How can you use video to increase conversions on your website?
Video is a powerful tool that can help you increase conversions on your website. However, it’s important to understand how to best leverage video and not be overly reliant on it. According to New Breed’s Senior Web Strategist Kelly Molloy, “if you create a video without knowing your audience, it can be an instant turn-off and make them leave your site entirely.” Whether it’s a product demonstration video or a testimonial, you should know who you’re targeting and what their expectations are.
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To keep viewers engaged, you need to create short videos that are snappy and engaging. People’s attention spans are much shorter online and there is a lot of competition. They can easily click over to another website if they don’t like yours or get bored and distracted by something else on offer.
You should also think about how long your video will be. You don’t want to lose a potential customer by making them wait too long. A short video that keeps a viewer engaged is more likely to encourage them to take action.
The length of your video will also depend on where it is placed in the buyer’s journey. Testimonial videos and product demonstration videos work well for bottom of the funnel content where a prospective customer is ready to buy, while how-to and explainer videos are great for top of the funnel content that builds brand awareness.
Creating a video that resonates with your customers can be difficult, but it’s important to tap into emotions that you know will connect with them. It’s a proven fact that emotions drive purchase decisions. For example, Canadian Tire’s ad that went viral in 2017 was effective because it spoke to the emotional needs of consumers.
In addition to using video content to convey your key message, you should also include a call to action in the video. This could be a link to download the video, a subscribe button or a form where visitors can leave their email address. Including CTAs in your videos can increase the chances of them being clicked, as shown in this study by KISSmetrics.
It’s also worth remembering that many users will be watching your videos on mute. In fact, Digiday reported that 85% of Facebook videos are watched on mute. To overcome this challenge, consider adding captions or on-screen text to clarify what’s being said. This will enable you to capture the non-English speaking market and adhere to accessibility guidelines. It will also make your video more searchable and boost your SEO. If you need help to create a compelling video, contact us here at Cincopa. We have a team of experts ready to guide you through the process. We’ve helped a number of businesses increase their conversion rates through our video marketing platform, Tolstoy. Click the link below to find out how we can help you too. Getting started is easy and fast. Start using Tolstoy today to get more conversions and take your business to the next level.