There are many benefits to using video in your marketing efforts. From social media usage to increasing conversion, video is now a must for any business with an online presence. But video can also have a profound effect on your site’s search engine optimisation, primarily by reducing what is known as bounce rate.
According to Google, a “bounce” is when a visitor enters and then immediately leaves your site from the entrance page, without any interaction taking place, like a ball bouncing off a wall. Bounce rate is simply the percentage of visitors who bounce. You may have seen it in such tools as Google Analytics.
It’s a really useful metric for measuring how “sticky” your site is, or in other words: how compelling, intriguing, or relevant your site content and your offering is.
Google actually provides some benchmarks for types of businesses, and what sort of bounce rate you should be expecting:
- 40-60% Content websites
- 30-50% Lead generation sites
- 70-98% Blogs
- 20-40% Retail sites
- 10-30% Service sites
- 70-90% Landing pages
Generally speaking, a high bounce rate may indicate your site is making a bad first impression on site visitors. This is where video comes in. There are few ways to grab attention quicker than with a video. Videos also help visitors to instantly understand what your site is about and what your business can do for them.
The best way of lowering bounce rate is including a video on each of your landing pages. These are the entry pages to your site and, being the first point of contact for your business, need to be very good at being sticky.
It’s important not to include just any video on your landing pages. They should be dedicated videos that are designed to welcome visitors, and inform them quickly of your business, your credibility, and the reasons why you make a better choice than your competitors. You have, on average, roughly 3-5 seconds to help make up a visitor’s mind about whether to stay or to bounce.
A great way to ensure your message comes across swiftly and powerfully is to ask yourself how you would sell your company in just 10 words. This should form the basis of the video’s stricture and its message.
If in doubt, try to see your business through the eyes of a potential customer. If you were a visitor to your site, what do you see first? What questions would you have? Is the information clear and compelling? The idea is to answer any questions before they are asked, and satisfy any doubts before they arise.
In summary, a video lends staying power to your site, which in fast-moving and crowded markets, is the difference between gaining a customer and losing one.
We hope this short guide has been useful to you. If you need a professional video made for your website or social media, contact us today on firstname.lastname@example.org to find out how we can help. You can also view our portfolio here. Look forward to hearing from you!