Getting visitors to your website is one thing. Converting them into customers is another!
Many businesses generate plenty of interest on their site, but struggle to get sales. If this sounds like you, read this article to discover how investing in online video production helps to support your marketing strategy boosts conversions and increases revenue.
What This Article Covers
- Why video production works
- Which videos help with conversion
- When, where and how you should use video to boost sales
- Top tips to get the most from your online video content
Why do Online Video Production Services Work?
The internet provides instant information and entertainment. Because of its immediacy, users expect content to be easy-to-access – they don’t want to work hard to get it! This is precisely why video content is so effective.
Online videos present information in a speedy, simple-to-understand format. They’re visual – which is useful, given that humans are hard-wired to recollect visual information.
In fact, they’re so much more appealing than written text alone, that 90% of customers agree that making online purchases is better with visual stimulus (Invodo, 2015).
Video marketing has gone from being a luxury to a must-have. It delivers messages in a natural, engaging manner, and builds brand awareness. According to Unruly, an enjoyable video advert increases purchase intent by a staggering 97% – and improves brand association by 139%. Now, that’s what we call a good reason to invest in online video for your business!
Most recently, interactive video has emerged as a massively useful asset for finding out more about what your customers and what they want from you. Here’s our first attempt at Interactive Video and some more information about the technique.
Which Online Videos Boost Conversion?
This form of video is useful for:
- Establishing yourself as an expert in the industry
- Building trust
- Appealing to a B2B or B2C target audience
- Conveying business ethos
Once trust is established in your brand, people are much more likely to buy from you. This is simply because people like to stick to what they know and love, particularly when it comes to brands. Your corporate video can essentially act as your “About Us” and using this to establish your authority in your industry is an unbeatable competitive advantage.
Statistics show that 65% of executives visit a business website and 39% call the business direct after watching their video (Forbes).
This type of video is great for:
- Conveying your USPs
- Building competitive advantage
- Presenting yourself in a relatable, engaging way
- Repurposing for every stage of the customer journey & product life cycle – for great ROI
Promotional videos tell the world about your brand and present your products and services in the best possible light. They showcase your unique selling points and your competitive advantage – both very compelling reasons to buy from you. Better yet, this particular type of video fits in nicely with your marketing strategy at any stage of your product’s lifecycle.
This type of video is perfect for:
- Showing off product features
- Instils confidence in your product
- Builds brand credibility
- Removes doubt from customers mind
- Answers a range of questions about your product and features
A product demonstration video works wonders for converting interest into purchase. By showing your product being used as the customer would use it, it adds credibility to your marketing messages and removes any lasting doubts in their mind.
In fact, 52% of customers say they feel more comfortable about purchasing after watching a product video and has been shown to increase conversions on landing pages by upto 80%!
Event videos are ideal for:
- Repurposing for future marketing events, such as product launches, product announcements or conferences.
- Capturing your brand ethos
- Building excitement
- Establishing yourself as a progressive brand
Filming events is a great way to establish yourself as a proactive, forward-thinking business. This builds interest, engagement and trust in your brand – all valuable things when boosting conversions! The transparency you show through filming your corporate events will give you a massive boost in your power to convert interest into sales.
Where and How to Use Online Video
On your website:
Top Tip: Using an interactive video player lets you add smart contact forms, intuitive chapters, CTA buttons and much, much more to your video content. Not only do these features encourage (and deliver) more purchases, but it also collects valuable data about your target audience that you can use to refine your campaigns.
Use your corporate video, explainer, promotional video or product demo to promote your products and services, explain key features, and direct customers to buy or to other important pages on your site. Within the retail sector alone, viewers who watched video content on a website were 400% more likely to convert to a sale than those who didn’t- and that’s pretty impressive!
On your landing page:
Including video on your landing page can increase conversion by as much as 80%, according to Unbounce. Testimonial videos are particularly effective – and studies show that 90% of people are influenced by great reviews when purchasing online (Dimensional Research). Product demos and explainer videos are great for addressing confusion and clarifying the USPs of your products.
On social media:
Video content is the most shared form of content on social media – by a significant margin. More shares mean more brand awareness, more click-throughs to your site, and more conversions. A promo video is the perfect tool for ensuring all three!
Did you know that simply using the word “VIDEO” in the email subject increase open rates by 53% on average. Similarly, adding a video within an email leads to a 200-300% increase in click through rates. That’s a lot more traffic to your website.
Business Video Production Company – Exclusive Tips
We’re an online video production company in London, and have been creating videos for several years. As a result, we have refined our production process and we’re perfectly positioned to help you. Here’s some advice for creating a high-converting video.
Get to know your target audience.
To create an online video that appeals to your target audience, you need to know them well. Find out as much as you can about them. How old are they? Where do they live? How do they communicate online? You can then tailor your content accordingly – along each step of the customer journey.
Keep it simple.
Convey your message as simply and engagingly as possible. Too much information prevents natural flow and makes video content less enjoyable for the target audience. It’ll also dilute your key marketing messages and confuse your audience about what to do next. If you have things you want to say which aren’t in your video content, write some blog articles and use your video to drive people to and support these articles.
Keep it short.
A Wistia report found that more people will watch a one-minute video to the end than a two-minute video. Keep your message as short and to-the-point as possible.
Back it up.
If you make a statement, back it up with evidence. Testimonials and product demo videos are ideal for this. By visually demonstrating your product and its key features, you instil confidence in it – and your brand. After all, seeing is believing. Similarly, word-of-mouth recommendations are one of the most powerful marketing tools you can have. So make sure to use testimonials from the people who already love you.
Include a CTA.
The icing on the proverbial cake. Your lead won’t convert to a sale unless you actively tell them how to buy from you. An interactive video embedded onto your website is a powerful tool for doing just that, as they won’t even have to stop watching your content to buy from you. If you host your video on YouTube, you can also add some CTA via annotation, card and featured content to direct people to where they need to be.
Still not sure what to include? We’ve already go into detail about effective calls to action, right here.
Business Video Production Company in London
If you’d like help increasing conversions and attracting more engaged customers to your website, contact WebVideos today. We’re an online video production company based in London, and we integrate video production and marketing knowledge to support and enhance your marketing campaigns.
For further tips and news, sign up to our newsletter or download the free 4-part Guide to Video for Business 2016 here .