The Conversion Code, 2nd Edition

Chapter 8How to Use Videos (and YouTube) to Attract and Convert Leads

Thanks to their massive scale, YouTube can be a major source of traffic and leads. If you are making videos for your business and want to get more out of them, I have good news. You already did the hard part. You made the video. The easy part is marketing and advertising your video.

Wistia makes generating leads using your videos simple and effective. You can add advanced CTAs into your videos, such as an email form that has to be completed to finish the video.

For example, a real estate agent could show the outside of a property and the foyer but require someone to register to see the rest of the rooms. They could show the full video of the home but then, at the end, make someone register for the price and address.

THE IMPACT OF THE TYPE OF CTA IN A VIDEO ON CONVERSION RATE

• Email collection forms in videos have a 10.32% conversion rate.
• Full-screen pop-up with a button (video stops) has an 8.76% conversion rate.
• Annotation link (video doesn't stop) has a 1.8% conversion rate¹ (Figure 8.1).

Figure 8.1 Conversion Rate Based on the Type of Pop-Up in a Video

THE IMPACT OF WHEN THE CTA IN A VIDEO OCCURS ON CONVERSION RATE

• If you have a CTA at the beginning of a video, it has a 7.9% conversion rate (Figure 8.2).
• If you have a CTA in the middle of a video, it has a 3% conversion rate.
• If you have a CTA ...