The attention span of website visitors is brief. In fact, one study found that users spend less than 60 second on an average site, which is why the most effective content is short and to the point. You need to capture your audience’s attention immediately, or they may move on. That’s why web video is becoming increasingly popular. You can convey a lot in a 60- or even 30-second video that will hopefully entice your visitor to purchase your products, delve deeper into your site, or give your company a call.
Still not convinced? Consider these facts:
- Internet video accounts for 40% of consumer Internet traffic, and is expected to rise to 62% in 2015.
- 82.5% of the U.S. internet audience viewed a video online, according to comScore.
- Consumers who watch a product video are 85% more likely to buy products compared to those who don’t, according to Internet Retailer.
Additionally, videos can make a big difference for search engine optimization. A video is 53 times more likely to generate a first page Google ranking, and videos start to show in search results in a matter of days, not months, according to Forrester Research.
The videos on your site can serve a number of purposes, such as:
- An Introduction to Your Company
- Case Studies
- Education or Training
- Blog Entries
- Communication from the CEO or Owner
Look at what information on your website might be better served in video. It’s an opportunity to provide visuals to support your message. Consider looking at competitor’s videos to see what they are doing well and what you should avoid.
If you decide to add videos to your website, it’s in your best interest to hire a professional. It may be very easy to shoot and upload a video yourself, but it likely won’t have the polished presentation that a business site requires. You also want to find someone who has specific experience shooting videos for the web, since it is a different medium than TV commercials. The screen is smaller, so that has to be taken into consideration when framing the shots.
Additionally, an individual or company who has experience shooting web video may also be able to provide you with assistance in optimizing the video for search engines to ensure you get the benefit of that traffic boost.