Adding video to your site has the potential to send conversions soaring. You may be familiar with some of these statistics…
- Videos increase conversion by 64 – 85% (Kissmetrics)
- 96% of consumers find videos helpful when making purchase decisions online (Animoto)
- 174% increased conversion rate for Step2 when they started using product videos (Retail Touchpoints)
But, it’s important to remember that a successful video marketing campaign doesn’t just mean pointing your camera, hitting record and then embedding the finished product in your website. Hold your horses! Before all that there’s an important planning step – skip this at your peril!
You need to be thinking about why you are creating video and who it is for. It’s important to think about what stage in the sales funnel your audience are in. And create the appropriate content to support them through that stage. Let’s take a look at the type of videos that work well in the various stages.
Here you’re targeting an audience who are unfamiliar with your brand. You want to make them sit up and take notice of what you’ve got to say, and – crucially – they need to remember you.
The best way to do this is to connect emotionally with the viewer. Try to attach a creative story to your brand one that makes the audience really feel something. The best emotions to instil in your viewers? Well, Unruly Media found..
- Exhilaration most successful at getting people to remember something. Videos which incorporated this had 65% recall.
- Hilarity came in a close second with 51% recall
If you haven’t already I’d encourage you to check out Unruly’s excellent Science of Video Sharing video for more details.
2. Consideration & Evaluation
Here your potential customers have identified they have a problem and they’re actively seeking a solution. Your job is to make them confident that that solution is you.
Your video content here should be telling viewers who you are, how you’re different and what your product does.
Explainer videos, as the name suggests, explain what the product or service you’re offering. These work particularly well if you’ve got a fairly novel product that your audience aren’t going to be immediately familiar with.
They present sometimes complex information in a simple manner, often using animation to bring the visual to life (by the way check out GoAnimate for a really easy drag & drop way to create these.)
About Us Videos
If your customer has a short list of say, 3 brands, and you’re all selling the same – or very similar – products, an about us video can work wonders. People like to buy from people, not from a faceless company. About us videos are one way to help connect and identify with your consumer. And could just make you stand out from the crowd.
Product videos should be embedded on your product page and provide additional information about said product. Often when shopping online it’s difficult for consumers to know exactly what’s going to arrive on their doorstep in a few days time.
Product videos help increase confidence that your customer is buying what they think they’re buying. They should show the product from all angles, explain how it works, and show where it can be used.
These are a form of social proof. Letting your customers know that other people have bought your product/service and are happy with it can be a powerful influencer. In fact, consumer reviews are nearly 12 times more trusted than descriptions that come from the brand itself (Ambitious Marketer).
If you want to incorporate video testimonials on your own site, Bravo is a nifty piece of software which will allow you to capture them using your customers own webcam.
Congratulations the customer converted (and here a conversion could mean buying a product, submitting a form or signing up to a free trial)! But don’t stop there. Now is the time to delight your customer and keep them coming back for more.
How To and Training Videos can work really well here – they’ll ensure that your customer is using your product properly and really benefitting from choosing you. In fact, we use these a lot ourselves, creating video screencasts that show our clients where they should click in their account to achieve a particular goal.
Ready to convert customers with your own videos? Check out how vzaar can help your business here.