Using video to convert visitors to customers

In other blogs, we’ve delved into the benefits of hosting videos on your website. Like how it creates a richer user experience. And how it boosts SEO and web traffic.

But let’s think about the next step: how do you use video to actually convert site visitors to customers? Even if site visitors aren’t purchasing products directly from your site, it’s likely they’ll visit it before deciding if they’ll buy from you. And videos are a proven way to make that happen. 

Recent studies found that 96% of shoppers find videos useful when it comes to making purchasing decisions online. That opens a massive door of potential to convert viewers to customers. But how? Here are a few proven methods to turn site visitors into loyal clients.

MAKE IT PERSONAL

It’s one of the newest tools in video marketing and it’s predicted to be the most successful in converting new customers: personalised video. Believe it or not, the digital world is incredibly personal. Spotify suggests mood playlists based on the time of day; Amazon knows what you want before you search for it and you’ve probably noticed Facebook adverts for engagement rings after a relationship status update.

The same trend is cropping up in video marketing. It’s basically a means of using data to create demographic-driven videos that are entirely specific to the viewer. And these aren’t just specific to geographic location and the time of day (as cool as that is). Personalised videos can use data to target consumers’ personal interests: like safety, value for money or being on trend.

By focusing on personal interests, videos feel authentic. It helps site visitors connect with your brand on a deeper level and ultimately persuades them to purchase your products. Check out this demo of personalised videos from Video Smart, which demonstrates how they can be used.

USE HOTSPOTS

To increase conversion rates, your website and videos have to create a shopping experience. They need to replicate that feeling of browsing, exploring, discovering and connecting with products that we get from hitting the high street. 

A great way to create that experience online is by adding ‘hotspots’ – interactive mechanisms that link items to webpages. It could be a pair of jeans that links to a shopping cart; sports equipment that links to product pages or food that links to your restaurant’s menu.

Not only do hotspots add a touchable element for a better online shopping experience, but they link to a useful place where site visitors are encouraged to take the next step to becoming customers. 

SHOW THEM IN ACTION

Instructional videos are another proven way to boost conversions. Along with a written description, embed a ‘how-to’ or demonstration video that shows your products in action. Invodo research found that 73% of consumers are more likely to make a purchase after watching videos that explain a product.

The same rule works for services. Use videos that demonstrate how you do what you do. Don’t be afraid it’ll give away your trade secrets – visitors are on your website because they need an expert and, odds are, they won’t become one just by watching how you work. Focus on showing how knowledgeable you are in delivering that service and encourage them to make a booking. 

THE CALL TO ACTION

A strong call to action is vital for conversion. No matter what you’re selling, you need to give the viewer a clear direction as to how they can get it. 

One of the simplest ways to do that is to insert a screen at the end of the video that’s complimented with an audio description explaining the next steps for the viewer. The message might just be your contact details and an encouragement for them to get in touch, but it’s an effective way to convert site visitors to customers.

PUT IT IN THE RIGHT PLACE

Finally, don’t forget the basics. Your video won’t convert site visitors if they can’t see it, so embed it on a landing page that’s relevant to the products you’re promoting. Not only will it help site visitors find it, but it’ll also boost SEO and ultimately direct more traffic to your site.

Another important point: make sure it’s in a suitably sized video player that sits above the fold of the webpage (the bit you can see without having to scroll down). Also, avoid auto play and don’t put your video in a pop-up box. Both are off-putting to viewers; making them disconnect with your brand and thus less likely to become a customer.

If you want to find out more about using video to sell your products or services please visit www.visualnarrative.tv or free to drop me an email on shane@visualnarrative.tv or add a comment below.