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Video provides a linear path to Conversion

Directing website traffic is hard!

One of the problems with a website is that it consists of many pages and any visitor is faced with a lot of choices as to where to go in exploring the site.

An optimal path, from the site owner’s point of view, might be to start at the home page and get an overview, then go to the product page, learn about the product, then see the case studies or testimonial page, and then arrive at the price page primed to buy… but what is to stop a visitor from going straight to the price page? The latter path would clearly lead to fewer conversions – but it is hard for a website to steer people through an ideal series of steps to conversion.

path to success

Video: the path to success

Here is where video stands out.

Video is a linear medium.

Each video has a beginning, middle and end.  The opening needs to engage viewers and draw them in, laying out the pain point. The middle shows the benefits of your product or service, tying them back to the pain point and selling the solution. The end directs them to the action you desire. One video by itself might not sell people on a complex product, but two, three or more videos can be connected to continue the linear experience.

For example, your home page or conversion video (as described above) might end with a call to action directing people to watch the product demonstration video. You can link the videos directly – having the second video load automatically in the same player – or send people to the page with the product demonstration video. The later solution works better for search engine optimization, because the text on the page will match the text in the video description, title and keywords, and submitting an xml video sitemap to Google works better with one video per page.

As people watch the product demonstration video, their commitment level rises and the call to action at the end might invite viewers to watch a case study video or view some testimonial videos. Viewers are sent to that page, and can watch several testimonials and/or the case study video, before finally being asked to call or e-mail for more information or be delivered to the pricing page and asked to buy.

By handling it this way, you have walked your website visitors through the exact path you want them to follow in order to lead them to conversion.

You can also use analytics to track progress through each step in this sales funnel. This enables you to find weak areas and make adjustments to things like the length of the video, the call to action, music, play button, etc.

Video is linear; that’s part of its power. When crafted carefully, a series of interlinked videos can be used as a direct path to profits.


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