Did you know, why do you mostly prefer videos over plain texts? Because the human brain processes videos 60000X faster than plain text. Hence, videos have increasingly become the perfect solution in improving e-commerce conversion rates and creating brand awareness.
The average e-commerce conversion rate 2018, through desktop is 3.83%. This figure is a bit lower in mobile with 2.03%. If you own an eCommerce site and intend to boost your sales conversion, you must be trying your hands in every possible device. Leveraging the power of product video on your homepage happens to be an integral part of that strategy. Once you garner leads, channeling them to the sales funnel is what comes next.
With videos strategically placed on the homepage, inside services pages or on the product pages, customers automatically develop a sense of confidence upon you. And there starts the actual conversion! These are some of the e-commerce benchmarks to augment the lead conversion rate.
So why are videos so effective?
The average b2b lead conversion rate for a novice eCommerce site would be 1% to 2%. This is 8% to 9% for big eCommerce enterprises. With videos, this figure can increase 6X. If your eCommerce website homepage has a professionally created video about your services and the benefits, it establishes you as an industry expert.
Once you attain that stature, it becomes easy to goad your prospects towards purchase. Videos are that marketing force hard to ignore. Bland commercials and lousy sales pitch are no more trump cards of businesses. Smart entrepreneurs have understood that videos have come of age now and must be utilized wisely.
Shareability – Videos are shared 12X more than texts and links on Facebook. On YouTube, social actions are taken by 100 Million users every week. That said, videos have enough power to make people click on them and share them.
Google Page Rank – Videos generate quality backlinks and increase the time people spend on your website. That helps in boosting your SEO. Google is always focused on helping searchers find the best answer to their questions. And if your video has that answer, then your eCommerce site will see itself high on the SERPs.
More Clear and Concise Communication – Did you know? A 30-second video is equivalent to half a page text. So no matter how complex your product or service is, you can swiftly communicate and explain it through a well-created video. The more you come up with clear communication, the higher your e-commerce conversion rates amplify.
It takes less effort to watch videos – Videos work great where understanding things are involved. A survey by WeCapture says, 59% of corporate executives prefer videos over texts while grasping data.
You can instill faith and trust in your prospects – Your eCommerce site does have a myriad of people working behind the curtain. In your “Meet The Team” page, if there’s a video that shows all of the faces who are continually working on the site, that not only boosts your prospects’ confidence. But also gives them an idea of your work culture and values.
You can address their concerns – When prospects see a brand or a product, there come several questions in their minds that need to be clarified. Understanding the product through a video gives answers to those questions and transform your conversion rate.
User-Generated Video Content – Seeing real people benefited by your product/service has its reward. Including such UGC in the key stages of the sales funnel can reduce drop-offs to a great extent and transform your conversion rate. Because user-generated contents contain more weight than something coming from you.
Create and Leverage Instructional Videos – This is another step in boosting user-experience. Suppose your product is a Smart TV. Now if you create a video that clearly explains how to set up the device, that’s a great relief for your users/customers. The more they are fed with instructions that make their lives easy, the lesser is the chance of them moving on to your competitors.
Also, it is likely they will intend to buy other accessories from your eCommerce site.
So, How would You Use Videos for your eCommerce website?
Put together your landing page with a video
Your prospects need to connect with you. And landing pages with relevant images and videos connect with them faster. Using videos on landing pages can take your conversion rate to the higher side just because they can evoke the desired response among your traffic.
Know your previous year’s sales conversion rate statistics and find out where you can leverage video contents.
On your Homepage
Just as mentioned earlier, homepages that have videos have a higher rate of lead conversion. Why? Because of the fact (true fact rather) that videos build trust with the audience. Your homepage is the first thing that your traffic would see. And if there’s a thumbnail of a happy smiling face, people are likely to click on it.
A 60 seconds video delivers your core message as well as why you stand out from the others in the industry. There you go! Give a short description of your brand and how you can add value to your customers, and have been doing it since, say, 1990? 🙂
Send Personalized Videos to your Prospects
If you get no luck in reviving the dead leads, have already tried cold emails and cold calls to death, try sending video voice mails to your leads. Not only these create a more personalized sales experience, but it makes your prospects feel that you genuinely care for them. They open up and discuss things more freely.
