Increasing Your Conversion Rate with Video
Introduction
Embedded videos on your site can allow you to connect to your audience throughout various phases of the buyer’s journey. Videos can supply trustworthy information for engaging shoppers and prompting their response.
Whether an animated or live-action presentation, videos can give your audience expanded insight concerning your brand’s product or service. Although not all video styles are compatible with every marketing strategy, we’ll discuss what styles of marketing videos are popular, why they are, and how they are applied during the various stages of the customer journey.
Defining Conversions
Conversions are any actions a visitor makes that bring the person nearer to the desired action. One might say conversions are the action payoff for providing great viewer content. These actions might involve a purchase decision, email list signup, beginning a free trial, or other options, depending on your goal.
In developing marketing video content, each step must lead to your sales funnel goals for your potential customer.
Defining Sales Funnels
Conversion increase is difficult without a solid knowledge of how the various sales funnel stages function. This funnel depicts the combination of stages your customer passes through to make a purchase or reach the preferred marketing action.
Although this process can exist in several various forms, here is the simple four-step model:
- Awareness – This stage is where your audience becomes aware of your brand, knowing it exists.
- Interest – This is the stage where prospective consumers consider your brand based on the enthusiasm they get from it, what you offer, and your content.
- Decision – Upon becoming acquainted with your brand and its products, your potential customers will explore more factors pertaining to decision-making, such as cost, supply, and dependability. These aspects will assist them in determining whether they want to buy your product, join your email list, or other types of conversions.
- Action – This is when a prospective customer chooses to act on what information they’ve received already.
Comprehending and recording your marketing conversion stages is critical to learning what types of videos to use. Through adapting your material to targeted goals at specific funnel stages, you can designate the best kind of video that spurs more viewers to conversion.
Video types for each objective
Your choice of video style can help or hinder your video marketing plan. Let’s examine the most important goals for conversion generation and what video types can help meet these goals.
Cultivating consumer trust and highlighting company values
A personal face representing your brand can allow potential customers to relate to your business. When your audience feels this connection to you, they’re more apt to make a purchase.
Brand Stories
In relaying your brand’s values, brand stories are a great choice, highlighting your company, staff, and operations. These videos focus on your brand’s key objective and the team involved in making it all happen.
Client Testimonials
Videos containing client testimonials are an excellent choice to establish brand and product trust. Consumers generally trust unbiased, third-party evaluations. If your aim is to allay shopper concerns or give them confidence in converting, testimonials can bring results.
Displaying your products in effective, unforgettable ways
If your conversion type is related to merchandise sales, your video content should present these products to the best advantage, inspiring viewers to make a purchase.
Explainer videos
For a straightforward and compelling way to explain what you sell, explainer videos are an optimal choice. These are a perfect mix of informative and educative material that can instantly instruct your audience on the meaning of what you offer. Explainer videos are typically brief, under 90 seconds, targeted to a distinct audience, and address a specific issue for building a stronger relationship. With these attributes, explainer videos are ideal for YouTube paid ads. The next best effective paid ads would be Twitter and Facebook.
Product videos
Product videos are an excellent concept for highlighting your product’s qualities. This video type is usually created for online businesses where a shopper has no physical access to a display product. A video allows the consumer to view the various details of each product, adding confidence in your product line, and inspiring a purchase. Product videos also self-rank in search engines and YouTube, besides cultivating leads.
As with merchandise photography, your video must be a top-quality production, representing the strong standards you keep for your product.
Resolving buyer concerns
Many shoppers might feel last-minute uncertainties or struggle with misgivings prior to completing a sale. Using a video segment to alleviate these concerns is an ideal strategy for boosting conversions in the final steps of your marketing funnel.
Frequently Asked Question (FAQ) Videos
In addressing buyer concerns, FAQs are among the top video picks, helping dispel any customer doubts. They are designed to address important questions regarding your brand and to give comprehensive details about what you offer. Your FAQ videos should be basic, straightforward, and brief to keep audience interest.
Educational videos
These videos educate consumers about a particular aspect of your business, product, or the customer buying experience. Your educational video should have relevance, be direct, and supply concise, valuable information to your viewers. By making your educational video enjoyable and engaging, your message will greatly benefit your audience and leave an impression on them.
Conclusion
In many ways, videos are among the top options for helping to boost conversions. Bear in mind, however, to be most effective and relevant these videos must accompany a thorough comprehension of the business goals and sales funnels you’ve dedicated to your products.
For your first step, consider which part of your funnel needs improvement and what video method would best remedy this. Now you’re on your way.