Sales-driven marketers, publishers, and trainers already know that video boosts conversions.
Video has proven itself the ideal format for bite-sized content consumption, and 81% of companies have a video marketing strategy. As the average website visitors’ attention span gets shorter, the need to capture users’ attention quickly grows.
Digital marketers are increasingly leaning on inexpensive online video content ideas. Free webcam extensions give companies the ability to create video content cheaply and easily.
For many, the big question is how to optimize onsite video placement.
The fact that marketers can create high volumes of great content begs the question: Where should you add video marketing content on your website?
Four great places to focus on video content
Most sales-oriented websites can optimize video placement in four main places. These are the pages where you will want to put video content front and center:
1. Landing pages
Including a video on your landing page can improve your conversion rate by 80%. Many of your landing page visits will be from first-time users. Leaving a strong impression is everything.
Keeping these visitors engaged from the moment your page loads is critical. Making a banner-sized video the first thing they see makes it that much more likely they stay put. Try enabling the autoplay feature so that new website visitors start engaging your content the second they arrive on the page.
B2B companies, specifically those offering complex and heavily technical software or products will typically showcase an explainer video on their website landing page. Instrumental in humanizing and simplifying SaaS software, explainers go a long way towards creating and maintaining brand awareness. The latter is heavily-sought after by companies looking to set themselves apart from competitors in busy niches.
Be sure to optimize landing page videos for mobile. 75% of all video plays are on mobile devices. Mobile optimization is key when delivering content to first-time users.
Even if your final-stage purchases typically occur on desktop, you can be sure that your landing page visitors (i.e. your potential customers) are largely made up of mobile users.
2. Knowledge base pages
Knowledge base articles and FAQ pages benefit hugely from video. People who are looking for answers to their questions tend to be further along the sales funnel. The content they are looking for is hugely important – it could make or break the sale.
In many cases, knowledge base video content works because of its simplicity.
A customer who needs support with a product is better served by an explanatory step-by-step video than by a complicated technical manual.
This is a great opportunity to improve user support outcomes and reduce your own support load over time.
Viewers retain 85% more information from videos than from text. Maximizing your website visitors’ ability to retain information is critical to making sure they make the right purchase choice. Great FAQ video pages show instead of telling.
3. Customer testimonials
Getting a customer to vouch for you on camera is far more effective than any written testimonial. Marketers who focus on customer story videos earn far greater results than those who rely on text.
The important thing to realize about customer testimonials is that they are stories. You are introducing users to a person they don’t know and showing how you helped that person. The more emotionally driven that story is, the better it will resonate with your users.
Video helps you capture those customers’ emotions in ways that text does not.
Customer testimonial video (or case study video) placement is important because of how strongly videos lend themselves to storytelling. It takes time to introduce users to your customer, explain their needs, and show how your company addressed them. Asking them to read a novel’s worth of text content won’t work – but you can use a great video to hook them in seconds.
4. Product pages
The attention span of the average website visitor is seven seconds. Your product page needs to capture buyers’ attention immediately. Video can go a long way towards ensuring optimal conversion rates.
The typical product page consists of a few images and a couple hundred words of descriptive content. This approach can not generate the kind of understanding customers really need before purchasing a product or service. Video allows brands to show exactly how their products work – and what competition-busting features they have – in a streamlined way.
Product and service pages can use video for lead generation benefits.
With the right video hosting solution, you can implement on-video forms, personalized calls-to-action, and user engagement analysis. Your product pages can start capturing data that gauges buyer intent.
Video AND text pages vs. video-only pages
We’ve identified the areas where video content outperforms text. Now the question is whether video can deliver conversion results on its own or in combination with text.
An increasing number of customers do their research solely through video. Many of your customers are going to interact exclusively with your video content.
According to Wyzowl, 72% of consumers prefer videos to learn about products or services.
That doesn’t mean that text is dead – but it does change its scope and purpose.
Even if your customers are only watching your video content, text transcriptions can offer a significant boost to your SEO results. Search engine crawlers still value text, and they especially value text that aligns with video.
There is also a case for using searchable text. This is especially true when dealing with complicated subjects that require long videos. However, advanced video hosting platforms support the creation of chapter segments. This is great for marketers looking for ways to break down long videos into easily manageable pieces.
Marketers (specifically those taske with content marketing efforts) who create a website video library can get the best of both worlds. Users who wish to interact solely with videos can go straight to the video library for a Netflix-like experience. At the same time, each individual page is optimized for search engine crawlers and presents a compelling case for website visitors who wish to dig deeper.