How Can Video Aid Conversion Rate Optimization?
Let’s dive into 7 reasons why explainer videos are so important for your website conversion and how they remove barriers to purchasing:
1. Getting Your Benefits Across
An explainer video can show exactly how your product or service will benefit your leads! It’s simple really, your leads are looking for products and services that will help solve their problems. This is where video as a marketing tool comes in super handy. By showing all the key features of your product or service in a visually appealing way, you’re able to show exactly how you solve your customer’s pain points.
2. Removing Complexity
Video helps you simplify your offering. Sometimes a new product or service can be overwhelming, ultimately leaving potential customers with more questions than answers. Videos can take these complex concepts, and break them down in such a way that allows the customer to fully comprehend the decision they’re making. People don’t buy what they don’t understand. So videos are a very important link between the customer and YOUR product or service.
3. Improving Retention and Recall
Visual media is retained much faster, better, and longer than written words. It’s a proven fact. What we’re trying to say is: that people remember pretty pictures better than wordy articles! This means that having a video on your webpage would keep your product or service in the forefront of the minds of your potential customers. Ultimately, when it comes to customer conversion, your product or service will be the one that lingers in their memory for the longest, thanks to video!
4. Reinforcing the Call to Action
No blog about CRO would be complete without the mention of a CTA. Videos are a powerful motivator – especially when there is a clear call to action at the end of the visual media. If your explainer video has a simple but striking CTA, it easily guides the viewers to the next step: conversion from a viewer to a committed, paying customer.
5. Evoking Emotions and Surging Engagement
Video has the advantage of taking the customer on a journey and evoking excitement and empathy. It allows you to deliver your message and call to action more effectively in a relatable way. And since psychology plays a major factor in a customer’s decision to commit to a new product or not, video is a key marketing tool to consider when it comes to the consumer decision-making process.
6. Building Trust and Credibility
You can really reinforce your brand’s identity through an explainer video, establishing your company as trustworthy and credible in the eyes of your audience. Studies show that well-produced and authentic videos are a major factor in helping consumers decide whether or not a brand is trustworthy, credible, and reputable. Simply put, the more a potential customer trusts your brand, the more likely they are to convert from potential customers to actual customers.
7. Search Engine Optimization
Although not directly conversion-related, if people can’t find your website, they aren’t likely to convert, right? Search engines increasingly place priority on video format in their SEO algorithms, and more and more websites are including videos on their landing page in order to truly stand out. A well-optimized video increases click-through rates, generating more traffic for your website! In addition, video content is often shared more frequently than other types of content, providing an additional boost for your SEO efforts.