How to Get Your Videos to Convert

  • February 3, 2011
  • Blog

We offered tips in our previous post about how to optimize your video for the search engines.

Now it’s time to talk about how to help your video get those who watch it click on a link and visit your site (or other page to which the link takes them. This is called “conversion.”

Conversion actually can be many things. Ultimately, you want those who watch your video to purchase something from you. But getting them to fill out a form for a free report or for more information, and even “just” clicking through the link at your video to your website also counts as conversion.

Either way, you win, because even just clicking the link to your website means a viewer is one step closer to becoming a customer.

As you create and post your video, some tips:

 Your video’s title should include appropriate keywords. You also should aim to make it interesting, snappy, catchy.
 As for length, remember that many people have short attention spans, so shorter may be better…but not necessarily all the time. If possible, edit your footage and created three different videos, one of perhaps a minute, another of two or three minutes and a third of perhaps five minutes in length (if your topic warrants it). Then you can do some testing to see which one is viewed more and which converts the best. Keep in mind that the video that’s viewed the most may not be one that gets the most click throughs. Watch the data.
 Putting together a sophisticated and professional video is always a good idea. But don’t not create videos because you feel they’re not professional enough. Many “amateurish” videos become great selling tools for their makers. Still, you will want to pay attention to your video’s composition, lighting and sound — all can go a long way to improving your video’s “look.”
 Don’t be shy about placing a “call to action” in your video. Yes, you should actually ask the viewer to do something. You can do so by asking your narrator or speaker to tell people what you want them to do, or you can use annotations (those small “text bubbles” we’re familiar with from comic strips) right on your video. Check out an example with this Hug the World video. YouTube provides annotations at no charge; check out the annotations help page.

Need some help creating, optimizing and posting videos to your site and video sharing sites? Contact today!

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