Did you ever launch your video only not to see the same conversion rates that you were expecting? You may conclude “well, video just doesn’t work for us” but it may be that you haven’t implemented it properly. Sometimes when something isn’t working, it’s hard to understand why. Online video is still something a lot of businesses are grappling with; best practices are still emerging and it can be tough to do video well.
As a video hosting company we see all sorts of companies doing all sorts of things with their videos. So we’ve got a pretty good understanding of what works, and what doesn’t.
One of the most common video goals is conversion. And in general there’s 3 traps that can catch people out. If you’re finding your video isn’t converting, don’t immediately write it off. Spending time working at video, researching and experiementing can pay dividends. When done right, video can really pack a punch (all the stats here).
To help you troubleshoot what’s going wrong with your video strategy, ask yourself these 3 questions:
1. Where is your video hosted?
First things first, since your goal here is conversions, do not upload your video to YouTube. YouTube is great if you want to raise brand awareness, but it’s not great at sending traffic to your site. Phil Nottingham of Distilled actually did some research into this and found that the average CTR from YouTube is a measly 0.72% (check out his deck on optimizing video for search engines for more.)
Think about it: the YouTube audience is there to be entertained. As soon as a viewer is done watching your video they’re much more likely to click on to the next video, and the next and so on and so forth. Uploading your video to YouTube and you’ll lose your viewers to cute cats.
Instead, embed your video on your site. Only then will you have complete control over the viewer experience.
2. How long is your video?
You need people to stick around long enough to process your message and get excited about buying your product or signing up to your course. Take another look at your video content. Or, ask a friend or two who won’t mind giving you an honest, critical appraisal. To maximise your video conversions, make sure that you:
Get the the point.
Most people switch off after the first 8 seconds (National Center for Biotechnology Information) you really only have a short time frame to hook your viewer.
Tell a story.
The good news is that once you have successfully hooked your viewer, it is possible to maintain their interest. Simply by telling them a story. We as humans are hard wired to appreciate stories – they were central to our evolution. In fact, telling a good story can increase levels of Oxytocin in the brain. And it’s this chemical that makes people motivated to cooperate (Harvard Business Review). Hello extra video conversions!
Keep it snappy.
Our research shows that the average length of a promotional video is less than 60 seconds. Of course, for different types of videos different lengths may be more appropriate. But as a general rule of thumb make sure you convey your key message within that 60 second window.
3. Have you used a call to action?
What happens at the end of your video? If your answer here is “nothing”, you need to fix that. It’s important to tell your viewer what they should do next. If your content has been successful at motivating them to buy, provide the “add to cart button” there and then – don’t make them hunt for it.
In fact, using a call to action can increase conversions by 144% (Quick Sprout)
It’s such a simple trick to add some end screen text to your video (check out the demo below), and yet it’s one that is very often overlooked.
Of course there’s TONS more you can do with your videos. And loads more tools you have at your disposal. To find out how vzaar can help your videos meet their business goals, sign up to a free trial or get in touch – always happy to help.
Until next time, bye for now :)