In April, I attended Conversion Conference San Francisco where presenters shared their knowledge on what makes people buy and tested tactics that increase conversions. As I listened to the presentations, several strategies became increasingly mentioned and their role in online strategies became apparent. Part One includes important takeaways regarding mobile and video. Part Two will address psychology and tracking your customers.
Ignore Mobile and Your Company May Be At Risk
Most companies are seeing an average of 20+% increase in visitors coming from mobile – smartphones and tablets. For local businesses, the most budget-friendly and effective solution for servicing this audience is creating responsive websites. There is an ongoing shift of consumers using their smartphones, tablets and iPads for the majority of their computing and conversions.
Mobile is a state of mind. Forget the technology of it and focus on how people are going to use your website and where. The challenge is to provide the right content, at the right time, using the right device. With mobile, you can be everywhere your customer is.
Testing Videos and Timing
Many small businesses are creating videos to engage their customers. However, most businesses don’t test their videos. Conducting a test of video against video can increase customer engagement. Using the same video, test the following:
- Auto-play vs click-to-play
- Talent – male vs. female; “real” person vs. actor; older vs. younger person; casual wardrobe vs. suite
- Script – test variations of the script.
- Colors – wardrobe, backgrounds, graphics
The most controversial test was the auto-play vs. the click-to-play. Tests showed that 85% of visitors wouldn’t click the play button if auto-play was off. A bigger play button over the video improved click rates. However, auto-play has its downsides. Visitors get annoyed and other tests show that if motion is present (as with auto play), people can’t “see” the other content on the site.
A short video has a higher completion rate than a longer video. Try to hook your visitors within the first 15-30 seconds. Use annotations as calls to actions.
Final video tips:
- Videos watched on mobile devices have twice the video completion rate.
- Videos are also highly effective when added to emails, increasing the conversion rate.
- Shared videos sell more products.
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