How do you create a CRO video strategy that works?

First, let’s consider why it matters so much. Think of every visitor to your site as a moment of passing attention. Without great conversion rate optimization (CRO), that attention burns away and disappears as each visitor leaves your site. But with some savvy CRO, you can turn that passing visitor into an engaged contact and your next potential source of revenue.

And here’s the best thing about a CRO video strategy: when the only goal is driving up conversions, it’s easy to tell what works – and what doesn’t. The numbers don’t lie. So whether you’re trying to book more calls, generate more sales or increase email subscribers, having a solid CRO strategy is now an essential part of digital marketing.

We’ve got six tips to help you design a CRO video strategy that pulls in the results.

1. Get clear on your target audience.

No fuzziness. No vague thinking. You’re looking for clarity and specificity on a funnel by funnel basis. Make sure each video appeals directly to the audience likely to see it. Don’t reuse video produced for one audience if it won’t resonate with another.

2. Create compelling video content.

Sounds obvious, right? But you’d be amazed at just how much dull stuff is out there. Make sure there’s a clear (and equally compelling) call-to-action for each video, too. Otherwise you’re missing a huge opportunity.

3. Optimize your videos for search engines.

Remember SEO for traditional blog posts? Well now there’s VSEO (video search engine optimization) – and you need to be on it. Here’s how to master VSEO and get results.

4. Use video analytics and measure success.

Go back to your original goals for your CRO video strategy and make sure you’re hitting them. Having a clear goal also helps you to ignore the data that’s unimportant and focus only on what matters.

5. Be smart about how video integrates.

Creating video is hard – so don’t do it just for the sake of it. Make sure you’re getting maximum value from each video by understanding your customer journey, ensuring CTAs match those on your website or landing page, and possibly doing A/B testing. You could even try personalizing your videos. Just keep production affordable and efficient (that’s where Cinebody kicks in).

6. Continuously monitor and refine your strategy.

Don’t simply set and forget. Keep assessing your tactics and their impact on performance, then adjust where necessary.

Six simple steps, but the cumulative impact of these CRO video strategy basics is huge. Do all this, and you’ll soon see your conversions soar.