Why Your Videos Don't Convert—And How to Fix It

Never mind content is king: in today's digital age, video content is truly top of the heap. Creating compelling videos that convert has become an essential skill for marketers, business owners, and content creators alike.

The reasons are pretty obvious. With the power of video marketing, you can captivate your audience, convey your message effectively, and ultimately drive action. But let's pause for a beat - creating action is the goal, but it's rarely the outcome of video.

Think of your last video watching experience. Maybe you were researching a product, learning more about a company, or watching a tutorial. No matter what, at the end of the video, it's on you as the viewer to take the next step. Video is essentially a dumping ground for information, not action - unless you're super strategic about it.

Whether you're promoting a product, educating your audience, or telling a captivating story, crafting videos that convert requires careful planning and implementation.

In this helpful guide, we're breaking down the essential steps you need to take to create videos that engage your target audience and drive the desired results. And when we're talking results, we mean actual conversions - sales, demand gen, email signups - you name it!

Let's jump in!

Why is Video So Important?

It's an easy bias to have: Video is great and all, but if I'm not seeing results from it, is it really that important? We hate to tell you this, but it might be your videos that are the problem (cue, "t's me, hi! I'm the problem it's me" singalong moment). Because the simple truth is, video DOES convert - like gangbusters! Keep reading to learn why video is such a game-changer for marketers in any industry.

The Unmatched Power of Visual Storytelling

Let's start with the obvious: We're living in an increasingly visual culture. Just scroll through your social media feed, and you'll notice it's inundated with videos—people dancing, cooking demonstrations, life hacks, you name it. Video has become the de facto medium for consuming content. Why? Because video offers a rich, dynamic experience that simply can't be replicated by static images or text. It’s a form of storytelling that combines visuals, sound, and sometimes even interactivity, making it one of the most engaging mediums available. And engagement, dear reader, is the first step towards conversion.

Video Isn't Just Eye Candy; It Drives Action

Alright, time for some jaw-dropping statistics that prove video isn't just visually appealing—it's commercially compelling too. According to HubSpot, a staggering 90% of consumers say that videos help them make purchase decisions (Source). But wait, there’s more. Embedding videos on landing pages can skyrocket organic search traffic by 157% and improve conversions by 80% (Source, Source). Not to be outdone, 64% of consumers are more likely to purchase a product online after watching a video about it (Source).

An Effective Tool for Multiple Audiences

Executives, the busy bees they are, prefer video content too. A survey by Forbes found that 75% of executives watch work-related videos on business websites at least once a week (Source). What does this tell us? Whether your target audience is a casual browser, a potential consumer, or a high-level executive, video is your go-to resource for effective communication - well beyond just a consumer audience.

Conversions and More: The Ultimate ROI

But here's the kicker—videos don't just boost engagement and conversions in the short term. According to Optinmonster, businesses using video grow company revenue 49% faster year-over-year than those without it (Source). Plus, videos that are shoppable—like the ones you can easily create using Ghost's shoppable video solutions—lead to 30% of viewers visiting a store within 24 hours of watching (Source). Now that’s what we call turbocharging your ROI.

In the end, videos don't just sit on your web pages or social media profiles as passive content. They actively engage, persuade, and convert. Whether you're a budding entrepreneur or a seasoned marketer, you can't afford to ignore the incredible potential of video marketing. So, gear up and roll camera! 🎥

The Common Pitfalls: Why Most Videos Fail to Convert

Okay so, we're on the same page now. Video is critical. But what's happening that's making your videos not quite meet the mark? We've rounded up some of the most common stumbling blocks for video creation, whether it's promotional, ads, social media, or on your site - the same rules pretty much always apply. Are you making any of these key mistakes?

Lack of Strategy: A Video Without a Purpose

One of the most glaring mistakes people make is producing videos without a clear strategy or objective. It's not enough to create a video just because "everyone is doing it." Without a well-defined goal, be it brand awareness, customer engagement, or sales conversion, your video is essentially a ship without a compass. It might look great, but it’s not going anywhere specific, and that's a problem.

