How to Use Video To Improve Engagement and Conversion Rates

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    video on a website for conversions (source:

    Most folks who are scanning the Internet watch up to an hour of online videos every week. The videos you chose to include on your website can determine if a person continues to navigate through your site, or choses to scroll on to more interesting content on other websites. Care should be taken to create top quality videos in order to engage your audience. 

    This does come at a cost of both time and money.  However, there is a return on investment when creating high quality videos. Visitors may decide to purchase your products, look deeper into your website, or even suggest others visit your website, merely based on the videos you have chosen to post!

    Online video content is becoming increasingly popular. Sites like YouTube, Instagram and TikTok have revolutionized how online videos are created and shared. Questions like, “Did you see that cute puppy video online…?” lead to conversations about all the most recent funny, inspiring or thought provoking videos folks have watched on their devices. If the video you have posted on your website is creative and well produced, it may be the video all the folks at the water cooler are talking about on Monday morning… as well as the product or services you are selling!

    As a matter of fact, 68% of consumers prefer watching videos to learn about new products or services, as compared to articles, infographics, ebooks, and presentations. Video can be used to supplement or even completely replace text content on your website. A lot of people prefer to watch a video about how a product works or is used before deciding to purchase. Instead of reading a long product description, it is much more compelling to watch a video of the tool being used and to see the results! Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

    It is very important when creating a video that you keep in mind what your audience wants to see and how you can grab their attention. Usually the first few seconds of your video will determine if the user continues to watch or simply moves on. Determining the length of your video will depend on the information you intend to share; promoting a product, describing a service, demonstrating how something works, etc. Generally, shorter videos, in the one-minute-or-less category tend to be watched more often than longer ones.

    Videos can also be tools to drive users to  convert on a Call To Action on your site. A provocative video can prompt a user to move to the next page of your website, watch another of your videos, or even to click “add to cart” for that product they are considering!

    Marketpath CMS makes it easy to include videos on your website. You simply upload your video to your favorite platform (YouTube, Vimeo, etc), copy the embedded code and then drop that code in any content area within your Marketpath CMS site.

    Embedding video in Marketpath CMS WYSIWYG

    Adding video to your content can be an important and effective strategy to boost engagement and conversions when people land on your website.

    About Marketpath CMS

    Marketpath CMS is user-friendly, easy to navigate, features a consistent interface across all sites, a single login manages multiple sites, includes a managed infrastructure, a help site, and unlimited support.

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