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Conversion Rate Optimization

Conversion Rate Optimization

As a small business owner, your number one goal should be to attract new customers. How else are you going to keep the doors open and the lights on? You should be looking for opportunities that present the highest ROI. As a business owner, your gut tells you to look at everything as an expense. I would like to challenge you to change your way of thinking and start viewing advertising as a necessary investment to grow rather than a line item on your balance sheet.

There are three factors that work together that when executed properly are proven to have a 10:1 ROI over any other media. Higher ROI = lower cost per customer.

The three items are math, media and message.

I will explain these three items in detail in just a minute but I would like to start by saying that if any of these items are out of whack you will increase your cost per customer. A synergistic plan is essential to running an effective business that has a constant funnel of new customers.

1. Math: General rule of thumb tells us that 2% of the people in your market are shopping for your product/service at any given time. You need to reach people with a 3.0 frequency on a weekly basis to have any impact at all. Under the math category we should also discuss budget. You should be spending at least 5% of your annual gross revenue per year on advertising.

2. Media: If local television isn’t a part of your media strategy, you are missing the boat completely. Even in the digital era, people spend more time watching local television programs that any other media available. Although viewing habits have changed with the invent of the DVR, local TV is still number one and is still the BEST way to reach your potential customers. Local television has the lowest CPM (cost per thousand) of any other media. This is due to the fact that the viewing audience is so large.

3. Message: Your offer must be so compelling that the 2% that are shopping would absolutely die if they don’t call you right now. Your message must create urgency among this group that is in the market for your product/service right now. It must also be crafted to brand your business to the other 98% of the market that aren’t currently shopping.

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Increasing ROI on Business Videos

Business owners do many things to grow their businesses including fighting for their share of the online market. Increasingly, videos have become common on all types of websites, and competitive companies use videos to engage their audiences, introduce new products, train employees, and provide how-to instructions for customers. You can use your videos on television and online, build search-optimized video libraries and target your preferred demographic segment of the market, increasing sales conversions and lowering advertising costs.

Tips on Improving Sales with Online Videos

Improving your sales with videos involves attracting and entertaining an audience, but you don’t need to win the Academy Award or receive a million hits to realize cost-value benefits. Good videos don’t beat people over the head with sales messages but do include strong calls to action. Your message might ask customers to post comments, click on keyword links, follow your regular broadcasts or learn more about your products. Teaching people about the things you know might intrigue many customers and persuade them to investigate other resources that you provide.


  • Try to post your work on niche websites, which deliver targeted audiences who are looking for the products and services that you offer.
  • Don’t make videos that appear like ads but tell people how to take actions to get further information.
  • Target foreign audiences by engaging a professional translation service to ensure accurate use of idioms and humor.
  • Add captions and titles to your videos to give them the proper framework and improve SEO visibility.
  • Post copies of your videos on YouTube because it is the most popular site and attracts attention from search engines.
  • Follow your audience so that you can understand how they respond to your campaign.
  • Consider using a hosting service to manage the technical details of video hosting and analyzing viewer statistics.


Increasing Viewer Engagement

Getting your customers involved and excited about your company and products provides unexpected benefits because people share links and tips with their friends on the Internet, generating viral responses. When making videos to market products, give specific advice that focuses on single issues. Offer a brief introduction of the subject and include a call-to-action link in the descriptive text of the video.


  • Use videos to launch new products but try to make them funny by exploring unexpected benefits.
  • Engage viewers by asking them to complete surveys or write product reviews.
  • Videos allow you to show products in action, giving consumers a clear sense of what the product does.
  • Complex products generate consumer questions, so consider producing Q&A videos to show your customers that you understand their concerns.


Audience-retention statistics show how many people watch your videos until reaching the ends of clips. Analytics can help to determine which parts of videos people watch and replay, and this information could help you create better videos. Unfortunately, many business owners produce only one or two videos, so marketers stand little chance of engaging their viewers to generate long-term loyalty. Try posting new videos weekly or monthly or build corporate libraries for training and customer support. After six months, you’ll begin to engage more customers and have opportunities to use analytics statistics to improve your video responses. Treat online engagement like real-life conversations, responding to your audience on social media platforms and through online chats and help-desk forums. In the social media age, engaging with the audience persuades customers to engage with you.

