Increase Website Conversions by Adding Web Video to your site

Increase Website Conversions by Adding Web Video to your site

Increase Website Conversions by Adding Web Video to your site
4 min read
Georgina Wilson
Georgina Wilson 25 May 2015

Promotional Videos Company Profile Videos

web video offers a myriad of benefits:

  • It engages your customers

  • It improves SEO and increases traffic to your site

  • It increases your credibility

  • It makes your business memorable

  • It’s perfect for sharing

In July 2010, Chris Anderson, the curator of TED, held a talk entitled “How web video powers global innovation.” Anderson spoke of Jon Chu, a man who states that the internet has led to the evolution of dance. Chu says that dancers have created a “global laboratory online” by sharing videos of themselves. In other words, simply by watching and sharing videos, dance has now become more innovative and engaging than ever before.

Anderson hails this as a perfect example of “cycles of improvement driven by people watching web video”, and he couldn’t be more right.

Web video is now a game-changer when it comes to global innovation and information sharing. It has already revolutionised the arts - just look at what YouTube can offer unknown musicians and it now plays a central role in digital marketing.

The reason for this is simple:

Web video makes your customers see you as human, rather than text on a screen

The fact that web video can “humanise” your business is central to its success. It sounds crazy, but video can make you more relatable and likeable. Blogger Derek Halpern has shown how this is so. After posting an unedited video online, Halpern received lots of positive feedback. People commented about how they liked that he hadn’t edited out mistakes he had made while speaking. People were engaging with human error.

Halpern compares this to an unedited text posted to a blog. Spelling errors turn readers away, make them lose confidence in your professional opinion and provoke nasty comments about your intelligence. With text, people don’t engage with human error.

What Halpern concluded is that web video is more likely to provoke positive reactions, while text can easily provoke negative reactions.

People engage with web video very easily

Anderson presented a good theory as to why this is in his TED talk. While reading and writing are relatively new skills, face-to-face communication has been around since the age of the neanderthals. The human brain has developed specifically to communicate on a visual level - by looking at the speaker, by examining their body language, by identifying their tone of voice. While reading text is informative, it simply cannot engage with our primal communication instincts.

The good news is that this universal method of communication is now possible on a global scale, thanks to the internet.

Web video is a worthy investment

Many digital marketers have various misconceptions about web video. The most common one is that web video is expensive, which is simply not the case. An effective and engaging web video doesn’t have to be a blockbuster of James Cameron proportions.

The cost of producing video for web has fallen dramatically in recent years, and because of its global audience, its marketing value is clear.

The ‘sharability’ of web video increases its value

All you have to do is offer good quality, engaging content, and your viewers will do the rest. Your audience will like, comment, share and tweet without you having to lift a finger.

If that isn’t enough, supplementing your videos with apps can also increase your audience without any extra cost. Free apps such as Instagram and Vine can be used to create short promotional videos. Not convinced? Instagram has 130 million users. According to Simply Measured, 59% of the world’s most recognisable brands now have an Instagram account.

Web video doesn’t need to be complicated, it just needs to engage your target audience

We cannot stress how important it is to consider your audience and what they want. You need to communicate your message effectively, but in an engaging and creative way. What do you want to do? Do you want to discuss a service that you can offer other businesses, or do you want to promote a new product? Who are your target audience and what sites do they visit? All of these factors need to be taken into account.

Any video that offers viewers memorable, engaging and relevant content will almost guarantee brand and message recall.

Web video will play a big part of the future of digital marketing

Here are some recent statistics to prove it:

  • Cisco estimates that by 2017, web video will account for almost 70% of all consumer internet traffic.

  • In a recent survey by Forbes, 65% of executives stated that they click-through to a website after viewing a company video.

  • comScore states that visitors will stay on a site that contains videos for at least two minutes longer than a site with no videos.

  • A 2010 study by Implex found that including a video in email marketing resulted in a staggering 96% click-through rate.

  • According to a 2014 infographic by Bell Pottinger Wired, 86% of brands are now planning to add video to their site, with many prioritising it over social media. It also states that mobile web browsing could grow up to 50% in 2014.

  • Ooyala claims that currently, 10% of all web video is played on mobile phones.

  • Nate Elliot from Forrester has estimated that videos are 50% more likely to land a highly coveted place amongst Google’s first page of search results.

So, what are you waiting for?

If you have any questions regarding web video, please don’t hesitate to get in touch with us. We offer video production services from our own professional studio, along with monthly marketing reports that allow you to see just how much traffic web video can bring to your website.

Also, don’t forget to sign up for our blog below to stay up to date with our thoughts and ideas on all things digital.

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