It’s no secret that the lead generation effectiveness of a website is a factor of two parts: website traffic + conversion ability.
A few of the obvious ways of driving more traffic to your website include SEO, search engine marketing such as Google Adwords and customer word-of-mouth via various social media platforms.
However, converting that website traffic into leads is a little less well understood. Here are a few ways of improving your website’s conversion ability.
online videos: converting website traffic into leads
No matter the industry or demographic, the results remain the same: online video consistently improves conversions. Here are a few quick examples.
- StacksAndStacks.com (organizational housewares e-tailer) reported that visitors were 144% more likely to purchase after seeing a video compared to those who did not.
- Dropbox.com reported a 10% improvement in conversion rates when they modified their homepage to a single video.
- Rypple, now work.com added an explainer video to their homepage and saw conversion rates increase by 20%.
- 90% of B2B purchases start with content engagement.
- Users remember 58% more by watching video.
- 60% of users will watch video rather than read text on the same page.
So why does web video convert traffic into customers so well? We think it has to do with the time poor nature of web users (who are spending an average of 8 seconds on a page before deciding to stay or leave – down from 12 seconds just 3 years ago), as well as the nature of how we learn.
Visual vs Verbal Learning
A recent study of 221 undergraduate students showed that 105 were visual learners, 105 were bimodal (no preference), and only 11 were verbal. Online videos take advantage of this by offering visual and verbal cues to improve learning. It’s also been shown that people retain over 50% more information through the use of visual and verbal learning cues.
There are of course many other components to conversion optimization, here’s a taste of what else you should be considering.
strong call-to-action buttons
We could dedicate an entire article to these buttons alone. But in the interest of holding your 8-second attention span, here are a few quick tips.
Button copy: Terminology such as ‘free’, ‘get started’, and ‘my’ typically convert better than terms such as ‘submit’, ‘click’ and ‘your’.
Button design, colour, size & placement: buttons coloured differently from the rest of the website design will stand out and usually receive more audience clicks. However don’t forget to consider other elements such as the size (bigger is not always better), placement on the page (above the fold + below the fold), and design cues (arrows and ticks = existing positive association for most consumers).
Testimonials, produce reviews, case studies, client logos, and vanity metrics are some examples of social proof which are used to build trust amongst potential customers by demonstrating evidence of purchase behaviour by similar customers.
Stanley Milgram, an American social psychologist, conducted an experiment where he had a group of people stop in a busy street and look up at the sixth floor of an office nearby where nothing was happening.
Migram found that 4% of passersby would stop to join a single person staring up, however that number jumped to 40% when there were 15 people staring up at the office.
Social proof is one of the oldest tricks in the marketing book. However, the proliferation of social media has enabled social proof to be rapidly spread, and abundantly positioned near purchase decisions on online stores, thus increasing it’s effectiveness.
In summary, when starting to consider how you can turn traffic into customers, begin looking at online videos for a sure fire way of boosting sales. Once done, begin testing other conversion techniques such as the page copy, button types and social proof.
Why web videos?