How To Boost Website Conversions Using Videos?

Have you been using videos to boost website conversions? Perhaps you’re planning to use them soon? Either ways, do you realize the importance of implementing videos to boost website conversions?

If you answer is no, this mini guide will tell you all you need to know about it. With little time on hand and innumerable distractions online how do you attract customers and explain why they should be using your product/services?

Was your answer an image or a text message? Well, let me tell you that images are too short to explain your product to customers. And text message are too long for people to read it. So, what’s the next option? The answer to this is videos!

Not convinced yet? Still wondering whether to try out this strategy or not? Marketers rely on proof before they try new strategies.

Here are a few statistics that shows why videos have become the need of the hour.

  • 70% of the marketers claim that their video content conversions performance was better than
  • other types of marketing content (Vidyard)
  • Having videos on your landing pages can boost conversions by 80% (EyeViewDigital)
  • Videos attract 300% more traffic and nurture leads (Marketing Sherpa)
  • On an average people spend 2.6x more time on pages with video than those without video
  • (Wistia)
  • 73% B2B marketers agree that video impacts marketing ROI positively.(Tubular Insights)
  • 57%of consumers rely on product videos (Media Post)
  • Videos that are up to 2 minutes long receive tons of engagement (Wistia)

Marketers that wish to increase their website conversions, video strategy is the best option.

Types of Videos

There are 7 types of videos that businesses can use to increase their site’s conversions.

1. Explainer Video

If you wish to highlight the features of your product on your site then explainer videos are good to go. Within 1 to 2 minutes; these videos should deliver key information to customers. Like how your products can bring solutions to customer’s problems.

Being reasonable explainer videos bring better results. If your product is complicated use such videos to educate people about it. 83% marketers say that their home page explainer videos are effective.

A good explainer video should:

  • Have a good script.
  • Get to the point.
  • Add humour.
  • Talk about the benefits.
  • Use a professional tone.
  • Use the right music.
  • Think visual.
  • Include a call to action.

Mint a financial tracker app connected with its audience giving them precise details of their product and how it will solve people’s problems. Video Link: (https://www.youtube.com/watch?v=rK6WLHNYjwM)

2. Product Videos

Product videos visually show and explain the benefits of your product. However, a good product video solves people’s problems. 50% shoppers look for videos related to a product/service before visiting a store.

The rule of thumb for product videos is:

  • They should have a professional approach with a conversational tone.
  • Short enough to grasp people’s attention.
  • Long enough to explain the product its benefits and show solutions to people’s pain points.

Stacks and Stacks.com used product videos on their website and found that 144% visitors were more likely to purchase their product after having watched a video. Link of one of their product videos:  https://www.organizeit.com/orthopedic-foam-dog-bed.asp

3. How-to Videos

How to videos involve humans displaying how to do something. Such videos don’t use high tech features or animation.

A good how-to video should:

  • Instil sincerity, wittiness, humour and empathy in your instructions.
  • Speak more like human.
  • Have a series of how-to videos if your product is complex.
  • Follow the same style and structure.
  • Offer a comprehensive understanding about your product.
  • Ensure that they are compered by the same person.
  • Be short.

Check out SaaS software brand Asana’s series of how-to videos to have a better understanding.  Video Link: https://asana.com/guide/videos/plan-your-day

4. Personalized Videos

Personalized videos blend data and video to create unique experiences. These experiences yikes customers and produces higher ROI. According to HubSpot businesses on an average see a 19% lift in sales when their web experiences are personalized.

 

They are best way to lure, engage and convert prospects into customers. They associate with each prospect at individual level.

 

Tips for a good personalized video:

  • Keep the message clear and short enough.
  • Script it well.
  • Use visuals to present information.
  • Have a call to action.
  • Keep the actual email short and focused.

 

Bluleadz an inbound marketing agency sent short personalized videos  to their prospects. As a result 63% prospects that received the video before they made a purchase decision converted into customers than 46% of those who didn’t receive the video. Video Link: https://wistia.com/learn/showcase/bluleadz-video-across-buyers-journey

5. Testimonial Videos

90% of B2B buyers are more likely to make a purchase decision after reading a product review. 88% shoppers voice that they trust online reviews as much as personal recommendations. Displaying reviews enhance conversions by 270%.These stats say it all. Social proof has become powerful tool.

