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Optimizing Videos For Better Conversion Rates

Optimize Your Videos To Get The Viewer To Take Action!

It’s no secret that YouTube is one of our favorite platforms to market on. We love how engaging video can be, especially when there is a smiling person explaining how they can solve a problem in the video.

As with all forms of digital marketing however, it is constantly changing, and can be at a very fast pace. The main purpose of video for marketing purposes is to get the viewer to take action, whether it be to visit your website, sign up for an email list, buy a product or use your services. If your video doesn’t get the viewer to take action, then it’s pretty much useless.

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One of the biggest problems we see with videos for a business is that the person in the video, usually the business owner, just talks about all of their accomplishments and how good they are, their awards and blah blah blah. Most viewers really don’t care about this. They want to know how YOU can SOLVE THEIR PROBLEM!

So instead of going on and on about how great your business is, instead explain how you can ease their burden. For example, if you do remodeling, explain how you clean up everyday after work and don’t leave a mess, or that you and your employees put things away to leave a safe environment for children.

WordStream recently made a post also made a post about how you can get more conversions from your video marketing efforts:

6 Ways to Use Video to Increase Conversion Rates

Video is entertaining, visual, and drastically underused to convert leads. Yet, having a video on your landing page can increase your conversion rate by 80%, according to EyeWideDigital.

Unsure of how to best use video to up conversion rates? Below are 6 full-proof ways to use video to convert leads.

#1: Insert a Lead Capture Form in the First 10-20% of Your Video

You might be shaking your head in doubt, thinking capturing leads directly in a video is impossible. Well, it isn’t!

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Wistia offers a feature called Turnstile that allows you to insert a lead capture form anywhere in your video to either completely gate your video content or just make it optional for viewers to submit their emails to receive future content from your company.

Wistia did an analysis of over 15,000 videos with turnstiles, and found that turnstiles placed in the first 10-20% of the video have the highest conversion rates, ranging roughly from 38 – 43%!

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So give your viewers a powerfully compelling introduction to leave them wanting more before asking for their emails, and you’ll see your lists growing faster and faster!

#2: Use a Custom Thumbnail with a Smiling Human Face

If you had the choice to view an image of clunky text or a human face, which would you chose? Naturally we all gravitate towards that goofy looking human smiling back at us. Well, most of us do anyhow…

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“Smiles are almost internationally a symbol of friendliness and openness,” according to Wishpond. “They are also universally understood to improve the attractiveness of the subject – which we all know has a huge influence on sales.”

According to a 5-week A/B split test Wishpond ran of two individuals – one smiling and one not – the smiling image increased a software company’s profits by 10.7%. Continue Reading Article Here…

That’s a great article with a lot of fantastic information that we agree with. We suggest that you read the full article to get the most out of your videos. We especially like where he talks about using a custom thumbnail with a smiling face. It’s a lot like the person that answers the phone at your office. We always make sure that when we answer calls that we have a smile on our face, it conveys in your speech. With a video thumbnail it’s even better because they are seeing that smile right off the bat.

Sometimes people, or business owners don’t want to be on camera. That’s okay, there are other forms of video that can be created to convey your message and get the viewer to take action. However, the types of videos that are coming out are changing pretty fast, and what was working just a few short years ago isn’t getting the results it previously was. One of these is, white board drawing.

These videos are all over the web. Some people like them, some people don’t. As for us, if the entire video is white board drawing, we really aren’t big fans of it. We like to add in video clips and have a mixture of the two.

Video Brewery has some good insights about the future of video marketing in the near future:

5 Predictions for the Future of Animated Marketing Videos

1. Whiteboard Animation is Declining in Popularity…FAST!

It’s actually become a cliche. At some point in ancient history (aka 2007), a visionary director discovered the wonders of whiteboard videos. “It’s just drawing in front of a camera!” he or she said. And not only is whiteboard animation easy, but the effect is often hypnotic. A well-done video captivates viewers as you take your idea from a blank whiteboard through growth, evolution, and finally a fully formed product ready to invest in.

But then something happened.

There’s a problem with innovations…once they gain popularity, everybody starts doing them. In no time, there was a glut of derivative, lazy, knock-off videos crowding out legitimate content. Viewers get sick of seeing the same thing over and over again, especially when they were bad.

Whiteboard animation is going the way of the dodo.

When’s the last time you saw a whiteboard animation go viral on Facebook? Exactly.

Someday, maybe, whiteboard animations will rise again. But not today.

2. 3D Animation is On the Rise

Instead of whiteboards, look to the future of animation. The 3D animated video is both better-looking and more affordable than it’s ever been. It doesn’t take a division of Pixar to tell a riveting story anymore, which means 3D might be right for your video.

Some business concepts work better for 3D video than others. Trading in the cartoony familiarity of a traditional animation for the stark detail of 3D makes the most sense for businesses with a physical product. Using 3D animation, you can create a lifelike prototype of your vision. Throughout the video it interacts with other objects just like it would in real life (or, have it do something extraordinary).

Even if your prototype is still on the drawing board, 3D animation can bring it to life. This allows your customers to see your product in action before it exists in real life!

3. Create Different Versions of the Same Video for Different Platforms

One of the biggest mistakes a company can make is paying for one single video, and then using that one video across all its online platforms. The avenues for presenting the video to potential customers are many, and to maximize your video’s effectiveness you need to tailor it to the platform it’s presented on.

For instance, a video on your website can go long (60 – 120 seconds). You can examine the details of your product, keep the video interesting, and leave your customer with a complete understanding of how your business helps them.

But a long-form video is never going to get played on a social media platform like Facebook.
Instead of focusing on your one video, Facebook viewers are scrolling through a massive feed, catching up with their friends and family, seeing all the other sponsored content, and maybe, just maybe, catching some valuable insight from you. Continue the article here…

Good stuff, and these are techniques that we currently use ourselves. For instance the video that plays on our home page was created just for our homepage. For our SEO services being marketed  to the masses, we make different videos that are shorter and again, explain how we can help the customer and not just toot our own horn, so to speak.

Finally, there is one more thing you must take into consideration to get the most out of your video marketing to create good conversions is – optimize for mobile as well.

 

So to sum it all up, if you follow all of these tips you will help increase your conversion rates and get the most out of your video marketing efforts. Until next time 🙂