A call to action (CTA) is intended to draw the attention of a visitor and let them perform a specific action. It can be anything that will encourage the visitor to take the next step in the sales funnel.
For example, if a visitor has been reading a sales page and arrives at a product page, the CTA might say “Buy Now” or “Add to Cart.” If a user has been browsing category listings and arrives at a product page, the CTA might say “Learn More.”
In this guide, we’ll go over some of the biggest reasons why a CTA can boost conversion rates, especially for video.
1) Find the Best Platform for Your Video
If you want to boost your video conversion rates, you should use a video platform that allows you to add a call to action.
The CTA lets you specify exactly where the user should go after they have watched your video. If you use YouTube, you can include a link in the description of your video that takes the user to a landing page where they can sign up, buy products, etc.
2) Know What Type of Video to Use
When you have a specific type of video in mind, it helps you determine what type of CTA to use. Here are some examples of video types:
a) Promotional Videos
Promotional videos are the most common type of video you’ll see on the web, and they tend to have high conversion rates, because the goal is for users to click and buy a product.
When you have a promotional video, you can use a CTA that says “Learn More” or “Click Here” to take users to a landing page or product page.
b) Explainer Videos
Explainer videos use animation to tell a story with a specific product or service. They can be used as an introduction to a product, an educational video, or as a sales video.
When you have an explainer video, you can use a CTA that links to a product page.
c) Company Culture Videos
Company culture videos are one of the most creative examples of video on the web. They typically feature team members and a behind-the-scenes look at the company.
When you have a company culture video, you can use a CTA that links to a landing page where users can sign up for a newsletter, get a free trial, or find more information about your services.
3) Keep the CTA Simple
Keep your CTA simple so that it’s easy to understand, even if you have to say less.
You shouldn’t try to be too clever. It’s tempting to use an amusing twist on your product name. For example, if you have a contact management product, you might want to use a CTA that says “Add to Your Address Book” instead of “Add to Cart.”
It may be amusing to you, but it can confuse viewers. Keep it simple, and consider whether you are using a promotional, explainer, or company culture video.
Final Thoughts
In the right context, a video is a great way to include a call to action that encourages users to continue down the sales funnel. For higher conversion rates, keep your CTA simple and use it to guide users toward the next step in your sales funnel.
Need help building a video marketing strategy? Video Ads Melbourne can help. We offer business video production services to boost your conversion rates. Get in touch with us today to learn how.
