How To Increase Conversions With Video

Any business will tell you that sales will always be a priority. With this comes the never-ending challenge of increasing conversions. More conversions mean more leads and an increase to your bottom line. Let’s be real, we all want that. To this point, video has become the best, most underused sales tool to increase conversions. EyeWideDigital says, having a video on your landing page can increase conversions by 80%. 

If this compels you to learn how to use video to increase conversions let’s get to it. Read on. 

1. Deliver a message unique to you

When preparing to create a video that converts into leads,  it’s easy to get caught up in comparing your story to one that has worked for other brands. There can only be one Nike, Facebook, or Uber. Sure, brands may attempt to follow the successes of another, but there are clearly defined differences.  If Netflix marketed itself like Blockbuster, they would be in a very different position right now. If Airbnb told the same story as Marriott, they would not have become competitors to the entire hotel industry. The fact is, the best selling tactic is to consider not using a tactic or strategy at all but to just tell the story that is yours. Contemplate the following questions to help you compile a unique message to be shared. 

  • How did the brand get started?
  • What is the brand’s mission?
  • How does the brand define success?
  • What problems are you solving for your target audience?

2. Make the thumbnail of your video something interesting

Marketers around the world take time to conjure up the perfect picture to use as a still for a video because they know it really matters. Video content can be entertaining, informative, and visually appealing to your audience which means you have to entice prospective viewers to want to watch what you have to offer. How do you do that? Make the thumbnail of your video something that will connect you to your audience. 

3. Build trust quickly 

Consumers want to trust the brands they purchase from, so you have to provide them with the vibe of trust in your video. Do so with professional-grade quality video, with talent that is authentic and relatable, and with clear facts in story form. When a viewer presses play on your video, there should be an immediate attraction to the person, the story, the service, or the product you are offering. 

4. Have a clear purpose and video type 

Ask yourself, why are you creating this video? What is the purpose? Is it a promotional video? A How-To-video, or a documentary video? It’s key to know what you are trying to accomplish with your video so that your ideas are easier to script and convey. A promotional video may need a theme, while a documentary may need a detailed narrative. When you discover the purpose of your video, it will be easier to determine the type of video you need to achieve your desired results. 

5. Keep it short

These days videos are getting shorter and shorter, especially on landing pages and in social media ads. You have to get your point across quickly, and you have to provide decisive direction to minimize confusion. According to Instapage, your video on your landing page should be no longer than 2 minutes.  After two minutes attention spans shrink. Realistically, in some cases, if you don’t capture the attention of an audience within 10 seconds, you may lose them for good. So keep your video content short and understand pending the purpose and placement of your video, there may be different lengths to consider:

  • Website homepage (30-60 seconds)
  • Landing Page (90 second – 2 mins)
  • Instagram timeline video length (3-60 seconds)
  • Instagram Reels (30 second max)
  • Instagram Story (15 seconds max)
  • Facebook timeline video length (20-90 seconds)
  • Website homepage (30-60 seconds)
  • Landing Page (90 second – 2 mins)

Video is a massive conversion creator because of its versatility to entertain, inform, and engage an audience. Not to mention, video content can be shared, reshared, and reused if need be. If we are honest with ourselves, video seems to be consuming us all daily in many aspects.

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