Unfocused Content: A Vague or Overloaded Message

Another common misstep is crafting a video that either tries to say too much or doesn't say enough. Imagine watching a 10-minute video that rambles on without hitting a core message. Or worse, a short clip that bombards you with multiple messages, leaving you more confused than convinced. Both are ineffective because they fail to deliver a clear, concise, and compelling narrative that resonates with the audience.

Poor Production Quality: A Letdown for Viewers

You don't need Hollywood-level production values, but a video that looks and sounds amateurish can turn off potential customers instantly. Poor audio, bad lighting, or shaky camera work are not just aesthetic issues; they undermine your brand's credibility and can deter even the most interested viewer from converting.

Ignoring User Experience: Complicated or Unresponsive Design

Imagine a video that takes ages to load, doesn't play on mobile devices, or requires multiple clicks to get to the point. Such barriers ruin user experience, causing viewers to exit before they can engage with your content. And if they're gone, they're not converting. Period.

Lack of Interactivity: Missing Out on Dynamic Engagement

Traditional video content is passive; it only allows one-way communication. Adding interactive elements, such as clickable links or shoppable features like those provided by Ghost, turns passive viewers into active participants. Failing to make your video interactive is a missed opportunity for deeper engagement and increased conversion. You can even make interactive videos for free!

Weak Call-to-Action: A Missed Conversion Opportunity

You could have the most captivating video ever, but if it ends without a compelling call-to-action (CTA), you've missed the boat on conversion. A weak or missing CTA doesn't guide the viewer on what to do next, which often results in no action taken at all.

No Follow-Up: The Absence of Measurement and Analysis

Finally, what you do after the video is published can be just as crucial as the content itself. Neglecting to analyze performance metrics means you're operating in the dark, without insights into what's working and what needs improvement.

The bottom line is, creating videos that convert is not just about avoiding these pitfalls; it's about understanding why they happen in the first place. Recognize these common mistakes and you’re already a step ahead in the game of video marketing that actually drives action. 🎯

Now that you know why video is important and why your video efforts might not be hitting the mark, let's jump into how to create better videos.

Step 1: Determine Your Audience and Understand Their Needs

If you try to create video content for everyone, it's going to resonate with no one. The first step to creating compelling video is making sure you're serving an audience with the video content you're producing.

Think of it this way. If you were the owner of a mobile massage practice, no one is looking for a video on why your practice is so great. Instead, let's think about the pains of this audience - literally! Someone might be interested in a guide to 5 easy stretches they can do to relieve pain from an office job. Or they might be curious about whether a mobile massage service can visit their home. Recognize that we've already identified two audiences here: People with office jobs, and people who want massages in their homes.

With that in mind, let's dig into how to learn a bit more about your audience.

Get to Know Your Audience Like You Know Your Best Friend

Listen, making a video without knowing your audience is like cooking a five-course meal without knowing if your guests are vegetarians. Waste of time, right?

• Who Are They? Don't just stick to boring basics like age or location. What do they care about? What problems can you solve for them?
• What's Bugging Them? Address their pain points directly. If you can solve even a tiny problem for them, they'll love you for it.
• Go Beyond the Obvious: Think attitudes, values, lifestyle choices. Dig into the psychographics, not just demographics.

Ask, Don’t Assume

Assumptions are the termites of relationships—and marketing campaigns.

• Talk to Them: Use surveys or interviews to get real answers. Aim for open-ended questions that can give you a goldmine of info.
• Look at the Data: See where they hang out online. Which social media platforms are they addicted to? Use this info to distribute your videos where your peeps are most likely to see them.

Be Their Go-To Problem Solver

So you've gotten to know your audience—awesome! Now let's talk about why they should even care about your video.

• Hit the Pain Points: They've got challenges? You've got solutions. Pinpoint what's keeping them up at night and address that in your video.
• Serve it Hot and Ready: Keep their attention by dishing out actionable solutions. Could be a quick tutorial, expert advice, or real-life "they-made-it-so-can-you" stories.

