The jury is split when it comes to using videos on a website. Some say people don’t watch them; it’s quicker to just scan through text or check out a couple of images. Others say that videos provide information that cannot be conveyed any other way – and therefore they are essential in some cases. The question is, can videos actually work to boost a website’s conversion rate – or are they just another feature that only serves to complicate a site?
There are some ‘experts’ out there who are ‘anti-video’. That is, they believe that websites are generally better off without them – and they do nothing to boost a site’s conversion rate. Basically, some people have found that site visitors simply don’t watch videos. Clips take too long to load and too long to watch – it’s quicker for them to just scan text and absorb information that way. Additionally, some experts feel that videos only serve to complicate page layout; it’s just more clutter that gets in the way.
On the flip side, many conversion rate experts are now warming to the idea of videos. These days, an increasing number of people have a reliable internet connection – gone are the days of dial-up! This means that there’s less frustration surrounding videos. It’s less likely that a site visitor will be conscious of their data usage, or having to wait for the video to ‘buffer’ thanks to a slow connection. In this day and age, watching videos online is just more common – and therefore site visitors are more receptive to it. It’s a well-known fact that great images boost your conversion rate – most people no longer need a conversion split test to confirm this. Well, a video is essentially a ‘more informative’ image; rather than just showing a product, you can demonstrate what it does. In short, videos have the ability to convey more information. An increasing number of online marketing agencies are starting to offer landing page optimization. On-trend agencies are already reaping the benefits of using videos to boost conversions – and so are their clients!
Different types of videos
Videos can be used for different purposes on a website, such as:
• Educational purposes – to show how something works, or to explain a particular concept.
• Show off a product – to show a product in greater detail.
• Business overview – to provide site visitors with a brief overview of a company; this helps to show character and instil trust.
• Testimonials – These days, anyone can write a testimonial, and site visitors don’t know what to believe. A testimonial in the form of a video is far more trustworthy.
It seems as though 2015 is fast becoming the year of the video – it certainly is one of the hot trends this year! Of course, there’s no point posting a video for the sake of it; they don’t suit all businesses. If you are planning to use a video on your site, make sure that it serves a purpose and suits the message you are trying to convey. It’s also a good idea to consult an expert for conversion in Sydney – there’s nothing worse than an amateur clip! If your website is suited to having a video – and it’s done well – there are exciting times ahead. Bring on the conversions!