Here are some simple and highly-effective ways to improve the conversions you are getting from your Video Marketing:
1. Use the “Pattern Interrupt”:
When someone first clicks a play button on a video, the viewer’s attention is not yet activated into a mode of focus. A million things could be happening in that moment. We are all prone to try to multi-task. If you anything like me, you have a bajillion tabs open in your browser. Your video message will perform better if you can somehow grab the viewers attention and keep it there. The Pattern Interrupt does just that. It can be a visual stimulus like bright flashing colors and rapid animation, an auditory que like a sudden noise, shout or scream, or a very enthusiastic question.
2. Use “Framing”:
A copywriting technique that let’s the prospect/viewer know “what’s coming next” or what your offer is all about, or even teasing a point you will make later in the video because the point you just raised has a very common objection. Example: “You may be asking yourself… more on that crucial factor later, it’s a game changer. But first let’s go over…” Keep these brief, as brevity creates curiosity.
3. Pare down the Waste:
Not every part of a video is strong and useful. Sometimes things change and what used to be a good idea, or a good Pattern interrupt, becomes stale or does not move the needle. You can use video engagement tools to measure over time where in your video that people tend to bounce or click out of the video. Maybe the pacing is slow, or a concept could be explained better. Your biggest obstacle in engaging the viewers logic and emotions is boring the viewer. So don’t be afraid to trim it down.
4. Change up the order:
Videos that promote a business or offer often have sections that can be moved around and create better interest. A good one to play with is when you interject testimonials, evidence presented that backs up your point, your guarantee or mentions of bonuses.
This is also a great way to extend the shelf life of a video.
5. Try different “Calls To Action”
Sometimes Add To Cart is not as good as Learn More, or Get Offer. Maybe a button works better than a link. Whatever you use, you may never know what works with your particular audience til you test it.
6. Try using different colors and styles:
This goes right along with the Pattern Interrupt suggestion, as colors really do make a difference. For instance, Amazon has tested their Add To Cart button extensively. What they use there has been seen by millions of people, and that design choice was not made haphazardly.
7. Offer different multi-pay options:
It’s valuable information to know which one produces the biggest overall net gains in sales over time, which one brings you better customers who refund less, value the offer more, and appreciate the relationship you have built.
8. Introduce scarcity:
Scarcity is a real motivational driver. A lot of marketers flub this tho, with unbelievable justification. Don’t say the offer is for a limited time only if you already know it will be unchanged 5 years from now. To make scarcity work for you, offer something in addition to the main offer, and make it available for a limited time. If your prospects don’t respond, replace it. Keep doing it til you find a winner. That can present you with other options like adding it to the offer as a permanent bonus, or just part of the package. Or make it a seasonal bonus that you may discontinue and bring back the same time next year. But do not ever ever ever think your prospects are dumb. We have all been immersed in the new digital marketing place… it’s better to build a reputation of delivering good products and services and do what you say, than to give a customer a reason to distrust your word. In this way, our markets police themselves. So add value to your prospects lives, deliver on your promises, and you will always have a flow of people who value you.
9. Use a deadline to create a sense of urgency.
Along those lines, a deadline with a timer running is a great visual queue to impress upon your viewer that all good things come to an end.
10. Split-test different Headlines:
Maybe your pattern interrupt is a headline or unique sales proposition. That phrasing could be said or presented another way, couldn’t it? Make different versions and split test the traffic that sees them, and see if it can be improved upon. This can often be the very best thing to improve how well the video converts.