Don’t Be a One-Hit Wonder

Here’s the tea: Understanding your audience isn’t a one-time thing. Tastes change, new problems arise.

• Keep Tabs: Always be on the lookout for shifting needs and preferences. Are they loving the new yoga pose tutorial but snoring through the meditation guide? Adjust accordingly.
• Feedback is Gold: Regularly ask for and analyze their comments, reviews, and maybe even their memes. This keeps your videos not just watchable, but shareable and actionable too.

There you have it. You're not just making videos; you're building an engaged, trust-filled relationship with your audience. And that, my friend, is the secret sauce to making videos that not only get watched but also convert.

Step Two: What's the Game Plan? Set Objectives and KPIs

Hold up, before you hit that record button, let's get your goals straight. What's the point of making this video? More eyeballs on your brand? More clicks to your site? Whatever it is, set those objectives clear as day to guide your video creation.

• For Newbies and Brand Awareness: If you're the new kid on the block, maybe you're shooting for X number of views in Y days. That's your guiding star.
• Measure It or Lose It: Once your goals are set, let's talk KPIs—those are your yardsticks. Could be views, social shares, or likes—pick metrics that tell you you're hitting your goals.

Not All Metrics Are Created Equal

• If You're After Awareness: Count those views and social shares. High numbers? You're the talk of the town. Low numbers? Time for a tweak.
• Engagement is King: Likes, comments, shares—these tell you how much your vid is vibing with folks. Low engagement? Might be time for a content check-up.

Making Bank? Let's Check Those Conversion KPIs

• Click-Through Rates (CTR): A high CTR means people didn't just watch; they clicked. They want more of what you’re offering.
• Hello, Is It Leads You’re Looking For?: Form submissions mean someone's really interested, not just casually swiping. These folks wanna hear more from you.
• Show Me the Money: Track those sales or conversions directly linked to the vid. If people are buying, you’re definitely doing something right.

Step 3: Drafting the Blueprint: Scripting & Storyboards

Okay, you've got your goals and audience down. Now, let’s talk about the backbone of your video: the script and storyboard. Think of these as your video's blueprint that you'll fill in the gaps with once you start building it.

Crafting the Script

• Talk to Your Audience: Seriously, think about your audience while writing this. What ticks them off? What are they dying to know? Let that guide your storyline.
• Keep It Snappy: Attention spans are more goldfish than elephant these days. So, get to the point and make it stick. Throw in a dash of humor or a sprinkle of emotion to keep folks tuned in.

From Script to Screen: Storyboarding

• See the Big Picture: A storyboard is basically your script in doodles and sketches. It's your chance to sort out the visuals scene-by-scene, like a comic strip for your video.
• Angles & Transitions: Think about camera angles, cuts, and any special effects. This doesn't need to be Spielberg-level, but planning it out means fewer headaches later.
• Keep It Cohesive: The storyboard helps you spot any rough patches in the video flow. Iron those out, so your message gets across without hiccups.

Nail the Visuals

• Message & Imagery: Your storyboard is more than just a sketch—it should be a visual representation of your objectives and message. Line those up so your imagery amplifies what you're saying.

Remember, your script and storyboard aren’t just desk ornaments. They're your A to Z guide for the whole production process. Put in the effort here, and you're setting yourself up for a video that doesn't just get watched—it gets remembered and acted upon.

Step 4: Pick Your Stage & Set the Tone: Platforms and Formats

By now, you've got your story. It's time to decide where to tell it. Picking the right platform is like choosing the best stage for your performance.

The Heavy Hitters: Social Media Platforms

• YouTube: It's the OG of video. If you're eyeing a broad reach, YouTube is your best bet. Its discoverability algorithms can amplify your reach far and wide.
• Instagram: Looking for a younger, visually savvy audience? Instagram’s got you covered. Its IGTV feature allows for longer, deeper dives into content.
• Facebook: Offering everything from short News Feed clips to lengthier Facebook Watch videos, this is a one-stop-shop. And with its advanced targeting, you can hit the bullseye on audience segmentation.
• TikTok: Want to be a sensation among Gen Z? TikTok’s For You page is an algorithmic wonder that can make your video go big-time viral, especially with trending TikTok challenges.

