How can we get more of our site visitors to watch our product video?
We have a product video that is super-persuasive--3 times as many visitors who watch it buy the product (compared to those who don't) but less than 5% of the site visitors click on it. We've tried several ways to make it more prominent to encourage users to watch it but they seem to just gloss over it. It is less than 2 minutes long.
The first, if you haven't tried it, is to
autoplay the video on silent and make sure to include subtitles. That's the big trend on Facebook and for a good reason. People have 101 reasons to not play a video with audio. They might be in public on their phone. They might be at a computer listening to music.
Just getting people to click the "play" button is a huge challenge because there are so many reasons to
not watch a video. Besides the above, there is the fact that it feels like a commitment. You can read text and images at your own pace, but a video is only done when it's done. People's natural tendency to want to finish what they started means that, once they start, they either have to stick it out through the end or they have to quit and have this unpleasant sensation that comes from dropping a task in the middle of it.
The second recommendation is to
put all the content of the video into a series of images and short blurbs, on the same page as the video. That way the user gets the same information by scrolling through that page. For those who don't want to commit to a video in any way, this provides that same information.
Think about the concept of "spending time". Time is the currency most people won't spend unless they are fully convinced of the value they will get. We know that people spend very little time on a page before leaving if they don't find high value quickly.
A video is like a page that requires a fixed time spend. High quality storytelling draws the audience into the story by making them a willing participant following a familiar pattern. Children's stories, plays, sporting events, movies, and even church services use this principle. So...
1) What are you doing to prepare your viewer to give you their time?
2) Once people have chosen to participate in your narrative, are you playing fair? Are you selling or telling? Or are you showing and leading them through an experience? They will leave if you're cheating. Most "explainer" videos are selling and telling, this is the same as an advertisement. Traditional advertising will get you traditional results.
3) If you want to be different, the approach is to let your customers participate in the narrative, that is, they buy in first and consequently choose to get informed.
Brian Martin is owner and producer at
BrandAnimateUSA.com, maker of animated storytelling videos
Three quick ideas:
1. If possible, place the video near relevant and very popular content on your site.
2.In addition to your website, post the video to channels where your customers engage the most.
3. Create an engaging excerpt of the video to post to all of your social media driving traffic back to your site.
It would be great to see the current page to see how you are encouraging visitors to watch the video.
One way to draw more attention is with a hand drawn type of arrow that says something like Watch our video to learn more (or include the benefit of watching).
Also, you mention that the video is 2 minutes long. That is ideal, as visitors typically have a 2 minute attention span. So let them know the length. You can say something like "Watch our 2 minute video to learn more" so that they know they won't be committing to a long length of time to watch it.
Also, make sure that the opening shot is appealing and/or relevant. Also be sure that the Play button boldly stands out. I've seen instances where the Play button is barely noticeable and can be easily overlooked as an image rather than a video.