March 5, 2014
Your video testimonial conversion rate is capable of telling you a lot if you’re willing to listen. Numbers don’t lie. They show that displaying video will influence buying decisions in a positive way. Buyers like knowing the ins and outs of what they’re buying, and video is able to deliver that in ways text can’t.
It’s a good little boost to see that video is doing great things for your brand. If conversion rates are up it’s a good indicator that your content is spot on. You’ve got testimonials that viewers respond to. Your call-to-action isn’t being ignored in favor of clicking away to another site. All good things!
If your conversion rate isn’t where you’d like it to be, it doesn’t mean that video has failed your brand. Mostly it means that it’s time to look at what you’re doing and adjust for better results.
What questions you’re asking
In life, there are no silly questions. That’s what our teachers tell us, anyway. And a lot of the time that’s true. But there are okay questions we can ask for clients filming a video testimonial, and then there are great questions.
Why would you recommend our product/service?
What was your favorite feature of our product/service? Why?
How was our brand able to meet your needs?
Ask the great questions. It’s the only way you’ll get the kind of video content that viewers are going to want to watch.
Where are you putting your testimonials? If you have a video about customer service where a product demo should be, consider that your placement needs work. Look at where your viewer will be in terms of mindset and the buying process when they watch it.
Don’t turn viewers off by having video that goes on and on. And on. The rule of thumb is 45 seconds, tops. That keeps it limited to answering one question so you don’t cover too much. It’s okay to bend the rules if appropriate. A demo is going to take longer than a video about why your brand is so great. Just make sure the length doesn’t go overboard. Simple and to the point is the way to go.
Include a call-to-action. Don’t leave viewers hanging at the end of your videos. You’ve given them information, so it’s up to you to let them know what you want them to do with it. You don’t have to bombard them with links to get them to act. But that doesn’t mean you shouldn’t be including any at all.
More than just providing you with a pat on the back or the knowledge that video testimonials are working for your brand, conversion rates can also point out what part of your strategy might need work. It’s definitely valuable to check in and see where you stand based on the numbers.