Are conversion rates important to you?

Evidence suggests that integrating the word “video” into marketing collateral is a powerful way to draw an audience to a site. Once there, compelling storytelling and subject matter that genuinely interests viewers is the key to retaining their attention and converting them to supporters. Our Business Development Director, Susan Nelson, recently attended an event on this topic and reports on her learnings.

A couple months ago I attended a video marketing event hosted by the Content Marketing Institute. It’s been a whirlwind quarter since then, but some of the statistics I saw have stuck with me and I’d like to take a moment to share them with you, as they have relevance to what much of our audience is trying to accomplish with short film.

Highlights: The mere mention of the word “video” in marketing collateral is an effective way to draw an audience to your site. Once you’ve captured that audience, compelling storytelling and subject matter that genuinely interests them is the key to retaining their interest and converting them to supporters.

Here are some stats to back that up:

  • When marketers used the word “video” in an email subject line, open rates rose 7% to 13% (Experian 2012 Digital Marketer: Benchmark and Trend Report)
  • Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)
  • Cars.com realized a conversion rate of 30 seconds to 6 minutes for time on site when video was incorporated (Source: Bright Cove)
  • SEO Optimization: There is a 157% increase in organic traffic from search engines when video is included w/in a website (Source: Attivio)

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