“Will adding a ‘sales’ video to my website increase conversion rates?” This is a question I’m asked all the time. The answer? Video increases conversion rates!
Rather than quote statistics from noted authors and webmasters, let me share my personal experience. Four months ago I added videos to both the main page and landing page of my West Palm Beach Property Management company website. The results? Conversions have almost tripled.
What’s a conversion? To me a ‘conversion’ is a written or telephone inquiry from a homeowner regarding our “West Palm Beach Property Management” service. With triple the number of inquiries, we’ve more than doubled the number of new accounts we’re adding at our business each month. When conversion rates increase by almost 300%, you can imagine I’m glad I took the time to make these videos!
Take a moment and look at our main page and our landing page of our real estate website. These videos are ‘large enough to be viewed comfortably’. They’re above the fold so they’re easily found. What’s in the videos?
Let’s begin by look at the main page video:
This main page intro video is ‘short and sweet’, coming in at 75 seconds. I give our two primary audiences their own call to action; watch our video tours, or hire us to get this type of marketing for your property. In two months, it’s been viewed almost 700 times, indicating people are pressing the play button frequently.
Now let’s have a look at the video on our landing page that’s designed to promote our “West Palm Beach Property Management” services:
At just over 4 minutes in length, this video is designed to educate and inform our prospective clients exactly how they can save money when hiring a property manager. It’s averaging around 100 views/month. It’s this page that has almost tripled conversions. That’s exciting!
Many of you might be wondering ‘How can I make a video to promote our services?’. I firmly believe these videos need to have some professional production quality in order to convert, so it’s best to have a good video. The obvious way is to hire a video production company. Is it worth it? That depends – if it even doubled your conversion rates, what would that mean to your business?
If you’re handy with a camcorder or willing to learn, there are some things you can do quite easily to make a good video. Simple lighting and sound quality is important, as is an interesting script that ‘keeps moving’.
Of course, if you really want to produce videos that people want to watch? You’ll learn to shoot video tours of your listings! We’ve shot hundreds at my company, and my website is full of them. In future posts, we’ll look at ways to produce promotional videos yourself at a reasonable cost, and we’ll even look at ways to actually get your video on the first page of Google! Stay tuned…
Todd Breen
TheVideoTourCoach