Using Video to Increase Traffic and Conversion Rates

The fact that Youtube is one of the most highly trafficed search engines should tell you how important video content is these days.  Yes, YouTube is a search engine and treated as such.  Do a search for the most random thing you can think of and chances are that there is a video result.  Companies and marketers alike have been leveraging the power of video to help communicate their message to their target audience.  According to eMarketer, nearly three quarters of online retailers for example will be using video on their product pages this years as opposed to about half last year.  This is a significant boost and the results speak for themselves.

When used correctly video can drastically increase traffic and conversion rates.  This is why IMI posts at least two videos a week to our blog.  People like to watch videos, its a fast and simple way to communicate your message, and it helps your SEO rankings.  In this post I want to address the following:

  • Where to Use Video Content
  • The Core Purpose Behind Using Video Content

Where to Use Video Content

The most frequently used pages for video content that results in better traffic and conversions are:

  • Home Page
  • Service or Product Pages – Including E-Commerce Product Pages
  • Landing Pages
  • Blogs

For the purpose of this post, I want to focus on the first three:  home pages, product pages, and landing pages.  As we have already highlighted, video content can improve traffic (which we will address in the next section) and conversion rates.  Keepp in mind a conversion can have many different definitions.  In the example below we show a product page which uses strong video content and could be used to support PPC advertising, display ads, TV ads, or email marketing.  Notice that the page has three specific “calls to action” each of which could be considered a conversion of the user taks action.  The three calls to action are:

  • Call Now – with the phone number in bold yellow font
  • Order Now – with the price in bold yellow font and the button in red
  • Join Our Email List – a great way to remarket to customers that may not convert the first time around



When the page loads the video begins playing immediately (this is an effective tactic to ensure that the video is played and can also increase the views – when users see that your video has been viewed many times they are more likely to watch).  The video is well done, well edited, exciting, and communicates the message effectively and quickly.  It of course also helps that the key spokes person is the world famous Oscar De La Hoya.  But let’s not worry about having to use celebrities.  If your pages are well designed and the video content is well done, your pages should perform better than pages without video content.  This is all part of conversion optimization.

The same methodology can be used on your home page.  Often times you will see home pages that look more like a traditional PPC landing pages, but possibly with more content.  And why the heck not?!   If your home page can be your biggest converter and users don’t even have to click further, so be it!

The Core Purpose Behind Using Video Content

As mentioned earlier in this post, the two key reasons to use video is to:

  • Increase traffic
  • Increase conversion rates

Increasing Traffic – How could having a video on my page increase traffic?  The answer is because video content carries a lot of weight with the search engines and you will typically find pages using video content have a better chance for higher rankings.  Video is great for search engine optimization.  For example, if you compared a product page with only a product description to a product page with a product description, a video, and a transcript of that video, the page using video will most likley rank higher.  They only way to find out is to test it out.

Increasing Conversions – Similar to increase rankings and traffic, to see if video will improve a page’s performance and conversions you have to test it out.  You should A/B split test this for product pages and landing pages.  Try serving the page with the video half the time and the page without the video the other half of the time.  You can also compare different videos.  Using analytics you can compare conversions on pages without the videos, conversions on pages that have the video but it wasn’t viewed, and conversion with the video when it was viewed.

In the past creating video content meant hiring a production team and scheduling time consuming filming sessions.  It doesn’t have to be that way.  You can create professional video content with your own camera, a green screen, and some simple editing tools.  So look at the facts.  If three quarters of online retailers are doing it, there must be some value!

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