3 Ways to Increase Video Conversion Rate

This article outlines five practical tips to enhance your agency’s video approach and improve conversion rates.

Increasing your video conversion rate can significantly impact your overall marketing campaign performance. Even when a video is well-produced and has a solid audience, conversions sometimes fall short. 

For example, imagine launching a product video that drives tons of traffic to your client’s website, but only a small percentage of their viewers actually sign up for the free trial at the end. 

What’s missing? 

While video content might engage users, there are often overlooked elements that prevent them from taking that next step. 

In this article, we’ll explore three straightforward ways to fine-tune your agency’s video strategy and optimize for better conversions. 

Whether you’re focusing on CTAs, user experience, or timing, these tactics will help you bridge the gap between views and conversions.

Let’s dive in.

In this article:

• Benefits of Video Marketing
• How To Create a Video Marketing Strategy 
• How To Use Video Marketing To Increase Conversions
• Best Practices for Video Ads Marketing
• Measuring Video Ad Results
• Summary & Key Takeaways

Benefits of Video Marketing

Video marketing has become one of the most effective tools for digital marketers. And it’s not just about aesthetics or keeping up with trends. Video advertising drives real results that help brands connect with their audience on a deeper level. 

Here are nine key benefits of incorporating a well-executed video strategy into your agency’s marketing efforts.

1. Expanded Audience Reach

Videos have an unmatched ability to attract attention and connect with a wide variety of viewers. Compared to other content formats, videos are shared more frequently and have a greater chance of going viral.

2. Higher Engagement

Video content encourages viewers to engage more by liking, sharing, and commenting. Its immersive format keeps viewers invested in the message, making it easier to foster a connection with the audience.

3. Boosted SEO Performance

Search engines, particularly Google, favor websites that incorporate video. Adding videos to your client’s site improves their ranking and makes it more likely for the content to land on the first page of search results.

4. Increased Conversion Rates

Videos play an important role in driving conversions. Whether it’s a product demo on your client’s website or a testimonial in their email campaigns, video content tends to generate higher click-through and conversion rates.

5. Improved Retention

People are more likely to remember video content than text or static images. Using videos strengthens brand messaging, leading to greater recall among audiences.

6. Building Trust

Videos provide a platform for authenticity, allowing brands to create personal, relatable content. This builds trust and helps establish stronger relationships with viewers.

7. Clearer Product Explanations

For complex products or services, video offers an opportunity to explain details more effectively. Demonstrations and overviews clarify usage, making it easier for customers to understand the value.

8. Enhanced Social Media Presence

Social media platforms like Facebook, Instagram, and TikTok prioritize video content, giving brands a better opportunity to reach and engage their target audience.

9. Better Storytelling

Videos allow for more dynamic and emotive storytelling. Brands connect with viewers emotionally and explain complex ideas in a way that’s more digestible and engaging than text-based content.

Capitalizing on these benefits helps marketing agencies improve their clients’ online presence and achieve better results.

How to Create a Video Marketing Strategy 

Creating a solid video marketing strategy requires careful planning and understanding of your goals. Below you’ll find a strategy that drives real results:

Set Clear Goals Aligned With the Buyer’s Journey

To start, define specific goals for your video campaign based on where the audience is in the buying process. 

Videos for the awareness stage should focus on introducing the brand, while those in the consideration phase should offer more in-depth information. Decision-stage videos should guide viewers toward taking action, such as making a purchase or signing up.

Know the Target Audience

Understanding who the audience is will shape every aspect of your video. Consider factors like demographics, interests, and behaviors to create content that resonates with the right people and addresses their specific needs.

Agency Tip: Have an in-depth discussion with your clients beforehand. They might think their target audience is someone completely different which may cause their video ad results to suffer. Try using checklists or surveys to gain a better understanding. 

Tailor the Message With Engaging Storytelling

Effective storytelling is at the heart of any successful video. Make sure the message is clear, compelling, and tailored to the audience’s pain points or interests. A well-crafted narrative will keep viewers engaged and more likely to respond to the call to action.

Choose the Best Platforms for Video Placement

Where a video ad is placed is just as important as the content itself. Whether you choose YouTube, Facebook, Instagram, or TikTok, select platforms that align with the audience’s habits and preferences to maximize reach and impact.

Decide on the Right Video Format

Different types of videos work for different campaign goals. Product demos, testimonials, explainer videos, and short social media clips all have their place, so choose the format that best suits the client’s objectives and target audience.

Launch the Campaign With a Clear Plan

Once the video is ready, launch it with a clear strategy in place. This includes setting up tracking tools, scheduling the release, and ensuring everything runs smoothly across all platforms.

Evaluate the Results

After the video ad has been live for a while, assess its performance by reviewing key metrics like views, engagement, and conversions. Use this data to refine future video marketing efforts, ensuring continuous improvement and success.

How to Increase Video Conversion Rate for Clients

According to the AgencyAnalytics Marketing Agency Benchmarks Survey, the metrics that matter most to agency clients are those that demonstrate conversions. 

Agencies always want to show a good return on ad spend (ROAS) and the best way to do this is by focusing on the video metrics that clients care most about. 

