Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

Chapter Eight

Video Conversion Strategies

There’s something about video that trumps just about every other form of media currently out there. Video allows us a richer experience using more of our senses than just text or audio alone. It’s about as close to real life as we can get, at least until holographic video technology gets a little further along. We can see and hear the message clearly, and if it’s done well, we can almost smell and taste the sizzling steaks cooking away on that shiny new stove they want to sell us. It’s a powerful communication tool and a powerful conversion tool, too.

When it comes to conversion rate optimization, the quantitative and qualitative analytics behind the video are extremely important if you’re going to make improvements.

For example, when you host your videos you can track all sorts of viewer data, including what parts of the video they watched, where they stop, where they play, where they replay, and so on. The ability to gather data on how your video is being watched is a key to improving conversions beyond just split testing.

The most popular video hosting platforms include YouTube and Vimeo, but these sites do not yet include the analytical data necessary to make educated conversion improvements. Private solutions like Bright cove and Wistia give you more analytical data to use to help you make decisions about improving conversion. My personal favorite is Wistia, based on their overall value and accessibility to businesses of all sizes. ...