Web video can it really convert more customers?

Web Videos – why you should be digging out your clapper board.

Most business websites have a similar end goal. – To convert their website visitors to new customers.

How companies have been achieving this over the past 10-15 years has on the whole been through text and images and that has worked fine to a point.

However what they have also been doing over the past 10-15 years is TESTING. Testing every single colour, font, positioning and media type to perfect the art of online selling.

Because when you’re running a business you have to know the numbers, the facts and figures so you know what area of the business are failing and which areas are succeeding.

This is exactly the same with websites you want to know if the content that resides on you website is converting visitors to customers. So you track the figures and you end up with a conversion rate.
The most zoomed out form of conversion is for example what percentage of visitors that land on your website end up buying something.
Let’s say for example for every 1000 users that hit your website, on average 5 people will purchase a product.

Now to increase that to 10 in every 1000 people you need to research why those 5 people bought what they bought. And there are literally hundreds of ways that you can test and track this information and big businesses plough millions of pounds into finding out why.

Now obviously the small businesses that we look to help with their online marketing, obviously won’t have this level of budget to throw at their online marketing campaigns. However they can and should follow their lead. Small companies can easily put into place the basic forms of tracking and can also quite easily pick up free information about what works and doesn’t work at a basic level as well as subscribing to market research updates for a relatively small amount of money.

Now one area that has already been proven to increase conversion rates is the use of video as part of your sales and marketing campaigns.
Obviously it’s not for every business but if it suits your business you need to be creating video as part of your marketing message. Video is not as expensive as you might think, and every day that passes it is becoming more and more accessible and available to even the smallest of businesses.

Now for the real clincher the facts and figures:

There have been studies ran that shows that web video can boost conversion rates of up to 3-4 times more than with plain old text.

So what are you going to do?