how to 3x your video play, engagement, and conversion rates - wistiafest 2016

Dont Embed it and Forget It!

Dont Embed it and Forget It!

How To 3X Your Video Play, Engagement & Conversion Rates#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargot

Hello! Im MargotCustomer Success Manager at WistiaHelp customers achieve their goals with videoWrite for the Wistia and WordStream blogs

#WistiaFest / @twitter-handle

#WistiaFest / @ChappyMargotFun Fact: My childhood nickname was The TankCan you guess which one is me?

#WistiaFest / @twitter-handle


Video production is only a small piece of the pie

#WistiaFest / @ChappyMargotToday Youll LearnSimple tricks to 3X your video play ratesHow to gain leads and conversions directly through your videos!How to massively grow your pool of video viewers without emptying your pockets

#WistiaFest / @ChappyMargotJOHNNY APPLESEEDPart #1: 3X Your Play Rates

#WistiaFest / @ChappyMargotWhich video would you be more likely to play?A) B)


Duhh!


The Science of Smiling!


Smile muscles in the face contractPerson sees another smilingA feedback loop goes back to the brainThe feeling of joy is reinforced



The smiling image increased a software companys profits by 10.7%

#WistiaFest / @ChappyMargotBrand trust was 16% higher and brand connection 28% higher when the Trix rabbit made eye contact#WistiaFest / @ChappyMargot


TAKEAWAY: Use a Custom Thumbnail with a Smiling Human Face Making Eye Contact

#WistiaFest / @ChappyMargotTake things to the next level with thumbnail GIFs


#WistiaFest / @ChappyMargotWe already know GIFs are HOTEmails featuring an animated GIF pulled in 12% more revenue (source: BlueFly)>100 million GIFs were shared on Twitter in 2015

#WistiaFest / @ChappyMargotAt Wistia, weve seen OVER 25X the number of tweet views & 3-5X the number of likes on Tweets with GIFs

#WistiaFest / @ChappyMargotBut most marketers are using GIFs everywhere except their videos#WistiaFest / @ChappyMargot


How to Use a GIF as a Thumbnail

bit.ly/gif-thumbnail

#WistiaFest / @ChappyMargotLike Magic!#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotJenny from Wistia recommends making your own with GIF Brewery

bit.ly/1TLFaBl

#WistiaFest / @ChappyMargotDont underestimated the importance of customizing your player color

>

#WistiaFest / @ChappyMargot***BOTTOM LINE***

People do judge books by the coverYour thumbnail is the key to making your video play worthy.

#WistiaFest / @ChappyMargotJOHNNY APPLESEEDPart #2: Drive Action Directly Through Your Videos

#WistiaFest / @ChappyMargotGenerate Leads in Your Videos

#WistiaFest / @ChappyMargot#WistiaFest / @ChappyMargot



#WistiaFest / @ChappyMargotTo Gate or Not to Gate? That is the Question#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotAsk Yourself?Is it a top-of-the-funnel type video?Is the video solely promotional?Is the video short and sweet ?

Will the viewer save time/$$$?Will the viewer learn something new?Will you send the viewer something valuable?>DONT GATE >GATE IT UP



#WistiaFest / @ChappyMargotRULE OF THUMB: Use common sense. Would you fill out your email if you saw this form?#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotBut, uhh

Where should you place the form?

Should you allow people to skip?

What is a good turnstile conversion rate? #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotThe average Turnstile conversation rate is 11%We looked at data from over 15,000 videos with Turnstiles and found #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotWho wants to be average?#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotPlacing a Turnstile in the first 10-20% of the video lead to a 43% conversion rate!#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotTo Skip or Not to Skip?

Required Turnstile conversion rate was 20% higher then that of an optional Turnstile

#WistiaFest / @ChappyMargotWhat if youre not into collecting emails?

#WistiaFest / @ChappyMargotCall-to-Actions! #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotLast month we analyzed3.6 million customizations481,514 Call to Actions From 324,015 Wistia-hosted videos

#WistiaFest / @ChappyMargotMost people are placing their CTAs at the end butCTAs in the middle receive > conversions


Identify places where a Call to Action would be *useful*#WistiaFest / @ChappyMargot


Image CTA vs. Text CTA

#WistiaFest / @ChappyMargotImage CTAs > Text CTAs


Image CTAsAllow you to add specific branding, color, and effects to your CTAsHigher conversion rates!!Text CTAsEasy to set upMost widely used

#WistiaFest / @ChappyMargotWhat about the copy?#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargot***Power Words***#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargot***Action Words***


#WistiaFest / @ChappyMargotBut, our customers are underutilizing power & action words #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotTo Wrap Things Up, with CTAs Test out creating and uploading a customer image CTA Put your CTA where it makes the most senseUse power and actions words in your copy

#WistiaFest / @ChappyMargotMake Timeline Actions Part of the Production Process#WistiaFest / @ChappyMargot




#WistiaFest / @ChappyMargot***BOTTOM LINE***A/B test - each situation and video is different#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotJOHNNY APPLESEEDPart #3: Promoting Your Videos

#WistiaFest / @ChappyMargot6 Tips to Affordably Promote Your Video #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotPromotional Tip #1: Marry Video and Email Together #WistiaFest / @ChappyMargot

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#WistiaFest / @ChappyMargot#WistiaFest / @ChappyMargotUsing the word "video" in email subject lines boosts open rates by 19%, CTRs by 65%, and reduces unsubscribes by 26%!







#WistiaFest / @ChappyMargotThe Video Voicemail #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargot***Bottom Line***Every video you make should be sent out to a relevant audience via email #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotPromotional Tip #2:Add Videos to Your Email Signature #WistiaFest / @ChappyMargot



#WistiaFest / @ChappyMargotPromotional Tip #3:Embed Videos Above the Fold on High-Traffic Pages #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotWe analyzed95,000 landing pages with Wistia embedded videos


#WistiaFest / @ChappyMargotPromotional Tip #4:Pay Attention to Video SEO#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotWistias got you covered Video metadata is automatically added to the embed codes of your videosThis includes The video title The video description The length of the video The video thumbnail


#WistiaFest / @ChappyMargotVideo SEO Best PracticesThink about the relevancy of the rest of the page!Utilize captionsMake sure your metadata is relevant (and optimized for keywords)Make sure youre showing up! (but DONT PANIC if you dont show up every time)

#WistiaFest / @ChappyMargotPromotional Tip #5:Make Your Videos Insanely Sharable #WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotAdd Share Buttons to Your Player#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotShamelessly Ask People to Share Send a Twitter message or email to industry friends Ask your husband, wife, dog, and sister Have your employees share on all of their social networks (cash reward for the best tweet?)


#WistiaFest / @ChappyMargotPromotional Tip #6:Pin Videos to the Top of Your Twitter Feed#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotPinned tweets lead to a 10X increase in conversions. Source: Buffer#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargot[#WistiaFest / @ChappyMargot

#WistiaFest / @ChappyMargotIf you forget everything, just rememberIncredibly Beautiful Video!

Play-worthy Thumbnail

Strategy to Drive Action in Video

Promotional Strategy


Questions?#WistiaFest / @ChappyMargot


how to 3x your video play, engagement, and conversion rates - wistiafest 2016

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