The Importance of Online Video – Social Media and Conversions
Lately we’ve been working on and developing multiple videos and rich media presentations for various applications and I felt I’d be beneficial to discuss some of the benefits video can bring to the table and what we’ve seen happening. I believe video is the best way to quickly educate a visitor on your service or product, but it also has a lot of value in other respects.
For many of who run (or advertise) eCommerce websites / online stores or even a serviced based business, it’s not always easy for the owners or partners to meet with each client and give your customers the warm feeling that you’re there for them and you genuinely care about them. Online video is the perfect way to say “hello”, introduce your company and build that personal connection. The personal touch may be a larger benefit to a service based business while product demo may be more powerful for the eCommerce industry.
Working with Germ Guardian on their most recent site launch we not only developed a custom eCommerce website, but also put together a rich media piece that incorporate a presentation and also has video embedded. The rich media piece has been used on their website but will also be featured on Cosco, Lowes, Walmart and other various outlets in which they sell. Within days of the launch we saw the presentation almost double their sales of the featured product. Why? Because a buyer wants to know what they are getting into. They want to lear all they can about the product and we need to make them excited!
Keeping a visitor on your website and engaging them in one of the toughest parts to developing any website and we’ve found that video make it much easier to accomplish that at a high level. Simply offering video on the homepage will often double the time a visitor may spend on that page and in the end increase your conversion rate. As we all know, in the end it’s about the conversion rate! Below are a few tips to consider when developing an online video:
- Be to the point. If the video drag on too long your visitor may lose interest. Say what you need to say or show what you need to show in order for someone to make the decision of buying from you or requesting more information. I believe product demo should be short while a company introduction or overview may be longer.
- Quality is Key. We’ve all seen the attempts at web video that look like they were shot on a web cam. If the video is not as professional or as high of quality as your products or services, don’t use it! Spending the money on professional video recording is the best money spent.
- Brand it well. When shoot and editing the video be sure to include contact information at the end, your website address and of course your logo. Use company colors throughout and be sure there is a call to action (purchasing, calling, filling out a quote request, etc.)
- Share it! Once your video is done it may have a powerful impact on social media sites, You Tube and all over the web. Don’t put the video on your website and no where else. You have it, show it!