What's Your Conversion Strategy? Part II

After Part I of my investigation, I was flooded with responses from across the globe. As expected, most marketers are still hung up on traffic as the only indication of a site’s success, but a couple of people came back with real suggestions.

Deborah Discount wrote in from Delaware to tell me all about her conversion strategy involving deeply discounted premium stock to remove barriers to entry for nervous buyers.

I also got a note from Ronny Rewards in Rochester with a super suggestion about rewarding visitors when they become users.

Great ideas both, but they’re missing a major ingredient: video.

Video is the key to engaging your visitors once they make it to your site. This isn’t revolutionary. Everyone knows that video, or rather, good video, is extremely sticky. But, at EyeView, what we’re seeing with our clients is not just random stickiness but a measurable increase in conversion rates. In other words, the right video, presented in the right way, can actually lead your conversion strategy rather than just be another marketing dart thrown over the shoulder at a moving target.

Video is entertaining, educational and engaging but next time someone asks you what your conversion strategy is, you should also mention that video has a measurable impact on turning visitors into leads.

How you go about measuring that impact is a topic for a whole other day. Feel free to write in your suggestions while I work up to my next post.