8 tips to decrease bounce rate using video

When hosting video content on your website, you’ll need to consider a number of actions to improve its accessibility.

In particular, in this blog you will learn how to:

  • Improve your website speed
  • Convert more website visitors
  • Distribute video on your website

Improving the website speed

Test your website speed using:

1. Optimise the images on your website

This can be achieved through reducing the image file size through compression. Some of the best online tools for this include:

2. Reduce the number of plugins

The more plugins that are installed, the more resources that are needed to run them. This will lead to a slower website and can mean that security issues can appear. Make sure to:

  • Remove unused plugins that are installed on your website.
  • Avoid plugins that load a lot of scripts and styles.
  • Only use the necessary plugins and ensure they are updated.

3. Minimise the number of JavaScript and CSS files

A large number of JavaScript and CSS will lead to a lot of HTTP requests when visitors want to access particular files. When reducing the size of these files, make sure to group all of the JavaScript and CSS files separately, which will reduce HTTP requests.

There are tools to reduce the size of these files:

Converting more visitors

1.Having the right landing page

A landing page is the first page of your website that a visitor will see following their click through from an ad. The landing page should mirror the call-to-action that you have chosen and acts as a gateway between a potential customer interested in your video and a purchase.

Ensure that the landing page:

  • Is specific to the advert and its call-to-action.
  • Is mobile friendly.
  • Has important information near the top of the page.
  • Has very few ads and pop-ups.
  • Has reviews that show real opinions from other customers.
  • Provides useful, original content that makes it clear what your product or service is.

2. Calls-to-Action

The landing page and other pages on your website should have a specific Call-to-Action (CTA) button that directs the visitors from the ad through the next stages of the buying process.

This should direct the buyer’s journey through your website and will provide them with all of the information that they require to move through the consideration stage into the decision stage.

These call to actions can be refined more easily from feedback from websites such as:

  • UserTesting: Allows you to have real individuals complete certain objectives on your website, voicing their opinions and giving feedback as they move through.
  • HotJar: Tracks the heatmap of visitors to your site and offers recordings of live interactions with your site to allow you to make adjustments to your web design.

Undertaking these steps will ensure that the website is best positioned to promote and engage your audience.

Video distribution on your website

1. Video Hosting

There are a number of options in hosting your site’s video that offer different benefits and costs.

The options include:

     A: Self-host on a shared hosting plan (eg. BlueHost, HostGator)

     B: Self-host on dedicated server (eg. InMotion etc)

     C: Paid, secure 3rd party hosting service (eg. Amazon S3, Wistia etc)

     D: Host on an online video network (eg. YouTube, Vimeo, etc)

Unless you have a large bandwidth capacity it is not recommended to use option A. This is because large video files could choke your website’s bandwidth and subsequent loading times.

If you want better SEO rankings for your domain name, conversions and links, host your video using options B or C.

If you want better overall search rankings and maximum brand awareness then use option D as your videos will be findable via multiple methods. This will be great for increasing your reach, but does mean that you’re driving traffic to your YouTube/Vimeo account. 

2. Video Placement on Website

When choosing the best location for your video on your website, it is important to consider a few factors:

  • Place your video at the top of your page.
  • The video can come out from the page using a lightbox, which can grab the user’s attention as the background text is blurred.
  • Ensure that the play button is large and contrasting to ensure that it is enticing.
  • Your landing page video shouldn’t be on autoplay as this is widely considered annoying.
  • Provide working sharing options across all platforms that show video title and description.
  • Explain the video in relevant text nearby and have any call-to-actions from the video on the same page.

3. Search Engine Optimisation for Video

Search engines cannot read video formatted content so you must ensure that the text areas around the video can be read by them.

Title – Should contain keywords in a headline form rather than individual keyword phrases (eg. How to… )

Raw File Name – A short and descriptive name such as healthy-diet-meal.mov will increase how often your webpage and video shows up in the search engine

Meta Description – 150-160 character description describing what your video is, where the more detailed the use of keywords is, increases SEO.

Tags – At least 3-4 keywords related to your video

Transcription – Useful for people skimming through your content or watching without audio and means your video performs higher in SEO.

Video URL – Optimise the video URL to include “video” and your keywords (eg. www.taleproduction.com/video/showreel)

Thumbnail – Make sure the thumbnail entices viewers to click and explains what the content is about

Rich Snippet – Is the thumbnail and video description that appears on search result pages – Use how-to, video, explanation, demo, test, tutorial and other similar words to appear here

Your Video Marketing Strategy