Websites today need to be well-designed using platforms that have the tools to build your business’s foundation.
When you think about it, the website has turned into your digital storefront 24/7, and it’ll take more than displayed information to attract the casual web browsers or repeat customers to stop, look, and listen to your message. Your website wants to catch their eye, touch their heart, and make them want to look further into what you are all about. This is where embedding relevant strategic video content in key locations can be a most powerful tool.
A little video touch in an unexpected place will engage your potential customers and returning customers, dramatically increasing trust, explaining complex offers clearly, while touching them at a deeper human level.
Set out below are some strategic places you can embed video into your website to help boost engagement, build trust, and drive conversions.
➔ Your First Impression – Homepage
Let’s call this the ‘meet your new hero section’.
This is a short video that can feel like a virtual handshake. A happy smiling face that says, Come on in, we are happy to see you!’ No spoken words, just a caption and an image that makes your visitors feel all warm and fuzzy, wanting to learn what you are about.
You can always leverage AI video presentation maker software to create such a captivating professional-quality video experience, the way you want to, without having to pay obscene amounts to designers, artists, and marketing teams. If the product stops you in your tracks to watch it, then chances are it’ll work on others. You can always A/B test a few options in order to get the best results with your target audience.
Show images that represent what you do, who your clients are, and show your product in action. You will hook them with a 15-30 second clip that piques their interest to keep looking deeper into your site.
| Including a video on your landing page can boost conversions by over 86%. – VWO |
Tips: This video will have to be something that can load instantaneously. If it takes too long to load, it’ll increase your bounce rate, and adhering to Google’s Core Web Vitals guidelines is an absolute must here, as it can impact your user experience as well as your search engine ranking.
➔ Show, Don’t Just Tell
People enjoy learning new things, especially if it doesn’t feel like you’re learning anything. Words on top of words can be trying, and people will skim text and often miss interesting details.
Physically seeing a video that highlights features, benefits, and real-world use is far more persuasive than a bullet list in the text. How about a cute little creature pops up to explain something a little bit more complex, helping trigger the imagination of the watcher.
This is nothing but positive for you as the customer may have some questions answered that they didn’t even know they wanted to ask; they see the product or the service being used, and the outcomes.
| Users who just start watching a video have a 24% higher chance of converting; it’s 56% higher for those who watch the whole video. – Carrot |
Embedding a demo video or product page can directly lead to lower cart abandonment, while a case study video on a service page can prompt a ‘contact form submission’ for the visitor to be contacted by the company for more information.
Just as embedding demo videos helps answer customers’ questions before they’ve even been asked, contributing to platforms such as HARO (Help a Reporter Out) can show your expertise levels to journalists, which ends up working as a mutually beneficial relationship – you gain brand authority; they get expert-level content.
➔ The FAQ (or Support) Section
When you have engaged someone, they’ll always look for the FAQ page or support sections to find out more information or have access to a real person.
Short video tutorials may be helpful here to answer some common questions, making your interactions less static and more magnetic. I know I would rather watch a short video than follow a set of written instructions, as I learn more quickly with a demonstration. Sometimes things have strange names, and you aren’t sure if that ‘doodad’ is the right ‘doodad’.
| The cost per support ticket in the U.S. is between $12.93-$49.69 (USD); an avg. of $15.56 per ticket. – Desku |
Video tutorials can also significantly reduce the number of support tickets your team receives, freeing up time for more complex issues.
➔ Landing Pages & Thank You Pages
Video can be jet fuel that helps these targeted pages become even more effective for conversion. And every increase counts.
| The avg. conversion rate for eCommerce is 2-4%. – Convertcart |
- Landing Page: If you’re offering something juicy like an e-book or webinar, embed a short video that has a team member explaining the value of the offer and the benefits.
This can increase sign-up rates as the video adds a layer of credibility and warmth.
- Thank You Page: A nice touch is to add a little thank-you video if someone chooses to sign up for the e-book or webinar. This personalizes the experience, and I can almost hear them saying thank you back to the computer. The CEO could make a short video about ‘what happens next’ to guide customers to the onboarding process.
This can feel really special and make people feel like they made a friend, and they will remember your brand and open up communications with a whole new world of customers.
Conclusion
Take advantage of the tools of the trade, keep things in motion, and simplify interactions with video engagements.
Instead of using video as an eye-catching moment with no substance, focus on impacting the above areas, and you will establish something real, with real people who want to become customers of yours. Interaction and engagement will keep the interest and even help people learn a little something along the way (win-win).
It’s a powerful tool and creates a seamless, engaging journey that naturally leads to conversions.
