5 Ways Video is Driving Website Success

    By Neil Wood-Mitchell | Small Business

    5 Ways Video is Driving Website Success image neilwm5 Ways Video is Driving Website Success

    Digital Video is booming. The last few years have seen incredible growth in the number of organisations embracing Digital Video to enhance their online presence.

    Video is increasingly being seen as a powerful marketing tool and essential for websites. According to Forrester Research, 1 minute of video is worth 1.8 million words. Video is able to provide a multi-sensory experience – an audio, visual and emotional experience all in one.

    The main benefits of having video on a website

    1. Capture Attention

    When a potential customer first visits a website, you only have a few brief seconds to capture the visitor’s attention. If the website fails to capture attention, the visitor will leave and not take the time to learn about the website’s products or services.

    Digital Video is the perfect tool to quickly capture the attention of a website visitor and will help generate interest, meaning they go on to learn about the business. Video is visually compelling, and is increasingly being used by companies to tell their stories and communicate in a way that the audience will engage with and listen to, making it a powerful marketing tool.

    2. Boost Google Search Ranking

    Google, and other search engines, put more search engine ranking value on online video. This allows businesses to use video to help get them found on Google. Forrester Research found that videos are 53 times more likely than traditional web pages to receive an organic first page ranking on Google. Video results have also appeared in almost 70% of the top 100 search listing on Google this year (Marketing Week, 2012).

    3. Improve Website ‘Stickiness’

    Having a video on a website is proven to make viewers stay longer, enabling them to learn more about products or services. A Comscore study into retail website visitors found that those who viewed video stayed on the website for over two minutes longer.

    It goes without saying, the longer a visitor spends on a site, the greater the chance they decide to purchase your product or services. It is also part of Google’s search results algorithm, so will help boost SEO.

    4.Improve Conversion Rate

    As well as making website visitors stay longer on the site, video can also improve conversion rates. For example, nearly 40% of consumers report videos increase their likelihood of making a purchase on a mobile device (Adobe Mobile Consumer, 2012).

    5. Build Trust

    Video allows the user to connect with products and services by seeing them in action. Research by Internet Retailer found that 52% of consumers think watching a video of a product or service makes them feel more confident with an online purchase.

    The Future is Video

    The good news for those who have or are going to use digital video on their website, is that the demand for video is only going to increase, with online video being the fastest growing ad format in 2012 with nearly 55% growth (eMarkter, 2012).

    The rise of mobile is fuelling this increased demand for video, with mobile and tablet users being three times more likely to view video than laptop or desktop users, whilst YouTube’s Vice President also predicted that 90% of internet traffic will soon be video (Forbes, 2012).

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