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Creating a Conversion Video that Converts

A homepage video is one of the most important videos you can create. Once you’ve established what style and approach you’re taking, you’ll want to think about the content.

So, what should you include in your homepage video, and where do you start?

The core of your video comes down to answering these three questions:

  1. What do you do (or what problem do you solve)?
  2. How are you different/better than your competition? And
  3. What does that look like for your customers (how does it make their lives better)?

A homepage video isn’t meant to train the viewer to use your product or service. Instead, you’re providing an introduction that piques his or her interest. Don’t try to cover too much ground… limiting it to 60 or 90 seconds is ideal.

spykermedia's homepage video

A good approach to homepage video structure is to use the “three-act play” structure.

Act 1: The Set-up
Start by introducing the problems within the marketplace that your product or service addresses. Be specific, using two or three problems that your customers were experience before using your product or service…problems that you solved.  This lays the foundation for your video’s storyline.

Remember that your video’s first eight seconds are critical. Use them to grab attention and establish the issue you’ll resolve. This way, the people who have that problem will keep watching, and those that don’t will stop watching – which is fine, because they’re not your prospects.

Act 2: Raising Tension
Follow up with the solution (your product or service) and explain concisely how it solves the problems or issues raised. You’ll typically have time for three benefits or proofs. Show how your product or service solves three problems, or show three benefits that relate to the main problem you’re solving. (Three comes up a lot – it provides the optimum “rhythm”). You may also have time for a customer testimonial, which acts as social proof, independently validating your statements. Testimonials are a powerful addition, and work well with the documentary-style homepage video.

Act 3: Conclusion
Wrap up the video with the call to action (CTA). The CTA is where you tell the viewer what you want them to do next. It should be tied to your conversion goal. Remember: the video’s purpose is to increase your conversion rate, and this can’t happen without a solid call to action.

Examples of conversion goals:

  • Call or e-mail for information
  • Sign up for a free whitepaper
  • Sign up for our newsletter
  • Go to this page (“Product,” “Service,” “About”)
  • Watch this next video
  • Buy this product or service
  • Sign up for a free trial
  • Sign up for an online demo
  • Donate to this cause

Once your video is incorporated into your website, you can measure its success at increasing conversion rates. When done right, you should see a measurable increase in conversions.

Client Example: Conversion Max

Deployment

How you deploy the video on your website also plays a role in its success or failure.

Use a professional player (not YouTube) and make sure it appears “above the fold.” Pick a great thumbnail with a clear play button, so that people understand it’s a video and are encouraged to press “play.” We suggest letting people chose to play rather than auto-starting your video, but you can test this for yourself.

Carefully review your video analytics… don’t just look at the number of views, but also note how long people watch (the engagement rate) and what actions they take after viewing. You may notice the video has a steep drop-off at a certain point, or that people rewind and watch a part in the middle – which means it’s either important, or unclear. This informs you about edits to make on the video to achieve better results. Make these edits, replace the video, and review the analytics again to see if you improve engagement and conversions.

Conversion rates can be improved even with very small edits or minor adjustments in deployment. You can use a/b page testing to compare results from two versions of the video and fine tune results that way.  Don’t forget to optimize it for search results and submit your video sitemap to the search engines.

Good luck, and happy conversions!

OVERVIEW ON EXECUTION: When you create a conversion video, you want to:

  • Place it clearly in the browser so people can see
  • Have a great thumbnail image
  • Make a clear, big play button/trigger
  • Make sure the video is professional – it represents your company
  • Make sure it’s short (60 to 90 seconds)
  • CTA: Have a clear call to action tied to your conversion goal
  • Have a professional player
  • Track results (views and engagement)
  • Optimize it for search (title, keywords, context/text, sitemap)
  • Consider a gated player for lead capture
  • Consider social share buttons (Twitter/Facebook)


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