Did you know that including a video on your landing page can increase your conversion rate by 80%?
From putting up an explainer video about your services to showing people how to use your product, video can grab people’s attention in a way that even the most colorful static page can’t. Dynamic video pages can also give you a huge edge in standing out from your competition.
But if you don’t know how to implement video conversion rate optimization strategies, then you’ve just wasted your time and money.
It’s not enough to just put a video on your page and expect customers to come pouring in. Some customers don’t even know they have a problem at all, and some need to be convinced that your product will solve their problem.
Ready to turn those potential customers into lifelong fans? Keep reading to learn everything you need to know about how to optimize your video conversion rate!
Figure Out What Your Audience Wants
Before you even start creating video content, you need to find out what your audience wants to see. Because no matter how good your online video is, if it doesn’t help your audience to solve a problem, then you can be sure they won’t watch it.
Some examples of the different types of videos you can do include:
- Explainer videos or how-tos
- Company culture videos
- Product tutorials
- Customer reviews
- Promotional videos
For high-converting video content creation, you’ll want to use your analytics. Take a look at the demographics of your current audience. These include age, gender, geographical location, and interests.
You also want to see whether your current audience reflects your target customer. If not, do some research to see what kinds of problems your target audience needs help solving. Use a cro strategy plan to help determine what will bring customers to your website.
Put Videos in the Right Place
Once you’ve determined your audience’s needs, it’s time to decide on the best place to put your videos.
The best video marketing gives users the video they need to see when they need to see it. Also, using calls to action such as learn more, subscribe, order, view are just a few to help guide customers to the information they are interested in.
First, decide on the best video platform for your content. Will you put your video on your homepage? On your social media accounts? Or are you looking to build a dedicated brand YouTube channel with lots of subscribers?
For eCommerce marketing, a great place to put a product review video would be on the product page. This way, customers can watch the video and easily buy the product if they like it.
For example, if you have a corporate video that gives a brief snapshot of your company’s strengths and values, you’ll want to put that near the top of your homepage.
This way, potential customers can see whether your company is a good fit right away, rather than having to take the extra steps to navigate to your “About” page.
Make It Short and Entertaining
No matter how good your product or service is, no one wants to sit through a 30-minute video when they’re new to your brand. This will only make people bored, and you can be sure they’ll go to your competition instead.
If you’re using a video platform like YouTube, you can go into your analytics to see where people stop watching your videos or rewind them.
Think about the purpose of your video when deciding how long to make it. For example, if you have a company introduction video on your main page, make it one minute long at most and keep it focused on a few key points.
You can keep videos longer if you want to create in-depth tutorials, but these should be reserved for your YouTube channel or resource library.
One of the biggest brand benefits of using video is that having a friendly voice and face helps you build trust with potential customers.
Video conversion hinges on whether your audience trusts you enough to buy from you. If this is their first experience with your brand, then you need to show them why they should go with your brand and not your competition.
Imagine if you were looking for a plumber to fix a leak in your house. Are you more likely to hire someone that has a generic website with chunks of text, or a professional and personable plumber who you can see in action through their explainer video?
So whether you place videos on your home page or product pages, adding a human element to your company branding builds a more personal relationship and encourages viewers to trust you.
Keep the Sales Funnel in Mind
Every good video marketer should have a thorough knowledge of how the sales funnel works.
The sales funnel details the customer journey, from finding out about your product to buying it. The funnel usually goes like this:
The reason that you need to keep the sales funnel in mind with your videos is that you need to target your audience with the right video.
For example, if your customer doesn’t even know about your product yet, then there’s no sense in doing eCommerce video marketing that shows them how to best care for the product.
Similarly, a customer who already has your product doesn’t need to see an introduction video about your company.
To get the best results out of your video conversation optimization strategy, make sure you have different videos for different stages of the customer journey.
Use These Video Conversion Rate Optimization Strategies
Video conversion rate optimization strategies can mark the difference between a boring website and an engaging one that gives your audience value.
Best of all, video adds a human element to your business, helping to build trust with your audience and differentiate you from your competitors.
Ready to grow your business with videos? Request a quote today and let’s get started!