HOW TO USE VIDEO TO INCREASE YOUR CONVERSION RATES
Without slowing down your Pagespeed
VIDEO IS THE NEW STANDARD
While it is common knowledge that video content is a huge driver of business for any online business, the staggering effect videos have on conversion rate is hard to fathom. Video can potentially transform your eCommerce business. By all metrics, video seems to be the best way to improve your conversions and engagement.
Equally impressive is the rate paid media video content drives customers to eCommerce websites, online media, apps and landing pages. Therefore video content should be employed as much as possible.
The formula is simple, if you want to increase traffic, CTR and conversions, you need high-quality video content. Video helps all aspects of every online business when you make impactful and engaging videos.
THE DATA IS IN: VIDEOS ARE THE MAIN DRIVER OF CONVERSIONS
- 88% of people have been convinced to buy a product or service because of a video they have seen online
- Videos are shared 1,200% more than links and texts combined
- For SEO, you have a 53% better chance of getting ranked in Google Search if your page has video content
- It was recently projected by Cisco that this year, video will account for 82% of all online traffic
- Sites that use video have an average conversion rate of 4.8% vs. 2.9% for sites that do not, a 69% difference
- Videos have been shown to increase click-through rates by 65% and decrease unsubscribes by 26%
MAKE A QUICK IMPACT WITH VIDEO CONTENT
So it has become absolutely essential to use video content to keep up with the rest of the internet. Our attention spans have shortened and in order to engage with customers online, especially of the younger generation raised on TikTok and Snapchat, compelling videos are now the standard to grab attention from consumers. This is why websites with video content increase the time spent on page by 2.6x.
Our internet usage has programmed us to keep watching endless loops of videos and the more time a visitor spends on your page, the more brand credibility and trust you build, which leads to more sales.
As it stands now, our data consumption, watching streaming videos, sending emails and mucking around on social media is taking a toll on the environment in ways that are hard to imagine. The average social media user is emitting around 40kg of carbon a year, just from their activity. When you click on youtube, your device is accessing data from a server, in the case of YouTube (which is a Google company), your device accesses the funny video from a huge server farm. As Google is ahead of the curve on sustainability, the impact is optimized to eliminate carbon waste and the company finds other means of reducing the company’s overall carbon impact, usually by buying carbon credits so that it is carbon neutral, even as it emits a substantial amount of carbon.
TO OPTIMIZE CONVERSIONS, START WITH A BANG & LOAD INSTANTLY
Make sure your video does not buffer. The reason videos are so successful is because our brains are intuitively cued to engage with videos. Scientific research confirms our audiovisual responses are 60,000 times faster than that of reading text. So if a video loads instantly you gain an automatic competitive edge over text. And in order to grab attention, try and use a video that starts with a bang to maximize that instantaneous response.
A video that starts big will automatically engage a visitor. Not only that, but it will retain their attention longer than a static image. A study by Eyeview found that including a video on a landing page will increase conversions by up to 86%. Video marketing has become an essential component of any online business, from your paid marketing videos to video content on your website.
Adding video will automatically build trust and consumer confidence, increase your brand awareness and product reach, while improving your SEO and user engagement. More customers will spend more time on your website and videos are an amazing way to direct your customers towards subscriptions, submissions, adding items to their cart and ultimately lead to the point of sale more often.
When looking for the edge to improve your conversion rate optimization metrics start with videos. This is why 87% of online marketers use video content as part of their overall strategy. Even more compelling is the fact that these huge swings in conversions come from heavy media that takes longer to load.
One of the clear ways to make a seismic shift in data usage is to limit the amount of data transferred. The average website’s weight consists of 90% media. Companies like Netflix have adopted smarter media formats to load faster and eliminate page weight without huge sacrifices in visual quality. However, a new technology has transformed the landscape of media optimization.
OPTIMIZE YOUR VIDEOS SO YOU DON’T LAG
So now that we’ve established the importance of making the most engaging video content to better sell your products and services online, how should you optimize video content to drive customer engagement and ultimately increase your conversions and sales?
As we’ve covered in previous blogs, loading speed is absolutely crucial to conversions, so how is it possible that videos convert so well when they are heavy files that can slow your site down?
Since well done videos will convert at high rates, the only downside is that video is heavy media that will slow down your website, which will offset all these benefits. The visual quality of the video will be poor, load too slowly and the user will be less likely to engage with them. For this reason many websites don’t use video or strictly limit their use.
So if you want to optimize the improvement stemming from engaging video content, it is crucially important to optimize your videos to load faster. This is especially important for eCommerce where slow-loading will have an immediately adverse effect on sales.
Our internet usage has programmed us to keep watching endless loops of videos and the more time a visitor spends on your page, the more brand credibility and trust you build, which leads to more sales.
HOW TO OPTIMIZE YOUR VIDEOS FOR CONVERSIONS
Make identical-looking recreated videos the file size of an image. SpeedSize™ has developed a new technology that has recently revolutionized the loading speed of videos. It’s called Neuroscience Media Optimization. It reduces the image size of images and videos by ~99% from original high-resolution images and videos. By pinpointing up to 100 points of interest that mirror human visual limitations, SpeedSize™ is able to scrape away data from images that are imperceptible to the human brain. Interestingly, videos can be compressed at an even higher percentage rate than images, because our AI has more data to work from.
So now you can now present videos on your website that look identical to 4k high-res videos, sometimes the size of a standard image. See below how a short Apple video is reduced to 64kb from 2.3mb. That’s 10 times less than some of the ultra high-resolution images on the Louis Vuitton website.
While a longer video that the aforementioned presented would be reduced to about 10x that size, the fact that perceptibly identical video content can be reduced in file size by ~99% is a truly transformative tool for the luxury eCommerce space, where brands are spending millions of dollars on their video content, only to present a blurry version of the beautiful commercials they’ve created with renowned directors, movie stars and supermodels.
Rather than limiting our media usage and greatly inconveniencing our lives, media optimization can play a huge role in reducing the internet’s carbon footprint on a huge scale for the world’s largest tech companies who are emitting the most CO2, while being taxed heavily for it.
IMPLEMENT SPEEDSIZE™ & HAVE THE SHARPEST, FASTEST LOADING VIDEOS IN YOUR INDUSTRY
If you’d like to implement ultra high-resolution videos on your site that load instantly, please contact us and we’ll show you a demo. Here we’ll provide you with real data on how much we can reduce the size of the media on your website to improve your loading speed, with live examples and offer solutions to make your images and videos sharper. We can even animate your images to tell a stronger product story.
Schedule a free consultation today at speedsize.com
