Video Production for Web Commerce - SEO Complete Solution

Article by William McKenna

Video Production for Web Commerce: Three Types Videos that Boost your Sales ? Marketing ? Video Marketing

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In the first days of web commerce, conducting business online was often viewed as a supplement to a company?s sales at physical locations. But with the proliferation of the Internet into households across the world, many companies now view their online business as being more important to their revenue than their physical locations. To maximize their online selling power, many companies consult with an SEO specialist to improve their page ranking, the quality of their web traffic and, ultimately, their sales. To accomplish these goals, SEO experts often recommend that companies harness the SEO power of professional website video production. There are three basic types of online video that help businesses turn visitors into customers: viral video, conversion video and educational video.

Viral Video

In the annals of Internet history, viral video will remembered as an outgrowth from the YouTube revolution. Viral videos achieve their online ubiquity for various reasons, but a video usually has to be original, unusual, unexpected, hilarious or sexy to have a chance at going viral. Unlike the other types of video that can enhance web business, viral video typically has the greatest effect when it?s encountered outside of a company?s website. Because the business purpose of viral video is about distribution and promotion, having it reach as many websites as possible is the goal. But in order to judge the success of a viral video, SEO experts do more than count its number of views; they also analyze what impact the video is having on a company?s web traffic. When a viral video is optimized to reach the right audience, its positive effect on a company?s web traffic can be overwhelming.

Conversion Video

Unlike viral video, conversion video has the greatest effect when it?s located on a company?s landing page, and is an effective form of video production for web commerce. A conversion video expresses tangible goals and is used to engage website visitors, causing them to spend more time on a website and increasing the chances of a sale. To this end, companies have to develop a conversion goal that uses video to drive potential customers to that goal. Some common conversion goals for commercial websites are: having visitors enter their contact details, having visitors download a file or having customers buy a product. In order to achieve its goal, a conversion video should be pleasantly convincing and should always contain a call to action, with a verbal call to action being the most recommended. Judging the success of a conversion video is easy: when the conversion percentage rises, the video is a success.

Educational Video

Educational video usually doesn?t sit on a company?s homepage. Instead, it?s placed on pages within the site to engage customers who move beyond the landing page to learn more about a product or service. Unlike viral and conversion videos, educational videos are often used to essay on the various values of a product or service, explain its importance, history, etc. In terms of motivating sales, educational video helps to establish trust and provide thought leadership. But it also has other practical advantages. For example, many companies use educational video to remove strain from their customer support staff. Determining the success of an educational video is more difficult than determining the success of a viral or conversion video. But SEO experts can implement video players that capture such metrics as ?time spent on video? and how many chapters of the video were watched.

About the Author

As an SEO consultant that specializes in video production for web businesses, I?ve seen the dramatic impact that SEO website video production can have on a company?s bottom line. Regardless of whether a company uses viral video, conversion video, educational video or all three, the videos are a critical component to generating business interest and capitalizing on that interest.

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William McKenna

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