Is it possible to get hooked on a show? Absolutely! Have you ever spent hours watching episode after episode, only to be met with a message asking if you’re still there?
It’s a common experience because our brains are wired to love a good binge-watching session. video 60,000 times faster then text. Videos are engaging, visually appealing, and strangely underutilized in converting leads. Interestingly, EyeWideDigital states that incorporating a video on a landing page can significantly boost conversion rates by as much as 80%. Not sure how to use videos effectively to boost your conversions? Here are six proven methods to use video marketing for lead conversion.
#1: Integrate a Lead Capture Form Early in Your Video (First 10-20%)
You might be skeptical, thinking it’s impossible to capture leads directly within a video. Think again!
Wistia, a video hosting platform, offers a feature called Turnstile, which allows you to embed a lead capture form at any point in your video. You can use this feature to either gate your content entirely or simply provide viewers with an option to submit their email addresses to receive more content from your company in the future. Wistia did an analysis analyzed over 15,000 videos using Turnstiles and revealed that forms placed within the first 10-20% of the videos yielded the highest conversion rates, approximately 38-43%!
Therefore, captivating your viewers with a compelling introduction before requesting their email address can lead to significant growth in your email lists.
#2: Opt for a Custom Thumbnail Featuring a Genuine Smile
Given the choice between an image filled with text and one with a person’s face, which one would you choose? It’s natural for us to be drawn to a friendly face.
Wishpond highlights that smiles are universally recognized as symbols of approachability and warmth. They also increase a subject’s attractiveness, which is a known factor in boosting sales. A five-week A/B split test conducted by Wishpond, comparing two images—one with a smiling individual and one without—demonstrated that the smiling image led to a 10.7% increase in profits for a software company.
Therefore, using a thumbnail image featuring a genuine smile can significantly improve both the play rate and conversion rate of your videos.
#3: Keep it Short, Sweet, and Instantly Engaging
Since I started working in the online video industry, I’ve noticed a recurring pattern when studying my clients’ media files: viewer interest wanes over time. While this isn’t a groundbreaking discovery, it’s evident that many businesses are creating marketing videos that are far too long. Consider the one-minute video example. Initially, viewers are quite engaged, even replaying certain sections (highlighted in red). However, as the video progresses, viewers begin to drop off midway, resulting in a significantly smaller audience by the end.
Even more compelling is the graph below, summarizing data collected from 2009 to 2012:
This clearly demonstrates that video length plays a crucial role – shorter videos consistently outperform longer ones! Wistia’s Ben Ruedlinger suggests keeping your content as concise as possible to maximize engagement and emphasizes the importance of front-loading the most crucial information.
#4: Quickly Establish Trust and Credibility
Imagine this: you’ve been in an accident caused by a drunk driver who refuses to take responsibility. You’re left with injuries, a totaled car, and a desire for justice. You need legal help but have no lawyer or affordable recommendations. So, you turn to Google. After browsing through countless websites filled with text, you stumble upon a video of a friendly lawyer boasting 20 years of experience and a reassuring demeanor. This sense of trust wouldn’t have been possible through persuasive copy alone.
This technique extends beyond the legal field. Remember, videos have proven to boost conversion rates by 80%. By incorporating videos on your landing page, you can personalize your brand, build trust with potential customers, and ultimately speed up conversions.
#5: Send Personalized Videos to Prospects
Another effective strategy to expedite sales and increase conversion rates is sending personalized video messages to prospects via email. Salespeople often find themselves struggling to connect with leads over the phone. They might respond to an email, potentially agreeing to a call, but then… silence. So, how do you re-engage these leads who vanish into thin air? The answer is simple: video. Numerous companies have successfully incorporated video email messages into their strategies, like this example from a Bamboo HR sales representative (click here to watch the video):
This approach not only personalizes the sales experience but also demonstrates genuine care, making prospects more receptive to discussing your products or services. Bamboo HR isn’t alone in achieving success with this tactic. The Wistia community post below highlights another compelling example:
Video voicemails resulted in a 16% open rate and a 17% click-through rate. Video marketing is about more than just weekend entertainment; these strategies demonstrate how it can be a powerful tool for business growth.
#6: Utilize Video Viewership Data with Marketing Automation
Using the right tools, you can segment your audience and qualify leads based on their video engagement—impressive, right? While many marketers spend their days navigating platforms like Marketo and HubSpot, segmenting their audience to deliver targeted content and guide leads through the sales funnel, they often overlook a critical aspect of the buyer journey: video. Imagine the possibilities: segmenting viewers based on those who watched 75-100% of your video, nudging those who only watched 25% to continue watching, or even adjusting a lead’s score based on their viewing behavior. All of this is achievable if you host your videos on a platform that integrates with your marketing automation system. In such situations, knowledge is power. Don’t let valuable leads slip away due to a lack of information.