Here are a few tips for optimizing your clients’ video ads to boost conversions:

1. Improve Video Viewability

Ads with a viewability of 70% or more perform better. If the viewability of your client’s online video ads falls below this mark:

• Identify where users spend their time and move video players to those positions on the page.
• Configure a video player to autoplay only when it is in viewport.
• Ensure your video ads are well-positioned:
  • For above-the-fold placements, place ads near the bottom of the screen (right above the fold).
  • For below-the-fold placements, place ads on the left or right side of the screen and if possible, in a separate column from the page content.
  • The logic of ad placement is simple: If people can’t find your videos, they can’t become viewers of it. If they aren’t viewers, your metrics stop there.
• Increase the size of the video player. The larger the video player, the more viewable the video content.
• Address the load speed. Slow-loading ads are less likely to be viewed.
• Optimize websites for:
  • Speed and Responsiveness
  • Mobile Devices

2. Improve Video Completion Rate

Bear in mind that only 53% of viewers will watch a video to the end. But, there are still options for improving the completion rate of your clients’ online video ads:

• Improve viewability (as above).
• Shorten the length of the videos. The less there is to watch, the faster completion is reached. 
• Include subtitles in the videos. Most people opt for silent viewing on mobile devices, so tailoring your clients’ videos to the preferred viewer experience is a good move. 

3. Improve Video Engagement

If the engagement rate of your clients’ online video ads is lower than 1-5%: 

• Change the video thumbnails to be more eye-catching. Since it’s the first thing to be seen, it’s important that it captures the viewer’s attention. 
• Start videos off strong. Include a compelling hook in the first three seconds that will draw viewers in.
• Make the videos interactive. Include gamified, shoppable, or virtual reality elements to elicit viewer engagement.
• Ensure that all video ads include a strong CTA to increase the likelihood of viewers clicking through.

Save your agency’s billable hours every month by using a YouTube report template. This report combines PPC video metrics with a variety of other marketing platforms to give clients a complete picture of your agency’s efforts. 

Best Practices for Video Ads Marketing

To get the best results from video ads, it’s important to follow a few proven strategies. Focusing on concise messaging, mobile optimization, and consistent branding will help maximize engagement and conversions. 

Here are the best practices to keep your client’s video ads on track:

Highlight Benefits and Solutions, but Keep It Brief

The most successful video ads are concise and focus on delivering clear benefits to the viewer. For example, YouTube ads under 10 seconds see the highest completion rates, with engagement staying strong up to about 30 seconds. Keep the messaging direct and impactful.

Optimize for Mobile and Use Closed Captions

A large portion of video content is viewed on mobile devices, so make sure the ads are optimized for smaller screens. As mentioned above, adding captions is essential to ensure the message is understood, even when muted.

Tell a Story and Stay On-Brand

Building an emotional connection with viewers is key to encouraging action. While storytelling can create engagement, it’s just as important to ensure your client’s brand is visible and consistent throughout the ad. Striking a balance between engagement and brand recognition will improve both awareness and conversions.

Test and Optimize for SEO and Visibility

Experimenting with different versions of a video ad will reveal what resonates best with the audience. Vary elements like the length, messaging, music, or visuals, and monitor which versions perform better in terms of engagement and conversions.

By following these best practices, you’ll ensure your clients’ video ads are optimized for success, driving both engagement and meaningful results.

Measuring Video Ad Results

After spending so much time crafting the perfect video ad campaign, you want to show off your agency’s results in a report that looks just as good. 

It can be difficult to determine the success of video ad campaigns without proper tracking and measurement tools. For agencies, having these tools that scale with their growth is key to continually optimizing and tracking multiple client campaigns at the same time. 

Key Video Advertising Metrics

Agencies need to measure the success of their video marketing campaigns and make data-driven decisions to maximize their clients’ return on investment. So what are the most important video advertising metrics to track? 

Here are the top six video ad metrics:

• Engagement
• Conversion Rate
• Impressions (View count) 
• Click-Through Rate (CTR)
• Follower/Subscriber Growth 
• Average View Duration 

But how do you prove to your clients that their ROI is worth it for all these video ad campaigns?

This is where a strong client reporting platform makes a difference—consolidating all your clients’ important metrics in one place, saving your team valuable billable hours so they can concentrate on the creative side of marketing. 

With AgencyAnalytics, you’ll:

• Put all your clients’ PPC metrics under one roof–without logging in and out of multiple platforms 
• Instantly combine over 80 platforms into a crisp marketing reporting dashboard that updates in real-time
• Drag and drop the most important sections you want to showcase to clients
• Have a historical view of your campaign results at your fingertips
• Flip your client data into easy-to-read client reports in minutes

Track and report on your clients’ video ad metrics with their other marketing platforms in a single report. Get started with your 14-day free trial of AgencyAnalytics.

Summary & Key Takeaways

Video marketing is a powerful tool that drives meaningful results for your agency’s clients, but optimizing for conversions requires a strategic approach. 

By focusing on clear CTAs, concise messaging, and mobile optimization, you will significantly improve engagement and conversion rates. It’s also essential to continually test different video elements, such as length and placement, to see what resonates best with the target audience.

The benefits of video marketing go beyond vanity metrics such as views. Video ads increase audience reach, build trust, and improve SEO. When combined with the right strategy, video content becomes a key driver for both brand awareness and conversions.

Reporting on video conversion metrics doesn’t need to be complicated. Use AgencyAnalytics to track, report, and analyze key conversion metrics in no time.