Many business owners balk at the idea of making a video for their websites. They feel insecure about being on camera, or they worry that they can’t make a sophisticated animation with a voiceover. Even if you’re unsure about the process, you need to learn to incorporate video into your website. Consider these statistics about video and conversions that were compiled by DigiDay :
Camera operator setting up the video camera (Photo credit: jsawkins)
- Comscore: 89 million Americans will watch 1.2 billion online videos today.
- Invodo: 52 percent of consumers say that watching online video makes them more confident about purchasing decisions.
- Social Media Examiner: 76 percent of marketers plan to add video to their sites, which makes video a higher priority than social media and blog integration.
- ReelSEO: Every auto-shared tweet of a YouTube video generates six new browsing sessions.
Another vital statistic about video from Internet Retailer: Visitors that view product videos are 85 percent more likely to make a purchase. If you’re trying to figure out how to get more conversions without considering video, then you’re missing a vital opportunity for connecting with your customers.
Ways to Incorporate Video
The type of video that you add to your website depends on your conversion goal. If you want your visitors to make a purchase, then you can post product videos. Alternatively, if you want your customers to download a whitepaper, then you might post a customer testimonial or case study video. Consider some of these suggestions for your website:
- Showcase your product in the wild. Shoot a video of your product performing its function in a real-life situation. You could also add video of creative uses for your product. These videos can be visual with a background of music only, or they can contain voiceover.
- Summarize your product or service. If you’ve created a mobile app, then create a video showing all that the app can do. Include a quick customer testimonial, and clarify how to buy the product or service to your prospects.
- Explain how to use your product. Written owners’ manuals are helpful, but a video explaining how to install or use a product is better. Plus, the process of making the video can help you do a better job of anticipating customer questions.
- Create a slideshow. If you’re on a tight budget, then create a slideshow and record music or a voiceover to explain the slideshow to your customers.
Website Video Must-Haves
Before you post a video thumbnail on your website or post your video to a site like YouTube or Vimeo, make sure that your video contains the following elements:
- A great script. Start your script by making what business experts call your “elevator pitch.” This article from Businessweek can give you an idea of how to make a great elevator pitch. Then, in 30 to 60 seconds, identify the problem that your product solves and present your solution. End your script by telling your customer what to do next, such as to buy the product or visit your website.
- Good lighting. Before you start shooting, make sure that your video takes place in a room with flattering lighting. Choose a key light as your main light source. Then, add soft fill lighting to illuminate shadows created by your key light and a gentle backlight to separate your video subject from the background. If you’re outside, then the sun makes an ideal light source. Just keep an eye on your shadows.
- A microphone to capture audio. Poor audio can turn a good video into an amateur disaster. Invest in some basic audio equipment for capturing interviews or recording voiceovers.
- Quality editing. When you’re shooting your video, shoot the same scenes from a couple of different angles so that you can splice together the best versions for the final product. Use easy editing software like iMovie for Mac or Windows Movie Maker for PC.
Investing in a professionally made video can save time and enhance quality. If you’d like to make videos on your own, then you can follow some of these tips from HowTo.gov and adapt them for your website. Whether you make it yourself or hire a professional, adding video to your website can significantly up your conversions.
About the Author: Harold Guilder is an independent contractor who captures and edits videos for businesses of all sizes.
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