Thus it becomes easier for you to take them towards the end of the sales funnel.
On your Product Page
While making a purchase, 90% of buyers find it useful if there’s a supporting video. And 64% of users opine that they are more likely to buy a product only after viewing a video. That said, your primary target would be to include engaging videos in your product pages.
When images are not enough, videos save the day by giving your prospects a real feeling. It doesn’t really matter whether they watch the videos till the end or stop midway, but the very existence of product videos will amplify the conversions.
Include Videos that explains your benefits better
The best way to appear neutral and less ‘salesy’ is to just to showcase your benefits to your prospects. They will decide for themselves whether to tune you out or stick to you. So make sure you have videos that talk and explains about your benefits and how they can add value to your buyers.
There’s something called ‘Social Proof’ that 90% of buyers rely upon while making a purchase decision. And smart business persons know that the most original sales message come from happy and satisfied customers. So when your prospective buyers get to see such satisfied customers benefited by your product, their trust quotient increases.
This type of videos is more apt for brands that sell products and not services. This is a straightforward way to showcase with step by step guidance, how one would use your product. Surely enough when their concerns and questions are addressed, they would be happy to try your product.
Post Videos on Social Media Profiles
Social media channels can be big-time lead catchers considering how powerful they are now. They are not only great tools to reach the masses, but also to convert the followers into paying customers. And your social media conversion rate will significantly rise as you upload more and more shareable videos.
Encourage Surveys through Videos
Customer feedback/reviews are the primal elements expected by all marketers. Conduct surveys and ask for feedback from your customers. You may appear in the videos yourself and ask for feedback on the areas you can further improve. Halfway, questions can come up onscreen that the audience has to answer to further watch the video.
Wrapping Things Up!
So all that said, video marketing happens to be the most lucrative yet cost-effective strategy to enhance conversion and create a sustainable brand image. Marketers and business development managers are under continuous pressure to come up with innovative ideas to generate more leads and conversions. Yet in a less pricey way. In this scenario, video contents have the highest ROI.
We offer professionally created Animated Explainer/Promotional videos for all kinds of business that encourage prospective buyers to make a purchase, bring repeat clients and boost your e-commerce conversion rates. If you are interested in how video contents can further help in raising your online conversions, feel free to get in touch.
And if you have anything else to add, please share your comment in the comment section below.
This case study outlines the exact link building steps we took in order to increase traffic and subsequently take our clients e-commerce site from £0 to over £11,000+ per month in revenue.
The site is in the food niche and the profit margins are high.
You’ve probably read a lot about SEO and link building.
Whitehat, Blackhat, Greyhat, anchor text distribution yada yada.
Much of what you have read has most likely been conflicting, which may have left you a little confused as to the best way to get backlinks to your website.
The truth is there is no one size fits all strategy. Every industry and campaign is different and the way you go about obtaining backlinks should reflect this.
How Do I Find Out The Best Backlinking Strategy For My Industry?
The simple answer is to find out what your top-ranked competitors are doing.
If you aren’t sure who your main competitors are, it’s probably a good time to find out.
A simple search for your main keywords in Google will provide you with the answer and from there you can start analysing the sites and find out exactly what they are up to.
Let’s take two examples in two very different niches, to confirm the point there really is no one size fits all link building strategy.
Niche Example 1
The games niche is huge, tens of thousands of terms, many huge search figures.
If we take the game Happy Wheels and do a quick search for some keywords we can see some decent search figures:
If we search “happy wheels unblocked” in Google we can see the search results dominated by Google, Weebly and Wix sub domain sites, which is interesting if you were looking for good niches to do some parasite SEO.
If we take the first standalone domain we can see US organic search figures at 11.8k (mobile) and 6.7k (desktop) – which is only a conservative monthly estimation of the traffic.
Although not that relevant to this case study, SEMRUSH also provides data on the top organic keywords bringing in the traffic to the site, which is useful information for the keyword research phase:
Either way, the data reflects there is money to be made here.
