Now that you have an idea as to where to start with your Online Video Content, it is important to know that conversion-orientated video isn’t just about producing it and uploading it to the Web.

Just as you would optimise your PPC ads and Landing Pages for maximum conversion, Online Video Content also needs to be optimised for conversion. But before you begin to optimise your Video Content, it is important you measure the results of your Online Video so far so that you know what needs to be tweaked and altered in order to improve your conversion rate.

Measuring Online Video

In order to optimise your Online Video Content effectively you would need to measure the following:

  • Opt-In-Rate – this is the number of users that have chosen to watch your video
  • Engagement Profile – this is the percentage of users who engaged with your Online Video for a certain period of time
  • Conversion Rate – the number of Call to Actions completed from the Online Video

The information you gather from Measuring Online Video will enable you to make better decisions regarding:

  • Changes to Call to Action text
  • The placement of your Online Video on a page
  • Where in your video are your audience dropping off? Should this section (s) of your video be left out?

Applying SEO and Social Media – Optimising Your Online Video Content

  • Use keyword research tools in order to tag your video with the relevant keywords associated with the content therein.
  • It helps to build a page on your website per video. Here you can include a brief, keyword-rich introduction to your video and you can provide meta data for optimal SEO.
  • If you’re distributing your video across other video sharing sites like Vimeo and YouTube then ensure your keyword tags and meta data remain consistent.
  • Make use of Video Thumbnails. YouTube takes the frame from the 1/4, 1/2 and 3/4 mark and lets you pick which one to use as your thumbnail.
  • Display your Call to Action in your Video Thumbnail so when your video shows up in search engine results your Call to Action will be front and centre.  
  • Avoid the use of Active-X controls, Flash, and entirely dynamic video.
  • Use Social Bookmarking to promote your Online Videos.
  • Search for popular videos within your subject matter and create a video response. This allows you to piggyback on the popularity of the other video. Just make sure your video’s title tag and description are similar to the popular video.
  • Ensure your Online Video Content is available for others to upload to their Blogs.