Your Own Website & Distribution Network

• Interactive Videos: Ghost's interactive videos shine when hosted on your own site. Control the user experience from start to finish, adding custom CTAs, shoppable links, and more.
• On-Site SEO: Hosting on your own site also lets you benefit from SEO opportunities. Add transcriptions, meta descriptions, and all the fixings to make Google fall in love with your video.

Which Format to Pick

• Tutorials: Perfect for sharing know-how and flaunting your expertise.
• Product Demos: Showcase the A to Z of your product, leaving no doubt about its awesomeness.
• Interviews: Add credibility by featuring industry experts or satisfied customers singing your praises.
• Storytelling: Emotional narratives can grip your audience and make your message unforgettable.

The right platform and video format aren't just an afterthought; they’re critical to your video marketing success. Do the homework on where your audience hangs out and what they want to watch, and you’ll be setting the stage for a video that’s not just seen, but also engaged with and acted upon.

Step 5: Create a Visual and Auditory Feast: The Art of Visuals and Music

You've got your script and your platform; now let's make it a feast for the eyes and ears. Visuals and music are not just the cherry on top; they're the core ingredients that can make or break your video's effectiveness.

Up Your Visual Game: Quality and Aesthetics

• High-Quality Visuals: Crisp, clear images and videos are non-negotiable. Nothing turns off an audience faster than poor visual quality.
• Relevance Matters: Make sure your visuals align with your message. The graphics and images should illustrate, not just decorate, your content.
• Be Vibrant, Yet Focused: Utilize bold colors, interesting textures, or even slow-motion effects. But remember, these should accentuate your message, not drown it.
• Animations and Graphics: Consider motion graphics, animated explainer videos, or 3D visuals. These can add depth and dynamic layers to your content.
• Pro Footage: If budget allows, professional cinematography can take your video to the next level. A beautifully shot video can convey quality and authority.

Music: The Emotional Amplifier

• Mood Match: Your music choice should fit like a glove with your video's tone. An upbeat tune can make a light topic feel even more engaging, while a slow melody can add gravity to a serious subject.
• Cue the Emotion: The right music can pull heartstrings, ignite passion, or induce calm. It sets the emotional stage for the viewer.
• Instrumental vs. Lyrics: Instrumental music is generally a safer bet as it won’t clash with the spoken words in your video. If you opt for lyrics, make sure they’re not distracting.
• Rights and Royalties: Always make sure the music you use is either royalty-free or appropriately licensed. The last thing you need is a copyright strike.
• Test & Tweak: After adding music, watch your video. Does the music feel like an organic part of the storytelling or more like an awkward add-on? Adjust as needed.

Visuals and music work in tandem to make your video a multi-sensory experience. They add an emotional and aesthetic layer to your message, deepening its impact. So make every pixel and every note count. With the right visual and auditory elements, your video won’t just capture attention; it will hold it all the way to the final frame.

Step 6: From Passive Viewing to Dynamic Action: Power Up Your Videos with Interactivity

If you've been following along, you've nailed your script, visuals, and music. But how can you make sure your audience doesn’t just watch and leave? The answer is interactive elements that turn passive viewers into active participants. Here's how you can achieve that quantum leap in viewer engagement and conversion:

Transformative Elements: Turn Watchers into Clickers

• Annotations: Think of annotations as your video's "footnotes." They offer additional insights or context at specific time stamps. Not only do they enrich the viewing experience, but they also drive actions like subscribing or sharing the video.
• Clickable Links: Sometimes, you want your audience to do more than just watch. Adding clickable links can guide viewers to a landing page, a sign-up sheet, or another video. It's like giving your viewers a nudge to take the next step.
• Quizzes and Polls: A quiz can challenge your audience or validate their understanding of the video content. A poll, on the other hand, can serve as a quick feedback loop. Both of these tools can lead to higher engagement and longer watch times.
• Chapters and Skip Buttons: Allow viewers to navigate easily through your video. Chapters or skip buttons can help your audience find what they're most interested in, improving their overall viewing experience.
• CTA Buttons: Ending your video with a clear call-to-action (CTA) button can significantly boost conversion rates. Whether it's a "Buy Now" or "Learn More," make it impossible to miss.

