Why Use Video on Your website

Video marketing can be a powerful way to draw people to your online store. Studies show that if given a choice between written text and a video, the majority of viewers will choose video. Ninety percent of online shoppers at a major retailer’s website said they found video helpful when they were making shopping and buying decisions. Retailers report they sell more products using videos than when they sell products without video.

Higher Search Rankings

In addition, the chances of getting a high ranking by Google rises by 53 times if the website has video and of those websites that have the highest ranking on Google, 70% feature video.

Increases Conversions

ComScore says that 64% of viewers are more likely to purchase a product on an online retail site after watching a video. Online Publishers Association quoted similar findings – they found of 80% of Internet users who recall watching a video ad, 46% took some action after viewing the video and 12% purchased the specific product featured in the video ad. And Forbes Insight reported that 59% of senior executives would rather watch a video over reading text. Of this population, half purchased the item marketed in the video.

Improves Click-Through Rates

Businesses that use videos into their overall marketing strategies see higher engagement rates, higher click-through rates and higher conversion rates. An Australian group reported that videos quadrupled their leads. Implix found that including a video in an introductory email increased the click-through rate by 96%. Forrester Marketing reported a video with an introductory email increased click-through rate up to 300%. And for subscriber renewals, a video with an email helped to maintain subscriber retention by 75%.

Generates Brand Awareness

Droids and iPhones have brought quality video making to the average person. And YouTube clips can be produced and broadcast for lower cost than slick TV commercials. Of course, not any video will do the trick. Your video must be engaging. You may try to get viewers to laugh, tug at their heartstrings, or convince them they need or want your product. A video can generate instant brand awareness and gain many new customers.

If you are not getting positive results from a video here are some general tips: keep it short, make viewers envision using your product, a bad joke is worse than no joke at all and be sure your message is delivered in clear language. If all else fails, there are analytic tools available to will help you better understand and control the effectiveness of your website videos.



About the Author Yuriy Kraynov

Founder and CEO of KMM Agency. Yuriy holds an MBA from Columbia College and has over 12 years of branding and online marketing experience. He has a strong passion for creativity, strategic planning and client relationships.

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