Getting More Viewers for Videos

Many strategies help you connect with your audience, and these techniques include inviting people to subscribe to your podcasts, adding friends on social sites and sharing videos with preferred customers in email campaigns. You can begin efforts to make your videos go viral by submitting them to Facebook, StumbleUpon, MySpace, Digg, Pinterest, Vimeo, RSS feeds and other online video forums.


  • Make your videos easy to find and share by including simple buttons on your website to help viewers send links to their friends.
  • Use overlay links and proper HTML coding to make videos easier to find and share.
  • Include your logo and catch-phrases to attach your videos to other promotional materials.
  • Make your videos playable on various platforms including small-screen smartphones.


Getting Visitors to Play Video

How-to videos, stories that champion social causes or promote current events, and strong calls-to-action help to convince viewers to play your videos. You can integrate your Internet presence with YouTube videos, allowing customers self-expression and the ability to search for videos at all levels of expertise. Depending on your site, you might enable automatic playing of a video when people click on your website. However, the strategy might backfire and annoy some customers who don’t want to view videos before they have chances to study the sites. If you do enable automatic videos or music, make them unobtrusive and give people an easy way to stop the clips or sound.


  • Automatic playing of videos will not increase the number of viewing hits unless viewers replay the videos.
  • Descriptive text helps people find relevant videos on your site and through Internet searches.
  • You can increase playing activity by monitoring statistics and posting videos during the most productive response times.
  • You can post the same videos at various times and include some qualifying text such as “If you missed it the first time… ” or something similar. The explanation will help to keep people from feeling targeted for intensive marketing.


Relevant Case Studies: A Double Meaning

Case studies show how effective video marketing can be, but you could also use case studies and customer testimonials in your video marketing campaigns to engage your audience. Producing testimonials by customers impresses your viewers by showing your level of commitment to customer opinion. You can use these case studies to promote your brands and strengthen your online reputation. For example, the following studies indicate that videos have become major parts of corporate advertising campaigns. People increasingly watch videos on their mobile devices, and women make many of their buying decisions from peer recommendations and advertising on the social media networks.


  1. Nielsen Video Study A recent Nielsen study, State of the Industry in Online Video, found that 72 percent of video buyers increased their budgets in 2012.
    • Among companies increasing their video budgets, 39 percent cannibalized television spending to pay for the expanded video budgets.
    • About 41 percent of companies reallocated display advertising funds to video production.
    • Media buyers reported buying video services from content producers in 93 percent of cases.
    • Some 48 percent of ad agencies arranged third-party validation to generate marketing audiences.
  2. Video Applications Roadmap to Video Audiences a study commissioned by the cable and television industries, reported that companies using videos to connect with mobile audiences through video applications enjoyed substantial marketing benefits.
    • About 95 percent of video app users use free and paid video apps to view their clips, shows and streaming events.
    • Consumers reported that using video apps increases the time that people engage with videos and advertising.
    • Three out of four apps users access their video apps even at home to view online videos.
    • Approximately 50 percent of apps users watch videos on their smartphones.
  3. Women and Social Media Marketing A study by Pew Research Center found that women spend an average of 12 hours per week using social media. About 62 percent of these women allow social influences to determine their social and buying habits.
    • Nearly 86 percent of North American women have social media accounts, averaging 2.2 accounts each.
    • These women access videos and use social media sites more often than their male counterparts by a 75 percent to 63 percent margin.


Tailoring your video campaigns to target your preferred demographic customers, appeal to women, play across multiple platforms and engage your audience can help business owners increase their cost-benefit returns from video marketing campaigns. Advertising strategies have changed to reflect people’s habits of spending more time online, accessing information on mobile devices, and spending less time on websites and advertising that fails to connect with their interests. Savvy business owners can use this intelligence to produce powerful video campaigns and hire hosting services to get the maximum benefits from their advertising.

Chris helps clients increase sales with online video and video marketing. He is also the founder of KrunchLabs web video platform.

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