Revolutionize Online Browsing with Interactive Video

Consider going beyond standard interactivity with Ghost's Shoppable Video Solution. It's most definitely not just for retail either! Any business that wants to drive action from video content can benefit from Ghost's solution. Realtors can showcase houses and push viewers to book a showing. Life coaches or business coaches can provide helpful tips and invite people to fill out a form for an ebook. Consultants can deliver newsworthy headlines and drive people to book meetings. Car dealers can take viewers along for a test drive and invite people to book their own time slot to do the same. The possibilities are endless.

• Cross-Sell with Ease: Imagine being able to click on a product showcased in a video and then adding it to your cart. Tag up to 10 products in a single video to help viewers add more items to cart.
• Flexible Display Options: Add shoppable video to any page using your choice of display option - carousels, floating, or in-line video.
• Create Related Collections: Link similar products or items together by creating specific browsable video collections. For example, a travel agency could create a collection for the best family-friendly resorts in Cancun.

The Ultimate Outcome: Engagement and Conversion

What makes interactivity truly revolutionary is its ability to capture valuable data. Every click, every hover-over, every second spent on a quiz or poll—these are all data points that can help you understand your viewers' preferences and behaviors. This analytics goldmine can be the cornerstone of future content strategies.

To sum up, interactive elements, especially when fueled by shoppable video capabilities, can transform your video content from a monologue into a dialogue. It's like turning a lecture into an engaging conversation that doesn’t just end with the credits but continues into conversions and lasting customer relationships.

Step 7: Boost Your Reach with Video SEO: More than Just Keywords

You've crafted an incredible video, packed with interactive elements and compelling visuals. But none of that matters if your target audience can't find it, right? That's where Video SEO comes in. Much like its textual counterpart, Video SEO involves optimizing various aspects of your video to make it more discoverable. Let's break it down.

Keywords: The Foundation of Your Video's SEO

• Video Title: It all starts with a snappy yet keyword-rich title. Think of it as the headline of your video. Your title should intrigue viewers while also clearly indicating what the video is about.
• Description: A well-crafted description offers both context and keywords. Go beyond a one-liner—provide a brief overview, explain the video’s value, and use targeted keywords naturally. It's a balance between readability and SEO value.
• Tags: Use these to tell the search engines what your video is all about. Be selective, and pick keywords that are both relevant and frequently searched for. You can also include long-tail keywords to cover specific queries.

The Visual Pull: The Art of the Thumbnail

The video thumbnail is like the cover of a book. It’s what grabs people's attention in a sea of search results.

• Imagery: Use high-quality images that are clear and engaging. A blurry or cluttered thumbnail can turn viewers away.
• Text: Some thumbnails benefit from a text overlay. If you go this route, keep it legible and concise.
• Consistency: Stick with a style or theme for all your video thumbnails to maintain brand consistency.

Additional Metadata for the Win

• Closed Captions & Transcripts: These not only make your video accessible but also provide additional content that search engines can crawl. It’s a win-win situation.
• Video Length: Search engines favor content that keeps users engaged. While the ideal video length can vary depending on the platform and subject matter, a general rule of thumb is to keep it long enough to be informative yet short enough to maintain interest.
• File Name: Even before you upload the video, ensure the file name contains a target keyword. It’s a small detail but one that is often overlooked.

Sharing and Backlinks

Share your video across social media platforms, blogs, and websites to increase its visibility and generate backlinks. The more quality backlinks you have, the higher your video will rank in search results.

