I heard a new phrase today that has everything to do with using video on your website. Dwell rate. This is a new term for me, so being the Internet Marketing junkie that I am I was compelled to learn more.
eMarketer, one of my favorite sources of Internet related statistics, ran an article titled “How Engaging is Online Video“. According to the article and the source, Eyeblaster, video advertising doubles engagement and boosts ROI vs. traditional Internet ads. The research goes on to say that it takes just 2 video impressions for every 3 standard impressions – a healthy increase.
So what’s this got to do with your website? I’m sure you can see where this is going; using video on your website has many of the same benefits. Let’s break them down.
1. Video is far more engaging. There is a reason You Tube is the 4th most visited site in the world. People sit and watch videos, sometimes for hours on end.The research referenced by eMarketer shows that video ads have almost double the amount of “dwell time” than standard ads. In the case of Dr. Jeffrey Monash, a local weight loss doctor, video translates into huge benefits. The average time spent on his website is 3,479% higher than average websites of the same size, and the bounce rate of visitors to his site is 17% lower. This means people stay on his site far longer, making it far more likely they will contact his office for a visit. In fact, a full 23% of visitors to his site go to the contact us or information meeting reservation pages. That’s a 23% conversion rate! According to Bryan Eisenberg over at ClickZ, an good average is 2-3%, and top performing companies can attain as high as 14%. I’d say 23% is pretty darn good, and I attribute much of that to using video on his site.
2. More traffic, time on site, and lower bounce rates help your rankings. I say it a lot – build a site that people like and Google will love it too. Google takes into account how much traffic you get, where it comes from, how long it hangs around and numerous other factors. Factor some of those benefits of video into the mix and you can see how using video can increase your search engine rankings.
3. You just look cooler! I admit, that’s a bit subjective, but using video really does give people the a great impression. You will be considered forward-thinking and on top of the latest technologies. If you are in a business where the latest technology matters in any way, this will have an effect on visitors to your site.
4. Video is versatile and powerful. What if you want to demonstrate that new product? How about actually meeting the doctor via a video introduction? Real Estate is really using video well. Take a look at some of the top performing Realtor websites. Many of them use video tours now to really get you inside that house, where you can see every detail like never before (here is just one example for a Tucson Realtor.)
5. Video + Social Media = More traffic. Why only use video on your website? With so many social media video tools like You Tube, Vimeo, Google video, and other sites, you can upload your video, tag it and give it a keyword-rich title, and use it to drive traffic you your website.
The best part is the cost for shooting and producing video is coming way down. For around $1200 you can have a promotional web video shot and produced, including music and graphics, as well as the online marketing. For the money, this is the biggest bang for your buck and will really maximize that traffic to your website.