Video is hot right now and it’s time to jump on the bandwagon, if you haven’t already!  Just grab a camera and start shooting… The views and clicks will start rolling in and you’ll soon be reaping the benefits, right?   Well, maybe…  First you’ve got to decide what you’re actually trying to do with all these videos. Uploading video to your website for the sake of it isn’t going to improve your marketing.  If you’re dipping your toe into video, a great place to start is by creating videos that you know will increase your conversion rates.  After all, who doesn’t want more sales?  Time after time, video has been proven to produce conversion-boosting benefits. Why not take advantage of the medium and use it to grow your business?  So, let’s get started! 

1. Use Videos On Your Landing Pages 

If you’re running a large campaign where you’re funnelling prospects to a landing page, there are a number of reasons why adding a video is a good idea.  First off, if your traffic is coming from a broad range of sources you may have a large number of cold leads who have never heard of your product or brand before. A video can bring that additional human touch, educating prospects about your business and providing reassurance that you are trustworthy.  Landing page videos also allow you to get your message across quickly, which is vitally important. According to one study, videos are also more memorable than text, with viewers retaining 95% of a message when they watch it in a video compared to 10% when reading it in text. Of course the real reason you want to include a video on your landing page is that it can increase conversions up to a whopping 80%. 

2. Use Videos On Your Product Pages

When you’re buying a product online, it can often be difficult to get a feel for how the product really works or what it really looks like, even when there are high quality photos.  Take a pair of sneakers for example. They may look cool in the photos, but how do they really look when you’re walking around in them? A video that depicts a model walking in the shoes can give you better understanding of how they will look on your feet—a vital piece of information that could convince you to go through with the purchase.  So does it work? According to one study, 73% of consumers say that they are more likely to buy a product after watching videos that explain how it works. 

3. Use Videos to Capture Leads 

Using videos to encourage conversions via shopping carts or lead magnets is one strategy, but you can also use the videos themselves to generate leads.  These days, it’s quite simple to insert a sign up form at a key moment in your video. Wistia did an analysis of over 15,000 videos using its Turnstiles feature and found that an email capture form placed in the first 10-20% of the video achieved conversion rates from 38-43%.  For best results, create a compelling introduction to your video, then introduce the email capture form. If you leave your prospects wanting more, they’ll only be too eager to enter their details. 

4. Use Video Testimonials 

Social proof is a powerful persuader, and 88% of consumers trust online reviews as much as personal recommendations. But what’s even better than an online review? A video testimonial! Video is a powerful and intimate medium that can help you convey an authentic message about your product or service that is far more effective that an online review.  Video testimonials show that you have a deep connection to your customers, and that your service was so good, that they’re willing to go above and beyond to recommend you. 

5. Put a Video on Your Homepage

Homepage videos are a little controversial, and while they can boost conversion rates up to 80%, there are quite a few caveats when using a video on your homepage.  The first thing you need to be sure of is that the video doesn’t distract users from the CTA. Avoid annoying pop-up videos, over-the-top autoplaying videos and background videos if possible. Instead of being the main attraction, your video should bolster the claims you make on your homepage.  Also make sure that your homepage video doesn’t slow down your page load times or affect your user experience.  For more great content on video marketing, check out my interview with Sunny Lenarduzzi on the Marketing Speak podcast.