By optimizing your video’s SEO elements, you not only increase its discoverability but also amplify its reach. The goal is to create a ripple effect: your SEO efforts make your video easy to find, which leads to more views, which in turn improves your video’s ranking, attracting even more viewers. It's the digital marketing circle of life!

Step 8: Don't Just Set It and Forget It: How to Measure and Refine Your Video Performance

So you've selected the ideal platform, crafted an irresistible thumbnail, and SEO-optimized your masterpiece to the moon and back. Congratulations, you're on the digital stage! But as any seasoned performer would tell you, the show's not over when the curtain falls. It's vital to take a step back and evaluate how your video is performing. Let's dig into how to do that comprehensively.

The Metrics That Matter: Your Video Scorecard

• Views: This is your basic pulse check. A high number of views usually indicates good discoverability and initial interest. But don’t stop here; delve deeper.
• Watch Time: This tells you how much of your video people are actually watching. If they’re dropping off early, maybe your intro isn’t captivating enough.
• Engagement Rates: Likes, shares, comments—these are your immediate feedback mechanisms. They indicate not just how many people are watching, but how many people care.
• Conversion Rates: Did your viewers take the action you wanted them to take after watching your video? Whether it's making a purchase, signing up for a newsletter, or filling out a form, this metric is the ultimate indicator of your video’s effectiveness in meeting business objectives.

Your Post-Performance Analysis: The Debrief

After gathering all this data, it's crucial to put on your analyst hat.

• Segmentation: Look at how different audience segments are interacting with your video. Are younger viewers sharing it more? Are certain demographics watching it longer?
• Benchmarks: Compare your video's performance to your past videos or to industry standards. This can give you a good idea if you’re improving over time or need to rethink your strategy.
• Cost Analysis: Especially for paid promotions, understanding your ROI (return on investment) or ROAS (return on ad spend) is vital. Are the results worth the spend?

The Cycle of Continuous Improvement

Based on your analysis, brainstorm ways to up your video game.

• Content Tweaks: Maybe your message needs to be clearer, or perhaps a different type of visual could be more engaging.
• Audience Adjustments: Your video might be a hit with one audience but miss another. Revisit your targeting options to make sure you're capturing the viewers most likely to convert.
• Experiment and Iterate: The beauty of digital marketing lies in its ability to adapt. Got a low-performing video? Adjust and retest. Found a winning formula? See how you can replicate it.

The idea is to create a constant loop of creating, measuring, analyzing, and improving. Your videos are dynamic creatures, and they should evolve with your audience's needs and preferences. The more finely-tuned your videos are, the higher their potential to achieve your marketing objectives. So keep those analytical wheels turning!

Videos to Inspire You

Looking for inspiration? Check out how some of Ghost's customers are using video to drive results on their websites - from a range of industries! 

Victrola - Electronics

Universal Pictures - Entertainment

Klaudia Nabialek - Real Estate

Plus - Fashion & Apparel

Watch even more video examples on our YouTube channel.

Conclusion: Your Roadmap to Unforgettable, Action-Driving Videos

You've made it through the comprehensive journey of video marketing—from identifying your objectives and understanding your audience, right down to optimizing for SEO and obsessively analyzing metrics. Phew! But let's not forget, this isn't just about creating videos; it's about creating videos that compel, convert, and command attention.

Remember, the power of video marketing lies in its ability to tell captivating stories, create emotional connections, and prompt viewers into action. Whether you're creating a high-energy product showcase or an enlightening tutorial, each video you produce should aim to be an unforgettable experience for your viewers.

Want to kick it up another notch? Transform your videos from passive to interactive by adding shoppable links using Ghost's interactive video solutions. Imagine your viewers not just watching but interacting, clicking, and buying—all within the video frame. Now that's taking your video marketing to the stratosphere!

So go ahead—embrace this fascinating world of video marketing. Arm yourself with insights, back yourself with analytics, and let your creative flag fly high. The digital stage is ready for you to dazzle, deliver, and dominate.

Happy filming! 🎥