Tips for a good testimonial video:

  • Keep it natural.
  • Prepare a list of questions.
  • Let customers speak freely.
  • Keep the video short but the conversational long.
  • Include the pain points of the customers  and benefits your product /service offered them.
  • Edit it wisely.

Amazon created a testimonial video by compiling testimonials from several buyers that spoke about how the brand changed their life. https://www.youtube.com/watch?v=Ah6SE7JFgFg

6. Re-targeting Videos

Re-targeting videos with the help of a tracking pixel collect information and precisely serve video ads to contacts that have visited your website, read your content or watched a video. 91% marketers say that retargeting ads perform better than other forms of marketing channels.

Tips for taking ROI to next level with re-targeting video:

  • Retarget by your Google paid and organic search results.
  • Retarget those who spend more time on your site.
  • Bid less on non-converting page visitors and homepages.
  • Prioritize the profitable audience segment. It maximizes quick wins and generates the highest ROI.

Sephora created a Facebook Ad video that showcased several visual products and promotions in a matter of seconds. As a result, this campaign of Sephora earned 41% higher cliks through rate as compared to their prior ads. Video Link: https://www.facebook.com/business/success/2-sephora

7. Video Ads

Video advertising captures the attention of your target audiences through high-impact video advertising. They’re ads that appear before, in between or after a video stream on the internet. Consumers use video ads on social media to know about a new product/brand before making a purchase.  80% marketers feel satiated about the ROI of video ads posted on social media.

Key elements of video ads:

  • Use script or visuals that get the message across.
  • Keep it short.
  • Be emotional/ add humour.
  • Tell a story.
  • Have a call to action.
  • Include the solution.

Why video ads work for brands:

  • Convert sales.
  • People share them.
  • Conveys lots of information in short time.
  • Tells your story better than other formats.

Dollar Shave Club’s CEO Michael Dubin created a video about his product which is Razors. The video has humour and finally directs viewers straight to its website. As a result the brand had 12000 new subscribers the next day after the video went viral.

More Reasons to Use Videos to Your Website

1. Lets the Visitors Stay Longer

With no visitors on your site your product will have no awareness and hence no conversions. Videos can help visitors stay for longer period and help with conversions.

Viewers who watch video on a site wait two minutes longer on average and are 64% more likely to buy a product.

2. Gives Instant Answers

Some people may have a query about the product’s look? Others may want to understand the feature of your product. Using videos gives answers to people queries and boost conversions.

Zappos creates videos and uses its own employees to showcase their products. With such videos the brand increased its sales between 6 to 30%.

3. Trust

People relate well with visual images and videos can be a good source. Human brain processes visuals 60,000 times faster than text. (Visme). It builds trust and helps to enhance conversions.

4. Use Marketing Automation to Leverage Video Viewership Knowledge

With video viewership knowledge data and right tools marketers can have a possible list and increase lead numbers. Most of the marketers focus on sending out targeted content to drive leads and ignore the impact of videos

With the help of marketing automation marketers can

  • Segment viewers based on those who have viewed 50% to 100% of your video.
  • Push those viewers who have watched 25% of your video to watch more.
  • Increase leads based on viewership data.

Where Should You Place Videos?

Videos can be used on home page, about us page and even the landing page. Product and service videos can be included on the product or service page. Try making video in your call to action. A split test conducted by VWO on the landing page states that making video in your call to action increased conversions from 11.9% to 15.3%.

Final Thoughts

Videos must be a perfect blend of information and entertainment. They should add value to the viewer and keep them entertained.

Before creating one you need to analyze what interests your audience, prepare a list and outline the stories you want to craft.

Think about the values you could add to them through videos and the kind of conversions you can accomplish from it. Unlike any other content format A/B testing is vital for videos too. Always experiment it before you go live!