Wile E. Coyote and Road Runner (Photo credit: Wikipedia)
Did you know that, when it comes to engagement, online video is 5.33 times more effective than text? Or that customers that view a product video are up to 85% more likely to buy? With figures like these we can’t help but ask, why the heck have you not started using online video to improve your conversion rates?
An online video, be it a demo video, a training video, a sales video or a business video, is a surefire way to drive traffic, engage customers and, most importantly, increase your conversion. Read on to find out how a good demo video can improve your conversion rates and what you can do to optimize your online video for maximum success!
Why does online video work for conversion?
It all boils down to the fact that consumers these days are much more engaged by video than by text. If given the choice between reading a lengthy text description or watching a demo video, an overwhelming majority of consumers will choose to watch a video. Therefore, when you make a video showcasing your product you are catering to this preference and opening up the sales floor to a much larger group of customers.
Online video is also great because, let’s face it, when paying for a product or service online people feel much more comfortable and confident with their purchase when they can actually see that product or service in action. A demo video is a great way to help your customers feel more confident about what they are about to purchase or sign up for–What you see is what you get.
We should also note that when you make a movie or video for your website you increase your ranking in Google search results, which means you increase the likelihood of potential customers finding your site.
How can you maximize the effectiveness of your online video?
When you create a video to showcase your product or service there are several things you should keep in mind in order to maximize conversion:
* Make your video compelling – If you don’t hook the viewer within the first 15 seconds with a good script and appealing visuals, odds are they’ll be outta there faster than the Road Runner being chased by Wile E. Coyote. A catchy script and visuals, like a snazzy animation, will do wonders.
* Be short and concise - One of the reasons that consumers like demo videos is that they provide a quick, easy way to learn about what a company does. However, if your business video is seven minutes long nobody but your mother will take the time to watch it. Try to squeeze all of the pertinent information into a short video snack (two minutes max) that’s quick and easy for your customers to watch and understand.
* Test your video on an unbiased audience - When you create an online video for your own product or company it can be difficult to gauge how effective the video is. After all, you are more familiar than anyone with how your product works or what your company does. Try testing the video out on some friends or acquaintances who don’t know anything about your company. After they watch, ask them a few questions. Can they explain what your company does? Were they engaged by the video? Were they left with any major questions?
* Don’t forget a call to action! - Make sure to tell the viewer how to take action–how can they sign up or purchase your product? What website should they visit? Remember, the objective of your video is conversion!
Remember, your customers want to watch videos instead of reading about your company and product, so instead of presenting them with a barrage of unwanted text, create a video to show potential customers what your product is all about and convert them into lasting fans. Armed with the tips above you can create an awesome online video and start improving your conversion rates today!
