Using online videos to improve the volume and quality of your website's visitors is a necessity these days. In 2010 30% of all internet traffic was video, according to Cisco. The same report estimates 90% of all the internet will be video by 2013. Your visitors will expect video and they will increasingly prefer video compared to text as their primary source of entertainment and engagement. Deciding to create just one video to throw up on your site is better than not using any videos on your website, but overall you're going to find a lot more success with multiple videos on your website. Here's why.
The Two Different Purposes of Online Video for Your Website
The different videos on your website will serve one of two different purposes- to build traffic or to convert that traffic.
Any internet marketer worth their salt will tell you the key to online success lies solely in those two variable, in traffic and conversion. One without the other will lead to failure so optimize both using online videos on your website.
Traffic building videos are the videos you post on the front page of your website. The principle behind placing a video on your website's home page to produce traffic is a simple one- a properly optimized video on the front page of your website will increase your shot at first page Google ranking by 53 times, or 5,300%. Conversion raising videos are product or service videos you include on your website which increase your sales numbers. There are plenty of studies and case studies showing videos increase sales conversion rates substantially. For example Internet Retailer found the average online video/product page combination increased conversion rates by 85%.
Even though the general content of your videos will be very similar between these two different types of videos (informative and engaging) their purposes will be different and synergistic and primarily defined by where on your website you place them.
Will Online Video Replace Text Completely?
To answer that question quickly- no, but that doesn't mean online video won't become more important than text within the next two years. Text will still exist and be a necessary part of every website because text travels faster and more conveniently than video. This won't change no matter how much internet connection speeds improve due to the inherent properties of each medium.
That being said video will continue to rise in importance over text because people are already beginning to prefer receiving information online by watching it instead of reading it. Forbes found 59% of senior executives self reported their preference for video over text when it came to absorbing online information. Rich Media found audiences engaged between 400% and 700% more when watching videos than when reading a static text-based website. Emails with video included in them create up to 3 times the click through rate of emails which are based in text and graphics.
All of these statistics point to one emerging truth- video is quickly becoming the most effective way to reach and communicate with audiences online.
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