Each week I am reading something new about video trends. The numbers are increasing online and the platforms in which video is viewed is expanding rapidly.  Video advertising campaigns were included in 75% of all media plans a few months ago and as budgets begin to be planned for the new year chances are that number has already increased.

There is no doubt that video is huge, but in a recent white paper from Invodo, the power of video is broken down into numbers you can use.  Such as, “product videos can improve conversion rates by up to 30%”, which according to Invodo has been documented by several sources.

Offering video on your website is the first step.  Now that you have this precious asset, placing it in the appropriate spot on your site is just as important. Research indicates “above the fold” (so the user doesn’t have to scroll to see it) is the place you want to be.  Next try to keep the design simple by not offering the consumer too many options to click.

Finally, have a clear call to action or “click to watch video” to boost that video impression rate, ultimately converting click throughs to sales.  Sounds simple and logical I know, but then again, so does everything you read.  Sometimes you just need to watch it to believe it.

Read the Invodo white paper in its entirety here.

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