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HOW TO USE VIDEO TO INCREASE YOUR CONVERSION RATES

Without slowing down your loading speed

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. 

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 generation raised on TikTok and Snapchat, compelling videos are now the standard to grab consumers’ attention. 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.

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.

But not if you use SpeedSize AI-compression.

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?

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? 

Although good videos are proven to convert better than images, the downside is that video is heavy media that will slow down your website, offsetting 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 brands don’t use video or strictly limit their use. 

So if you want to truly benefit from engaging video content, optimization for fast-loading is critical. This is especially important for eCommerce where slow-loading will have an immediately adverse effect on engagement.

HOW TO OPTIMIZE YOUR VIDEOS FOR CONVERSIONS

SpeedSize™ technology has revolutionized the loading speed of videos. Using AI and the principles of neuroscience, SpeedSize™ reduces the file size of images and videos by up to ~90%. By pinpointing up to 100 points of interest that mirror human visual limitations, SpeedSize™ is able to scrape away data from images that is imperceptible to the human brain. Interestingly, SpeedSize™ beats every compression technology when it comes to video in particular, often enjoying an even higher percentage reduction than images!

Now brands can present videos on their 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. 

In the luxury eCommerce space in particular, when considering also the sheer amount of resources invested in creating brand videos with renowned directors, movie stars and supermodels, visually-identical video content at 90% smaller files is a no-brainer. Where brands are spending millions of dollars on their video content, only to present a blurry version of the beautiful commercials to avoid slow-loading, SpeedSize just makes sense.

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

Vlad is a scientist and surgeon. He is also the former CTO and co-founder of Grand Media, where he managed 10B monthly ad impressions. He has decades of experience in high-load, big data, AI, media compression and content delivery. Vlad is currently on track to receive his PhD at The Institute of Cybernetics of NASU and is married with two children.

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