If you want your website to work more effectively, then the most important thing to improve is conversions. What’s a conversion? It basically means getting your prospect to take the action that you want them to. Keep reading, because I’m going to show you how you can use website video to increase conversions.
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Topic Summary
- Home Page/Landing Page Video
- Video Testimonials and Customer Profiles
- “How To”, or explainer videos
- Rich Snippets
- Conclusion
Home Page/Landing Page Video
The obvious place to start is to put a video on your home page, or the landing page that you’re driving traffic to. When a visitor arrives at your website for the first time, you basically have a matter of seconds to impress them before their attention wanders off.
Audiences expect to see rich media content like videos when they’re on the web. Increasingly, slabs of text-only content just won’t hold their attention.
The great thing about a home page video is that, within a minute or two, visitors get a pretty clear picture of who you are and what you do.
When visitors first arrive at the Dream Engine home page, they can watch a short compilation video of our recent work. They’ll learn about the type of clients we work with, and the calibre of our videos. At the end of the video, a call to action will appear, to help drive conversions.
Video Testimonials and Customer Profiles
When visitors first arrive on your website, its important to establish your authority and to build trust. Social proof is a very powerful force. When potential customers watch well made case studies or powerful testimonials featuring credible people, it really helps to reduce friction.
Here’s a screenshot from a customer profile video for Yamaha Music. It features well known guitarist, Diesel. His endorsement of the brand adds credibility and authority.
“How To”, or explainer videos
If you give your website visitors a clear understanding of how your product works, and how it benefits them, you’ll increase conversions. This is where “How To”, or explainer videos, come in to play.
Here’s a screenshot from a “How To” video we produced for Adslot. It’s simple but very effective, and in a couple of minutes you know exactly how the service works.
Rich Snippets
There’s another cool way to help boost your website conversions, and it starts before visitors even arrive at your website. Have you noticed how, these days, when you do a Google search, you’ll often see little thumbnail images next to some search results? These are rich snippets generated by website videos.
For example, if you do a Google search on the term ‘web video melbourne’, you’ll notice how the Dream Engine result has the little thumbnail next to it. This makes it really stand out from the other search results. People know that the page contains a website video, and they can see how long the video runs for. This greatly increases the chance of people clicking on your link.
It’s a little bit complicated to set this up the first time, because it involves embedding strange HTML code into your website, but once it’s set up it’s easy to do again and again. If Dream Engine is hosting your video, we’ll set all this up for you automatically.
Conclusion
The key thing is to be putting quality website videos on your site. You need to have a deep understanding of your customer’s motivations and goals. And you need to clearly articulate the benefits.
A mediocre video runs the risk of actually reducing conversions and undermining your brand. So if you’re putting video on your site, obviously make sure it is as professional and effective as your website, your logo, brochure, and other branding elements.
So the question for you is, what effect would increasing conversions to your website have? And what opportunities are there for you to use website videos?
I hope you’ve enjoyed this article. Thanks for reading. Do you have any questions or comments? Please put them in the comments box below. And if you’d like to discuss your next video production, get in touch with me today.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-profit sector to connect with their audience more effectively by using video.
