For video conversion rate optimization, it is important to create the content that your audience wants. There are different kinds of videos you can upload – promotional videos, explainers, company culture videos, customer reviews and product tutorials.
A/B testing can help in your video CRO strategy. You can run your video content simultaneously across different platforms and channels, such as webinars, social media and product pages, to gather data on viewer engagement.
Add Clickable Links
Another video CRO technique is adding links that help enhance the user’s browsing or shopping experience. An example is by embedding Live Link Video technology that makes your video interactive. Through this, you can add hotspots that enable viewers to click on certain parts of the video that redirect them to the product page.
Another item you can add for video conversion rate optimization is a lead capture form. You can use the Turnstile feature, a Wistia offering, to insert a lead capture form at any point in your video. You have the option to use this to gate your video content altogether or offer this as an option for viewers who want to receive updates from your company.
Turnstiles placed in the first 10-20 percent of the video have 38-43 percent conversion rates. Viewers are generally willing to complete these signup forms in exchange for access to videos or future content, especially if your video has a powerfully compelling introduction.
Use Marketing Automation
Integrate automation tools into your video hosting platform to help you gain insights about your current video marketing strategy, as well as generate leads from video viewership data. Such tools allow audience segmentation, lead nurturing and return on investment (ROI) tracking.
Agencies offering video marketing services utilize marketing automation platforms to scale their marketing efforts by automating manual and repetitive processes.
High-Converting Video Content Creation
While most videos are quick to get users’ attention, it takes a great video to retain your viewers and entice them to subscribe to your channel or buy your product. With the myriad of choices your target audience has on the internet, it is important to stand out so they don’t leave your website. Here are some tips for creating a high-converting video:
Hire a Professional
Hiring an agency backed by years of experience and technical know-how to provide the needed video marketing services is your best bet. Full-service video production companies can take care of all aspects, from creative services to delivery.
Customize Your Thumbnail
Smiles connote friendliness and openness, so consider using a smiling person on your thumbnail. There are online tools that can help you come up with an eye-catching video thumbnail.
Make Your Video Concise, Fun and Entertaining
Users tend to lose interest over time, so make your videos concise. Entertain your viewers immediately so they’ll continue watching.
Provide Product Information
Present your product from different angles and provide as much detail about it as possible. Among the things to include are product features and benefits, durability, ease of use and shipping and returns.
Tell a Story
This helps build a connection with your customers. Explainer videos that highlight the value the product can bring have been shown to increase conversion by 20 percent. Brand storytelling can also capture your target viewers’ attention.
Gain Viewers’ Trust
Adding videos to your site or product page helps build customer trust and can increase conversion rate by up to 46 percent. Putting a face to a name or a brand makes your company more relatable to your target audience.