Thanks to faster internet speeds and better phone cameras, videos have become easier to shoot and less of a hassle to view.
Well thought-out videos, which are both short yet informative, have played a major role in taking sales figures up a couple of notches. Videos which address common customer concerns also help reduce customer inquiry thus reducing the work load. This is much appreciated by those running their web stores all by themselves.
I’ve already covered how to create videos here.
There are many types of video ideas which you can use and it all depends on the product which you are selling and where you’d like to share those videos.
But if you are using your videos to sell something, always include a call-to-action…preferably at the end of the video. Never at the beginning. Why include it at the end of the video? Well, chances are that if a shopper needs to view a video before making a decision to purchase, he or she needs some convincing.
People are rarely persuaded to make a purchase at the beginning of videos so placing a call-to-action (CTA) at the start or too close to the start might actually serve as a distraction which could irritate the viewer.
You may also place a CTA after the first feature or benefit is mentioned but place it at a corner. It can remain there until the end of the video. At the end of the video, let the CTA take center stage.
The Extra Edge
But that’s not all. CTA’s alone might not be enough to do the trick. Try adding a hook along with your CTA. For example, instead of just displaying “Get This Now At Only $99.99”, include a little hook – “Use This Discount Code ABC123 and Get Another 10% OFF!”
An Edge With An Edge
I was observing a few video marketing strategies during the holiday period leading up to Christmas. I noticed that just a couple of days before Christmas, the discounts improved. Not all stores offered more discounts, though. Some offered bundled items instead. Both strategies are fine but you need to know which ones would work best for a particular item.
Which method works best? Well, you’ll have to try it out for yourself. Do a split test and see. Try it during the off peak season for a month at a time and see how customers react to your campaigns.
Making Cents Of Different Campaign Strategies
Sometimes, people react differently to two marketing campaigns for two similar items with different price points.
For example, a shopper could be persuaded to buy a dress costing $29.95 if a pair of matching $3 earrings were thrown in for free. So you needn’t offer offer a $5 discount, thus saving you $2.
However, for a dress which costs $199, a shopper would rather have a substantial discount. A matching pair of $30 earrings won’t register on this shopper’s radar but interestingly enough, a $20 discount probably would.
For the first example, the low price makes the purchase a practical no-brainer, so the free matching earrings would make a nice thoughtful and convenient addition.
For the second example, the much higher asking price would require more consideration. In such cases, shoppers appreciate discounts more than anything else. If you offer the said earrings in such a situation, you would get inquiry emails asking how much discount would shoppers get if they didn’t take the earrings.
Of course, there are ways to turn this around but I’ll save that for another post.
Product videos are fantastic ways to reduce bounce rates, improve web authority and increase sales, provided you use the tips shared above. Just remember to give some thought to the strategies you would use. To find out for sure which strategies would work best, test them out.
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