We’re now on the second type of online videos for businesses which is the conversion video. In my last post, I’ve talked about viral video whose main purpose is to create a “buzz” or traffic to your website.

In online marketing, one of your main goals is to create a lot of traffic. The more people who visit your websites, the more chances of having potential clients. But take note that this is not a guarantee for making sales. Sometimes even if we are directed to a certain website but find nothing that interests us, we don’t bother to take a look around and just jump off to the next page.

“Video is a great way of engaging site visitors,” says Daniel Sevitt of ReelSEO. “Engaged visitors spend more time on websites. More time spent on websites means more opportunities to make money.”

According to Sevitt, since viral videos present a bit of uncertainty, the safer way is to put up a video with more tangible goals. This brings us to conversion video.

What are tangible goals?

Once you put up a commercial website, you have to have specific goals. What do you want your visitors or potential clients to do? Do you want them to enter their details on a form as a future reference in initiating business with them? Do you want them to buy your product? Or do you want them to download a file? There are a lot of goals that you can have. Whatever that is, you have to define it clearly. Once you come up with that goal, you can start creating your conversion video focusing on that goal.

What should customers find on your conversion video?

Like any online video, your conversion video should be very interesting. It should be engaging enough to make the visitors want to watch the video until the end and make them stay longer on your website. But the most important component of a conversion video that makes it successful is a clear “call to action”.

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According to Sevitt, your “call to action” can be part of the script, part of the visual, part of the player, or any combination of the three. You can include areas or buttons that your viewers can click that will direct them to a page in your website that lets them do these things.

How do you make your video effective?

After you’re done with your conversion video, you want it to be found by your potential customers. Put it in a spot in your website where your customers can easily see and access. The best location would be on the upper fold of your website.

Sevitt also suggests having the video autoplay. This will immediately divert the customers to watch the video. However, sometimes autoplay videos can be irritating to visitors most especially if the audio is very loud. The solution is to try other variations. You can have the video autoplay with subtitles instead of sound until the viewer decides to push a button to listen to the audio.

According to Sevitt, increased conversion can have a direct impact on the revenues of your company. “It is no wonder that more and more companies are focusing on conversion video as the most likely to provide a return on their investment.”