There are a few valuable features that a website must have to be effective.
Mobile friendly design, fast loading times, simple navigation, and a clear call to action to name a few.
But there is another valuable feature that consumers are looking for on your website that will increase conversion rates, improve your position in search, lower your bounce rate, and increase the time that people spend on your website.
That feature is video.
You could write a perfect sales pitch or company introduction and place it on your website, but at the end of the day, consumers would rather watch a video about a product than read about it.
Think of how much better you could explain your business or demonstrate a product in a face to face interaction.
Don’t just tell people what you do, SHOW them!
Through video, you can increase the ROI of your website and make it work smarter for you.
Does your site actually need video?
Here’s a quick test:
Review your site analytics to determine how long people are staying on your website. Are people leaving after an average of 30 seconds, even though it takes 55 seconds to read the text on the page? That would be an indicator that you need to present the information in a more user friendly way like video.
Is the bounce rate high? That may mean that visitors are not finding what they are looking for (video!) with a quick glance of the page.
Now look at your conversion rate. What action do you want your visitors to take on your website, and how many people are actually doing it?
A recent study showed that retailers who had videos on product landing pages had around a 9% conversion rate. Is your website converting at 9%? How much more could your website be converting if you added video?
What videos should you start with?
A short business documentary is a great way to introduce yourself to visitors of your website.
These types of videos form an immediate emotional connection with visitors that can go a long way towards converting them to customers. Here’s an example of how our client Entech is using their business documentary on their website.
Another great piece of video content is customer testimonials. When placed near your call to action, they are a sure fire way to make conversion rates skyrocket.
It can be intimidating asking a client to sit in front of a camera and talk about why your business is awesome, that’s why we have put together a few tips to make the ask a little easier.