How Videos Improve Conversion Rates

Many businesses view videos strictly as a marketing tool for exposure and brand awareness. However, video content is versatile and can be used for numerous effects including improving conversion rates. Optimizing your company’s videos can advance your conversion rates and even help improve your site’s SEO over time. Several businesses have experienced a 46 percent improvement rate on conversions after the addition and optimization of video content.

Video and Conversion

The fact that video results in higher conversion rates shouldn’t be a surprise to anyone. Unlike written content where the text is static and dependent upon the reader, video gives a face to your business and allows the consumer to connect with your company and its ideals.

Videos grab attention. Whether it’s a stunning visual, captivating music, or an intriguing narration, a quality video can grab a user’s attention within a few seconds. Once the consumer is engaged, the video can quickly cover a lot of content very quickly.
Videos explain. Businesses are taking advantage of “explainer videos.” These videos explain the mission or story of a business. People naturally want to learn, and explainer videos provide an opportunity for learning while explaining a problem that consumers have and how a business can fix it.
Videos improve SEO. Companies that upload videos to YouTube benefit from Google’s favor towards their video branch. Having a video on your webpage can increase statistics such as how long people stay on a page and increase click-through-rates. When combined, these factors improve SEO.

Effective Videos

While videos can improve conversion rates, the video must first be effective. Remember that the internet is consistently lowering the average attention span of daily users. Videos must catch attention from the start. Furthermore, various elements must be implemented to keep the user engaged throughout the entire clip.

Fortunately, taking advantage of “explainer videos” as referenced above, is an effective way to improve conversion rates. While audiences typically watch less than 30 seconds of a video, explainer videos are watched on average for approximately 2.7 minutes. Compare this statistic with the fact that on average only 28 percent of website text is read.

Explainer videos are so effective because they take advantage of both visual and verbal learning. Videos stress verbal learning by visually repeating information into the viewer’s mind. To be especially productive, businesses should look to explain their story or concept within 60-120 seconds. Maintaining this timeframe forces video creators to cut out any fluff and dive straight into the captivating content, thus keeping the viewer’s attention.

By crafting short and concise videos, the presentation also benefits because the values of the company as well as the benefits of their products and services are combined quickly with video, speech, and any extra graphics. Persuasive speech is good, but the more a video can focus on explaining a concept or story, the more likely it is to be effective. Furthermore, shorter videos have a greater share-ability than longer ones. Since the video is so short, it takes very little time to impress, and is likely to be quickly shared with family and friends.

Have you tried using “explainer videos” to improve your conversion rates yet? If so, share your tips below!

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Resources

Creating a video doesn't have to be complicated. Here are a few resources to help you along the way.

  • New to Video?

    A first timer's guide to
    producing video.

    Get the Book
  • How Much is
    a Video Worth?

    A complete guide to
    calculating the ROI of video.

    Get the Book
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