Get More Views for Your Online Video

Posted on: March 15th, 2013 by mfzMaster No Comments
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Online video is an excellent medium for demonstrating products or explaining complicated services to consumers.

The majority of internet users prefer to watch videos instead of having to read through lengthy sections of text. Having said that, how exactly do you make sure that visitors view the videos on your website? Here are six ways of achieving maximum impact with your website visitors.

1. Place the video above the fold.

You will probably have heard the phrase “above the fold”. It is a newspaper term indicating the most visible place on the front page. In web design the same term refers to the space visible in the browser window without having to scroll down. Research indicates that by placing a video in this space, website owners can achieve a markable increase in number of views. A large-scale study by Texan e-commerce company Invodo demonstrated that videos placed above the fold were viewed by an average of 25.7 percent of website visitors, while videos placed below the fold were only viewed by an average of 15,1 percent of visitors. Hence, if you want to influence your website visitors using online video, place the video near the top of the web page.

2. Indicate the length of the video.

Jakob Nielsen, leading expert on user-friendly web design, wrote in 2005 that online videos should be short. The truth of that statement hasn’t diminished over time. Usability testing has proven time and time again that internet users are always in a hurry. Videos with a length of under one minute receive more views than longer videos. What is more, indicating the short length of your video can  have a positive effect on the number of views as well. You can make a feature of the short length of your online video by saying something like: “Learn more in sixty seconds”.

3. Invite your website visitors to action.

Adding a call-to-action in the form of a play-icon to an online video increases the number of views, but you can also add a textual call-to-action. Research conducted by Invodo showed that by adding a textual call-to-action, like “watch it here” or “play video”, you can increase your views by 2.5 percent. This result may not be dramatic, but every little helps, and it is easy to implement.

4. Avoid using a small sized screen.

Online videos that are shown on a small video player receive less views than their counterparts on large screens. That is why it is important to make the video player as large as possible in your web page design. Video players can be resized easily by tweaking the source code, but make sure that you keep the original aspect-ratio of the video, or you might end up with a distorted image. On the other hand, you shouldn’t sacrifice a placement above the fold for size.

5. Give context to your video.

Let your website visitors know why they should press that play-button. It is generally a good idea to include a short paragraph of text with your online video, explaining what the video is about. Without this extra information a website visitors can’t decide whether it is worth viewing the video or not. This doubt can lead to a negative decision. A clear introduction can help peak visitors’ curiosity.

6. Limit the number of clickable items on the page.

The more clickable links, images, or buttons there are on your web page, the less likely it becomes that visitors will watch your online video. So, if you would like to add a video to a product page on your website, you will need to weigh up the value of certain clickable elements, compared to the benefits that you will gain from adding the video, and consider eliminating some of them. Just to be clear, this does not include your main navigation or the footer section of your web page. These are essential to navigating your website.

Online videos can add much value to your business website. To maximize their impact, however, it is important to pay attention to placement, duration, and size. You will also need a clear call-to-action, and you will want to make sure that other clickable items don’t lead visitors’ attention away from the video. By following the tips outlined above, you will increase the chance of visitors hitting that play-button.

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