How Videos Can Increase Your Conversion Rate
Human brains process videos 60,000 times faster than text. In an age of instant gratification, consumers want to receive information in the fastest and most efficient way possible, meaning video is on the rise. Over a billion hours of video are watched on YouTube every day, and video streaming now makes up more than half of all mobile data traffic. This makes video an incredibly valuable tool for a business owner.
If you’re lucky, you’ll get a few seconds of attention from a potential customer. Videos attract attention, and customers are likely to stay on your page a little longer to watch the video. Having a video on your landing page is a great way to quickly get across information to browsers who might otherwise see a big wall of text, and click away. Consumers browsing the web have short attention spans, but a video could hold their attention long enough to pique their interest. This means they would stay on your site for longer and leading to an increase in conversions.
Businesses have been using video to advertise their products and services for a long time, just look at TV adverts. Now, in the age of the internet, businesses must adapt in order to maximize their profits. Having videos on your landing page can provide information quickly and in an engaging way, providing the expected instant gratification to the customer. People just don’t have time to read pages of text.
It’s vital to keep your business relevant, especially because we are in an age where technology evolves so fast. Business owners must keep up with the latest marketing trends and techniques, so as not to risk being left behind. To read about the benefits of using explainer videos in 2019, click here.
Reach Your Audience
With such massive competition for e-commerce businesses, reaching your audience is more important than ever. When available, 60% of people will watch product videos. This means there’s a much higher chance of consumers understanding your product or business, and therefore reaching its target audience.
A video is much more likely to be shared and viewed by the person it was sent to. If you were sent a long boring article and a well-made video, which would you watch? Tweets with videos relieve at least 28% more retweets, and these sharing opportunities make your content reach much further. Creative video marketing can really improve the reach of your business, read about why it’s becoming so popular here.
Mobile viewers often re-watch the same video multiple times, and with each, a sale is more likely. Video is much more relatable than text, and this helps build trust between business and consumer. Did you know that publishers who feature visual content grow traffic 12 times faster than those who don’t? As well as making sales, videos should aim to improve the overall shopping experience. Leaving a viewer with a good impression of your business is vital to generate conversions, and will, of course, benefit sales.
A product video should explain the features and benefits of your product. It should attract and engage the audience, outlining how your product or service is going to solve their problems. Because of the interactive nature of videos, they’re much more engaging than text. They can help convey a story and leave a lasting impression with the customer. Providing information in a simple and easy to absorb way will increase conversions and lead to a more successful business. Explanatory and educational videos are a great way to get your customers and potential customers engaged.
Videos like tutorials, demonstrations, and how-to’s do a great job of explaining how your products and services can be beneficial. Because they’re so useful, they hold the audience’s attention and even encourage sales. Just remember to keep your content relatable, you don’t want to bore the audience.
Before making a purchase, most people have the same few basic questions. Video can answer these questions without making the customer search around, which would risk losing their interest, and simultaneously advertise the product. People are much more likely to watch a short video rather than try to sift through all the information on your website. Therefore, you are in control of how they receive the information, meaning you can emphasize your top-selling points and create more conversions.
Show the Product
One disadvantage to having an online business is the digital separation between product and consumer. Customers are unable to see and hold the product in their hands. A video is as close as an e-commerce store can get to letting customers actually handle the product. Having a video on your e-commerce store product page has a massive impact on conversion rates. Potential customers want to know and see as much as they can of the product, and showing them is an easy way to increase sales. Animation Explainers offers e-commerce videos as a service, learn more here.
Rather than an edited and touched up advertisement, show real people using your products. If your product seems complicated, show the ease of use in a video. These are easy ways you can gain trust from consumers and increase your conversion rate by keeping them on your site. Consumers need to be convinced that your company will give them what they need, be it solving their problem, or providing a useful product or service.
Having informative and professional videos on your site can help instil confidence in customers about value and quality. When you show a product working in a video, it wins the trust and adds credibility to your claims. This all helps to encourage your customers to make purchases, and increase your conversions.
Hold your Customers Attention
For businesses selling software rather than physical products, video can be especially important. SaaS (Software-as-a-Service) often has lots of complicated features, with pages of text in explanation. However as mentioned, site visitors generally have very short attention spans.
the text on your site is still important, as it can contain detailed explanations and other data like specifications. This is still necessary to have available in case a customer decides they’re interested and wants to do research on your product.
But before all this, you have to grab your customer’s attention. For this, a short, fun, informative video should explain your software. Outline why your product is the best choice, and why the customer should buy it. All these features mean keeping browsers on your site longer, inevitably leading to more clicks and conversions. Software explainer videos are a very effective way of helping customers to learn about your product, so why not check out the services Animation Explainers offers.
If a video is the first thing a customer sees when visiting your site for the first time, they will likely be more engaged to buy your product and business. Studies show that having a video on your landing page can increase conversions by 80% or more. Well made explainer videos can turn a browser into a customer and really benefit your bottom line. A video should pique your customer’s interest, meaning there’s a better chance they’ll further explore your site.
Maybe you could try ending your video with an invitation to a free trial. This way the customer will have quickly learned about your product and hopefully, this entices them to sign up for a free trial. After that, your product or service should speak for itself, and hopefully, generate a new customer for your business.
Encourage Repeat Purchases
Return customers are vital to a successful business. One popular way of creating more business is to send follow up emails to customers after they’ve made a purchase. In these emails, you can recommend other products or services your business offers, related to their original purchase.
To make this method more effective, use a product or service explainer video. This is much more efficient than sending a few paragraphs of text. Imagine a customer browsing through their emails, they are much more likely to watch a well made two-minute video than read a large email of text. By the end of the video, the customer should understand why this product can help them, and go to your website for more information. The more web traffic, the higher your conversions will be.
According to a report from HighQ, when sending a video via email and including “video” in the title, there’s a huge 65% increase in click-through rates. This is such an easy way to increase your conversions by simply creating more web traffic.
Raise your Search Rankings
All e-commerce business owners know that search rankings have a massive impact on the success of your business. The exposure you can get from ranking highly on search engines can be more valuable than any other aspect of your marketing. Lots of time and resources go into raising search rankings in many different ways, but video can also have a big positive impact. There are also plenty of other examples of why video is crucial for your marketing strategy, read more here.
Because of the popularity of video on the internet today, a large proportion of searches with video as the first few results. Having a professional and interesting video on your website, or on YouTube under your company name, can have a big effect on conversions.
The more your video is viewed, the higher up the ranking you’ll move. Higher quality videos are much more watched and shared, so make sure you present your company in a way you’re proud of. This way, you can indirectly use video to make your business more visible, and generate more conversions.
Andrew Maff is the Director of Marketing and Operations for Seller’s Choice, a full-service digital marketing agency for e-commerce sellers. Andrew is a digital strategy and marketing expert with over a decade of experience improving the online presence of e-commerce sellers all over the world.