Video marketing isn’t just a luxury item for spicing up a website – it’s an essential tool for shepherding visitors from landing page to conversions. Need proof? Look no further than the latest study of video viewing habits from Ooyala. The streaming video distribution service found total video views are up 127 percent since 2013, and much of that growth is being driven by mobile devices.
In 2014, more than half of all online video views took place on smartphones and tablets, meaning brands don’t have any technology-based excuses for avoiding this important channel.
For more stickiness, add video
The reason video marketing works so well is because it arrests peoples’ attention and compels them to dig deeper. If you have healthy traffic numbers but aren’t getting the kinds of click-through rates or conversions you’d like, video is an excellent antidote.
Before you rush to address your high bounce rate, first think carefully about what your traffic metrics are telling you. Check out this video guide to see if your numbers have been misleading you about visitor engagement.
A digital archiving client wanted to get website visitors to actually move further down the sales funnel and become customers, so the ultimate goal was to keep people on the page once they’d arrived. The solution was to produce video blogs and visual guides that succinctly demonstrated value propositions and communicated the company’s expertise. Soon we noticed:
• A 34 percent lower bounce rate
• A 52 percent increase in the average session duration
• A 10 percent increase in the number of people who filled out a “Contact Us” form
Engineering the buyer’s journey takes time, effort and finesse. Video marketing requires a higher initial resource investment, but it’s much more effective than a single blog post or news article at grabbing visitors’ attention and diverting traffic along high-ROI pathways. For a lower bounce rate and increase in conversions, consider publishing video guides and news stories for maximum engagement.
