Video Strategies to Improve Your CRO
Conversion rate optimization(CRO) focuses on increasing the percentage of users visiting and converting for a website or landing page. Video marketing is an effective tool to engage a user's senses and guide them through the customer journey.
Creating effective audio-visual content requires a deep understanding of the product, service, and target audience. An immersive mix of videos delivered at different touchpoints may prove as an effective strategy to improve the conversion rate.
In this article, we discuss how you can build an effective video marketing strategy and increase the conversion rate for your business.
How To Create A Video Strategy That Improves Your CRO?
According to Statista, an average USA adult is most likely to spend approximately 80 minutes per day consuming video content.
Similarly, a report released by Wyzol in 2020 showed that 87% of video marketers claimed that video helped increase traffic to their website while 80% of video marketers saw a direct influence of video on the increase in sales.
Efficient video marketing requires strategic planning and execution to ensure it helps improve the conversion rate.
Here are some simple steps to create an effective video strategy to improve CRO:
Storytelling is an effective communication method to connect with your audience. It makes the video more relatable and kindles their emotions. When the audience can relate to your product or service, it increases the chances of them converting. Storytelling helps build trust in your audience.
For example, Dwayne "The Rock" Johnson's sportswear brand Under Armour does a great job in video storytelling with the Will Finds A Way ad campaign.
The campaign celebrates hard work, determination, and perseverance and is meant to motivate people as it shows men and women who work hard to accomplish their goals. This campaign is a great example of video storytelling that resonates with audiences.
Optimize video placements
Every platform where you publish your video attracts a slightly different audience. For example, people visit Instagram to consume short, bite-sized content while someone visiting YouTube wouldn’t mind watching a video longer than five minutes.
It is vital to understand how you place your content to maximize its effectiveness on the audience. Avoid restricting video placements to social media platforms.
To improve conversions, you can also place specific videos on your website or eCommerce marketplaces. Including a video on your landing page can help increase the chances of website visitors taking the desired action, whether it’s making a purchase or signing up for your email list.
Create different video types
Several content types can help attract customers at different stages of their journey. It is necessary to create content that the audience wants to help them traverse through the customer journey.
You may create videos that showcase the product in use, explain the functioning of the product, reviews about the product, promotional videos, and even videos that people behind the scenes.
Creating different video types provides you with an opportunity to address several questions that the audience may have about your business or product. It increases their chances of exploring more about the product or service and converting.
Check out the product launch video from Blendjet, introducing their next-generation product - the BlendJet 2. The video does a great job of highlighting the key features and benefits of the product in a way that is easy for users to understand and remember.
Include a call-to-action (CTA)
A critical technique in improving CRO is to add call-to-action buttons/links to increase the effectiveness of your video strategy. It also helps enhance the user’s browsing or shopping experience by guiding them to the next step in the customer journey.
The call-to-action may be added to the video strategy in several forms:
1. Include it in the video: The voice-over in the video may direct users to the next step. For example, you may include phrases such as ‘like, share and subscribe for latest updates’, ‘click the link in our bio to know more’, or ‘follow the link in the description for more details’. Adding additional incentives such as discounts may improve CRO.
2. Add relevant links: Include actionable links at the start or end of the video to increase conversion rates. These links could come above or below where the video is placed, or even as pop-ups on websites. Include keywords like "sign-up", "follow" or “get instant access” to improve CRO.
3. Customize the video thumbnail: The video thumbnail can act as a powerful call to action for people to view your video and take the next steps. An effective video thumbnail kindles people’s curiosity to learn more.
Test your content
Use A/B testing to see what best resonates with your audience. It helps understand your audience better and guides future content development.
You can test different video formats, voice-over language, copy on the video, call-to-action links, and even the video duration. Constantly testing your video strategy helps make it more effective in improving CRO.
Analyze data and feedback
Collect data on how people react and respond to your video. Analyze the customer journey and conversions you receive through the video.
Analyzing the responses will help tweak your video strategy for improved performance. It also helps you understand the gaps in content and create videos that may help you address them and increase the conversion rate.
Analyzing data, monitoring content effectiveness, and creating videos that improve your video marketing strategy requires continuous efforts. You may choose to hire an agency to help you through the process and implement a strategy that benefits your business.
Video marketing is increasingly gaining popularity with the rise of social media and eCommerce, and helps enhance the audience experience. By making a few changes to how you produce and market your videos, you can see a significant increase in your conversion rate.
Let us create an effective video marketing strategy for you!