Video excellence - Made With Purpose

reduce website bounce rate with videoAccording to Google: “Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.

Aslo important to not is that a bounce can occur at anytime within the first 10 seconds of arriving on your site.

A site’s bounce rate is easy to track using tools such as Google’s Analytics.

Analytics tools can show you the bounce rates on the different pages of your website and how the user came to your site (organic search, paid search, banner ad, etc). You can also see how the bounce rate has changed over time. This is a fantastic measure of the quality of your website’s content.

Here are some interesting statistics on Bounce Rate:
Google Analytics Benchmark Averages for Bounce Rate

  • 40-60% Content websites
  • 30-50% Lead generation sites
  • 70-98% Blogs
  • 20-40% Retail sites
  • 10-30% Service sites
  • 70-90% Landing pages

A bounce rate of less than 30% is good, a 50% bounce rate is average, over 60% is something you should be concerned about and an excess of 80% is definitely a matter for major concern (of course depending on the type of site it is).


Landing pages and blogs have high bounce rates as users tend to visit to look at that one page and then just leave again from that same page; in this case you can use the time on site to determine if people are just bouncing immediately or whether they are sticking around and giving your content true consideration.


Generally speaking a high bounce rate is a clear indication that you are making a bad first impression upon visitors to your site. This is where video comes in as a great way of grabbing people’s attention when they first arrive at your site and helping them to understand what the site is about.


An effective video on a homepage should tell potential customers more about your company, its credibility and the unique benefits behind the service you provide, in a concise format.


It should be content-rich and packed with compelling words that will spur the customer into action at the end.


Dr. Flint McGlaughlin, Managing Director of MECLABS offers some interesting advice about pay-per-click advertising that can also be applied to video production:


Ask yourself this question: “If you had just 10 words to explain why people should buy from your company instead of another, what would you communicate?”


The answer to this question should help you come up with a powerful opening statement for your homepage video.


Always understand the value proposition of what you are offering, through the eyes of your customers. When creating your video, think in terms of a customer as opposed to a marketer.


In order to create a video that grabs the attention of visitors immediately upon coming to your site it is useful to think about three key principles that your video must contain: appeal, exclusivity and credibility.


Below each principle has been broken down further.


1. Appeal: How much desire is there for this product/ service that you are providing?

Product review videos that incorporate the history of a company fit this category nicely. Take a watch of these two below:


Ganesh Machinery Intro & Ganesh Products Introduction Video


What is the appeal of Ganesh machinery?

From the video above we learn that Ganesh Industrial Supply Inc. was established in 1985 and continues to grow within the highly competitive machine industry. Since then they have installed over 10,000 machines in companies and schools across the United States. Ganesh Machinery currently services dealers and machine installations in Canada, India and Mexico.


Their expertise and increasingly global perspective are both appealing factors.


InnoCentive CEO Dwayne Spradlin introduces The Open Innovation Market



Dwayne Spradlin CEO of InnoCentive endorses their new book. We learn that InnoCentive has 10 years of experience carrying out open innovation for businesses and are fully up-to-date with the pressing concerns of the 21st century. InnoCentive’s knowledge and experience to date is encapsulated within The Open innovation Market.
Spradlin explains the different sections of the book and what readers will take from them. He highlights two key points for businesses: Strategy and network orchestration.


2. Exclusivity: Is this product (or a better one) available elsewhere?

Somewhere in your video it is important to mention the exclusivity that your company offers. You must stress what is unique about the product/service you are promoting, that it is something which simply cannot be obtained elsewhere.


Ganesh Machinery prove their exclusivity by stating that they have a state-of-the-art training centre in close proximity to their 3,000 square foot demo showroom. We are also told that they strive to minimise the downtime that their customers experience by having the parts that they need for their machines kept in Southern California. The latter is an important statement as it is linked to customer satisfaction.


Alongside emphasising the appeal and exclusivity of your company, it is also crucial to demonstrate its credibility.


3. Using business videos for credibility

Always ask yourself the question, how believable are your claims?


Whilst you obviously want to promote your company in the best possible light, don’t fall into the trap of over-exaggerating the services that your company provides in a home page video. Customers need to see hard facts for you to be believable.


Reserve your lavishing praise for customer testimonial videos instead: They’re a ready-made license for your customers to say all of the great things about your organization that you can’t say without seeming overly boastful.


In home page videos, remember to substitute general descriptions with specific facts. “We have the best data guaranteed” is not a helpful statement. Why is it the best data? What kind of data is it? Expand further.


Instead of just saying you are the biggest company; state that you sell 1,500 products. That will give customers a better indication of your size.


Likewise don’t just say: “we provide reliable solutions”


But instead say: “All our solutions are backed by stringent Service Level guarantees with cash rebates for under-performance: 1.) 99.9% uptime guaranteed. 2) Guaranteed response time. 3) Guaranteed time to repair.”


Don’t just say you are successful and leave it at that (everyone can say this!) Instead prove your success and credibility by providing statistics.


In your videos don’t waste time asking customers rhetorical questions but instead tell them something informative, answer the question you were going to ask them.


Creating a strong, concise video for your home page should definitely help to reduce the bounce rate of your site.


Whereas the homepage video needs to be concise and attention grabbing, on a page deeper in the website, an interested customer will not be put off by watching a longer video that answers any questions or concerns that they might have. This is a great way to show off your product in detail.


If you have a spare 10 minutes take a watch of this very informative in-depth introductory video for the Nissan Leaf battery electric vehicle with Paul Hossen, the Leaf product planner, explaining what the Leaf is all about.



Taking the time to produce an in-depth video such as this, with the purpose of educating your customers about your product, shows that you want them to make an informed decision before purchasing.


A quick round up of the points covered in this article:

  • Video can help to reduce a website’s bounce rate by grabbing a visitor’s attention as soon as they reach a site.
  • On a homepage, time is of the essence, and video content must be engaging.
  • Straightforward, jargon-free language should be used and try to condense as many persuasive arguments and as much relevant information into as little film as possible.
  • Avoid general, vague statements – make sure that you use relevant statistics to back up your points.
  • Always think from the perspective of a customer when creating a video. What information do they want to know about your company and the products and services that you provide. Think along the lines of appeal, exclusivity, credibility etc.
  • Save your longer, in-depth, demonstration videos for pages away from your home page.