If You Could Triple Your Website’s Conversion Rate – Would You?
There are 3 critical aspects to a profitable Internet presence… Better Web Traffic, The Engagement Factor and Good Content – and you need to have ALL 3 in place before you’ll see any returns on your investment. This is the key principles behind the science of ‘Conversion’ – more commonly referred to as…
“Turning Visitors into Customers!”
It’s a no-brainer… You’ve worked hard to put copy and graphic content on your web site, so what’s stopping you from using the most powerful promotional tool of all time – STREAMING ONLINE VIDEO?
A study conducted recently by DoubleClick found that visitors are five times more likely to click on an online video ad than an ad without video.
This is why major players like Cisco and GM have invested heavily into this technology. In fact, the amount of money spent for online video is expected to triple in the next three years. How ready are you to be a part of this new wave?
You don’t need a huge budget to create online video content – the neat thing about web video is its low entry cost. So many digital devices today already have the technology you need to display it, and it costs virtually nothing to post a video on your own website.
You can choose to spend a fortune on video production, but this isn’t necessary. Most successful videos contain little more than a person speaking about their product or giving a demonstration. The key is creating the right kind of message for your business objective and then distributing it correctly.
Here are some secrets to attention-grabbing videos that viewers remember and act upon…
1. For any video to be successful the same principles apply as in writing good copy…
This starts with a good title or headline to make sure people actually open your video.
There are 3 important factors, in writing a good headline:
- Cater to your viewer’s self-interest
- Be fairly specific
- Peak their curiosity
For example, “Improve Your Health” has self interest but is neither specific nor curious. However, if you call your video “Improve your health while losing weight” you’ve now added specifics to make it stronger. Changing the title even further to “How a simple exercise improves your health while making you lose weight” now inspires curiosity as well, and will attract even more viewers.
2. Make sure that your video captures your viewers’ interest right off the bat…
…even if it’s just a talking head explaining your product. Make it clear what your viewer will gain by using your service, etc.
By and large, your video will be far more interesting if you can make it funny, inspiring, or instructional.
Here are some suggestions on ways to use online web video:
- Demonstrate the actual product in action
- Graphically illustrate the improvements to the viewer’s life if they start using your product.
- Offer tips and advice, or teach the viewer something they’d probably like to know
- Tell a story about your company.
- Use clips from one of your presentations or media appearances.
- Include a “video testimonial” of satisfied clients talking enthusiastically about your product or service.
- Post your videos on YouTube where it may not only go viral but would also drive traffic to your website.
- Speak on the video with the same enthusiasm and sincerity you would display in an actual face-to-face meeting with your client. This alone has far more impact than any amount of text on a website.
A Few More Tips on Using Online Web Video
Know your audience, and plan carefully for the image you want to project. Do you need to be casual or professional? Funny or serious?
Online video will also have a positive effect on your Search Engine Marketing, so make sure you optimize its use with the help of a professional.
Make sure there is a “Call to Action” on every video – e.g. applying for a free offer, reading a more detailed article, or even calling for an appointment. Then measure video views, viewers, and its success in moving people to the intended next action.
Finally, stay on the lookout for new ideas and directions.
With its exceptionally high return on your investment, in today’s business world, online video is one of the most important tools in your marketing arsenal and one that you ignore at your own peril!
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