Product Videos: 5 Elements to Test to Boost Video Conversion

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This is a guest post from Mordecai Holtz and Toonimo’s cartoon characters increase your website’s conversion by 30%. Boost your landing page conversion with custom animations that engage visitors & help them act.

There’s no question that on-site product videos have clearly enhanced the overall customer experience for online shoppers across all niches. Likewise, product videos have generated more sales and increased conversion rates. For these reasons, it’s important to identify what exactly are the elements of video that yield better conversion results and higher customer satisfaction. Here are 5 tips on optimizing product videos for higher conversions, including a few tests that can make your videos even more powerful.

Knowing your Market and What Works

Before embarking upon a video marketing campaign it’s critical to identify clear strategies that are already working in your industry. According to a recent study by ComScore, 86.9% of Americans with internet, watched over 50 billion (with a b) videos online. With all of this video consumption, the question isn’t what the viewing led to, but what did all these Americans watch and why? What caused them to spend a certain amount of time on a specific video? Was the video interesting and did viewers watch until the end? And, most importantly, what could be done to improve the video user experience? Understanding the target audience and their behaviors is necessary BEFORE producing new videos or implementing any changes to existing videos.

Videos and Behaviors Have Been Identified: Now What?

Once the market research is complete and you have a clear patterns of what works, a clear strategy of variables need to be identified to maximize the number  of lead conversions. The list of variables can be exhaustive, here are our top 5 factors that many companies using video marketing need to test in order to improve their product or service video.

1. First (and second!) impressions make a difference

We’ve all heard the phrase “You had me at ‘hello’”. It isn’t impossible, therefore, for customers to be secured from the outset. According to a recent study published by the University of Glasgow’s Voice Neurocognition Lab,  a good first impression is made within half a second -and that’s just from the sound of our voice. With video, we need to understand not only why viewers came to our site but the best approach to bring them back a second or a third time.  If a lead doesn’t convert right away, does that mean that the video needs to be edited? Does the product require more than one impression to convert a lead? Maybe a new video isn’t necessary but the Call to Action (CTA) for repeat visitors needs to be clarified? These are all factors that need to be considered when testing for video optimization.

2. Triggers, Interest, Follow Through   

What’s the difference between triggers and CTA’s? Robin Good of Master New Media, wrote that triggers are actually similar to CTA’s. A trigger, according to his definition, is anything that indicates to a viewer that a video is there and that they should take the time to watch it and learn more about the product. Essentially, the placement of the trigger, its look and what action is being asked of the viewer are at question.

Trigger questions should include:

  •  Does the video play as soon as the site opens?
    • Is the button on the video clear enough to encourage them to start playing the video? What does this button look like? Is it effective?
  •  Also think about the placement of the video. Is it above the fold? On what side of the screen should it be placed?

An example of how triggers can affect views and optimization was recently documented on SocialTriggers.  In this article, Derek Halpern reviews the significance of including visual triggers (play button), as a means that will almost always yield a higher response, in comparison to text CTA’s. In fact, according to Vodio,when changing a set of words (“Watch this”) to a visual CTA, results improved by 500%!  Another example of this is Toonimo’s home page. If you enter the site, a video starts right away, without the viewer having to initiate anything. Subsequently, a visual CTA appears on the animated video image letting the viewer know that they should click it if they would like to view the video again.

Here are few examples of triggers:

 A. Visual trigger, encouraging user to follow the eyes of the baby.   



B. Another visual trigger, incorporates text and visual,  instructing the viewer exactly what they should do next:



C. A trigger using words that are related to the product being promoted.


3. Music matters 

As strange as it may sound, the background music in a product video may sway the conversion or lead.  Music affects not only emotions but it directly impacts on a user’s interest towards a product.  Does a particular genre of music support the message of a specific video?  Would different music result in better results? Is music even necessary to engage the target audience?  These questions would be best answered by running A/B tests to determine if music supports or detracts customers from the product.

An excellent example of this is from Disney’s Pirates of the Caribbean.  A different soundtrack from the same film can yield a significant difference when reaching out to viewers.



4. Lost in Translation: Importance of Language in Video Conversions

When non-native English speakers watch a video, Robin Good indicates that there is a higher ‘attrition rate’ of dropped viewers,who do not follow through and watch the whole video. Be sure to test videos with native speakers, or include subtitles that are clear.

Here’s a great example from Link4U’s French affiliate site.



5. Facts vs. Assumptions

Finally, when testing various aspects of video marketing efforts, make sure that the data and results are supported by facts not assumptions. These assumptions will serve as a “hint” as to what instinctively works better for the target potential customers. Clearly, solid results that are supported by facts, not assumption, are integral to the process. Testing will substantiate all claims and offer valuable information to make critical decisions.

Has testing video marketing campaigns worked for your team? We want to hear what’s worked for you.

This is a guest post from Mordecai Holtz and Toonimo’s cartoon characters increase your website’s conversion by 30%. Boost your landing page conversion with custom animations that engage visitors & help them act. Follow them @Toonimo

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