For some time now, the online marketing community has prophesied that featuring video online can have a significant positive impact on conversions, so we were thrilled when one of our clients sought out our advice about a video to feature on their site. We helped them with the content of the video, and helped them determine where and how to feature it on their site.
The end result was a video that does a remarkable job of introducing the folks behind the company and effectively conveys their culture and the unique value they offer. However, during the filming process and even after placing the video on the site, the unspoken question was, what impact will the video have on conversions? Naturally, with a data-driven conversion optimization process like ours, we wanted to help them answer that question.
This client has a lead generation site, and there is no conversion funnel for us to simply grab a time over time comparison. There also is no easy way to run an A/B test of placing the video on the site. That doesn’t mean we can’t track how this change impacts conversion. We have worked with lead generation clients like this before, and our process can account for and impact conversions on both e-commerce and lead-gen sites. With this client, we first set up a conversion goal to gather data for prospects that navigate to the “Visit Us” page. (This is the logical conversion goal for companies with sites aimed at driving traffic to a brick-n-mortar location because we assume that a number of the individuals who navigate to this page want to visit the store, which potentially results in a sale.)
After the video was placed on the site, we set up another goal to capture the number of visitors that not only navigate to the “Visit Us” page, but also viewed the video on the site at some point prior to navigating to the “Visit Us” page. A comparison of these two goals uncovered some interesting data.
By looking at a time over time comparison of the numbers for prospects that have viewed the video on the site, the number of visits to the “Visit Us” page has increased by 7.38% from 393 conversions to 422 conversions.
Additionally, to further support our hypothesis that the addition of the video on the site is a significant contributor to prospects being persuaded to navigate to the “Visit Us” page, we found that a high percentage of prospects that visited the page also viewed the video on the site. The total number of visitors who navigated to the “Visit Us” page from anywhere on the site was 422 during a specific time period. 351 of these total 422 visitors viewed the video during this session, and then navigated to the ‘Visit Us” page. We can safely conclude, in this case, that 83% of prospects who visited the “Visit Us” page also viewed the video on the site. From what the data is telling us, the video definitely is playing a role in contributing to the lead generation for this site!
Have you been able to account for an increase in conversion due to adding video on your site? Tell us about it now.