Three Benefits of Adding Video to Your Website

Posted by: Today's Tip Contributor on July 29, 2010

Video used to be a nice add-on for an e-commerce site, a frill that companies could feature or not without obvious repercussions. That is no longer the case. Today, video is a must-have for e-businesses concerned with SEO [search-engine optimization], conversion rates, and brand identification—essentially any company with an online presence and intent to succeed.

Placing video on your website is a smart business practice. Here’s why:

1. Video makes your Web site sticky. Videos provide a dynamic, interactive experience for site visitors. By using videos, e-businesses can highlight promotions, provide tutorials, and show customers how products operate. The engaging nature of video encourages users to spend more time on a page, thereby increasing stickiness and ad revenues.

2. Interactive videos help you "upsell." Videos can convey more essential data in a shorter time. The viewer does not have to read long texts or jump between pages. Instead, he or she gets "fed" exactly the data you want to deliver. That’s not to say that video makes the user passive, however. Videos with clickable links direct users to appropriate pages in the website or to other video selections, providing additional opportunities for you to cross-sell and upsell.

3. Videos drive traffic. Search engines now offer video as part of integrated search results. With proper SEO, videos can drive traffic that might otherwise be directed elsewhere to your website instead.

Shmulik Weller
CEO
SundaySky
New York

Reader Comments

MadMan

July 29, 2010 4:40 PM

Please note that international bandwidth is not the same as of the US. There are many places where people still use dial up. So, the video option, though good for US markets, is not a good option for world audience. This is because the users would feel they are missing something instead of getting informed. This would mean that their visit to the site has not been comprehensive and they would wander away. The stickiness would decrease and so would the ad revenues. That is only true for slower internet connections mind you.

Business should realize that their website is being seen all over the globe. How they want to market themselve is more important following the herd and plugging in a video regardless.

Tal

July 30, 2010 8:09 AM

Nice post. But where is the 4th benefit?
In Treepodia (www.treepodia.com) we believe that measuring video performance is a must.

TIm

July 30, 2010 3:59 PM

Perhaps I'm having a browser malfunction, but doesn't the title read "Four" Benefits?

Sjoerd

August 9, 2010 8:42 AM

Even though I like the content, the title promises 4 benefits, yet it only lists 3.

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