The next step is to put the domain through Majestic or Ahrefs. I use Majestic, it’s just a matter of choice.
The overview reflects happy wheels related keywords would not be easy to rank for with a brand new domain:
The anchor text distribution is interesting:
31% for “happy wheels”, which probably contradicts a lot of what you have read and reiterates the point that every industry is different, including the amount of times you should use your main keyword as your anchor text in order to rank highly without getting penalised.
The backlinks to the site also contradict what could be described as “quality” “relevant” and within “Google’s guidelines”.
Spam blog comments from a Muslim related domain?!:
Sitewide links from several cloned websites, most likely some kind of PBN:
Analysis tells us blackhat techniques are most definitely working in this niche.
Niche Example 2
Let’s take our second example a food sub-niche and similar to our clients.
“organic food delivery” receives over 6,000 searches per month and will be highly lucrative:
If we run the site ranking number 1 in the UK for that term through Majestic the overview indicates a very strong domain:
The anchor text distribution looks a lot different from the happy wheels URL, indicating a far cleaner, more natural link building campaign:
Analysis of the links indicates relationship building, free giveaways and high-end directory submission.
As you can see two very different methods to reaching the top in two very different niches.
If you are going to use any blackhat techniques on a client site, the only rule is they know exactly what you are doing, agree to it, are fully aware of the risks and you have a strategy in place in case things go wrong (which thankfully doesn’t happen often).
SEO Strategy Used That Helped Generate £11,000+ In Monthly Revenue
Offering discounts to organizations is a great way to build links and also to generate some direct sales.
In terms of our client site we were able to obtain several links from highly authoritative sites, including some .edu domains using this method:
It’s a pretty simple tactic in which you approach organisations which offer their members discounts and pitch your own discount on the products or services you sell.
It’s always best to target organizations whose members will likely be interested in your products.
To find opportunities you could enter the following search strings in Google:
Once you have found some good sites that have provided reviews, reverse engineer those websites to uncover further opportunities.
Sponsored posts are much like guest posts, except you pay for the privilege of posting your content on someone else site.
While in an ideal world we would have titled this section “Guest Post” and published our content for free, you will often find this isn’t a viable option for commercial businesses.
While many bloggers in the food niche, were more than happy to accept guest posts from their fellow bloggers, they were a bit more reluctant to allow us to publish our content without receiving some cash first!
Much like the free giveaway tactic, be prepared to do some analysis on the site you are thinking of publishing on.
To find opportunities you could enter the following search strings in Google using either “guest” or “sponsored”:
keyword + “guest blog”
keyword + “guest blogger”
keyword + “guest article”
Keyword + “guest post”
Keyword + “guest author”
Keyword + “write for me”
Keyword + “become a contributor”
Keyword + “contribute to this site”
Keyword + inurl:contributions
Keyword + “become a contributor” + inanchor:contact
keyword + “contribute to this site + inanchor:contact
keyword + “guest blog” + inanchor:contact
We also found good opportunities on Twitter by searching for “keyword + sponsored post”
Backlinks from Directories
While many of the low quality, spammed directories got targeted by Google a few years ago and were de-indexed, directory link building is an easy and solid way to obtain quality links.
We prefer to submit to industry-specific directories and also pay for the privilege, which normally costs between $20 – $100.
While a paid directory normally indicates it is going to be of a higher quality, we still check the metrics and also look for opportunities that represent a little more than a directory.
In order to find directories to submit your site to, you could enter the following search strings in Google:
industry keyword + submit URL
industry keyword + submit site
industry keyword + directory
Turning Brand Mentions Into Links
Turning non-linked mentions of your business is an easy and effective way to obtain some links.
This link building method worked for us because our client was reasonably well known for the bricks and mortar side of the business.
It’s important to note that if you are a brand new e-commerce company it’s highly unlikely you will be able to find any mentions of your business.
In order to find mentions you could use BuzzSumo or Mention, both tools will provide you with notifications of when your brand is mentioned.
After you receive notification head over to the page, if you have already been provided with a link, your work is done, if there is no link visible then reach out with an email similar to this:
Hopefully, you found this guide useful and can use some of the techniques mentioned to build links to your own website.
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