How to Increase the Conversion Rate of Your Videos

Here are some proven tactics for improving video conversion rate, dashboards to track your progress, and ways to share results as they happen.

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What is video conversion rate?

Conversion rate is not a video metric on its own. Instead, it requires two metrics and an added step of calculation.

Whether you want to know the conversion from video views to form submissions on a single video or the indirect impact that video has on landing page conversions, you’ll have to create these calculations using one or multiple sources, i.e. views from Wistia and New Leads from HubSpot.

You can use Data Calculations to create metrics like this.

Here are some longer-form articles you might find helpful:

There are many proven methods that can help optimize specific metrics, but which methods should you be applying to all of your video efforts? Here are some proven tactics.
In this episode of Data Snacks, Gabe from Nextiny Marketing shows you how they optimize their videos to improve their video conversion rate metrics.
List of Tactics
  • Add relevant CTAs. Use data to understand where users are engaging with your content most, where they are falling off, and where they are stopping. With this data, you can place CTA’s where people are engaged the most, making sure the CTAs are relevant to the intent of the video. Adding CTA’s towards the beginning of your video content vs. the end can help increase the click-through rate of your video.
  • Add a form. Embed a form into the video player to convert leads right from your video content. Remember what the goal of the video is. If adding a form with a relevant content offer or conversion point will help you accomplish this goal, go for it.
  • Personalize your videos. Some video content is meant to be viewed by a large volume of people, where others are meant to be personal. The more personal the video (targeted), the more likely you will get the user to move through to a conversion.
  • Match content with user intent. It’s not just about visual engagement, it is also important to match the video content with the visitors intent on the page. If your video’s content isn’t relevant to the visitor, your overall conversion rate will suffer.
  • Integrate your video platform with your lead generation platform. By integrating your video efforts with a lead generation platform, like Wistia with HubSpot, you can measure how video is influencing your campaign conversions (CTAs, forms, landing pages, etc..)
  • Video A/B Testing. Some video hosting companies allow you to a/b test your videos to prove which tactics work better than others. We recommend taking an a/b testing approach to all of the above tactics by testing one thing at a time. For example: Test your videos with people in them vs. images, then learn how your audience responds to those iterations.
How to Track Video Conversion Rate

When you monitor your impact as you implement your plan, you're also empowered to adapt your approach as needed in order to stay on track.

The following dashboard templates are plug-and-play and will allow you and your team to track progress toward the KPI and goal you've outlined.

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Wistia Performance Overview

Wistia Performance Overview

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Get a detailed overview on the performance of your projects and indivusual videos.

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Share results as they happen

Sharing results - good and bad - as things happen, allows you and your team to celebrate victories, do more of the activities that produce results, and course-correct when things aren't working.

Most importantly, it creates an environment where everyone feels in control of the company's performance next week, month, quarter, and beyond.

Set up a Scorecard and Alert in order to keep you and your team up-to-date on your progress toward the goal you selected earlier.

Track your progress toward these KPIs in real time

With Databox free, you can pull all your data into one place, set goals around specific KPIs, and track performance and discover insights in real-time.

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Recommended KPIs

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