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How to Use Video CTA’s to Drive Conversion

Selling with video is simple when you have a compelling message and a targeted call to action (CTA). A CTA is your instruction to your audience that will lead them to take an immediate action. While video alone is fantastic for brand awareness, it is far less effective for sales if it does not include a specific call-to-action text within the video. Looking at statistics, more than 90% of consumers who see your video headline will read your CTA within the video. So, to understand what makes a compelling call to action, which CTAs work best for video and how to add CTAs, let's dig in and take a closer look. 


What Makes a Compelling CTA? 

An essential component of a compelling CTA is personalization. Personalized CTAs convert 42% more leads than generic calls to action. When creating your video, make sure you have a specific goal and plan your CTA accordingly. Keeping your instructions short and direct, for example, "book a meeting" or "sign up today," will make it simple for your prospect to take the converting action. When creating your videos, put yourself in the mindset of the audience. A compelling CTA provides high value if they follow your direction but have low to no risk for them. When you can offer the consumer free information, an exclusive offer, or other perks with your CTA is a great way to get the conversions you are after. 


Which CTA's Work Best for Video?

Your best call to action for video will depend on your content and where the consumer is in the converting process. An introductory video, for example, is designed to create awareness about your brand, product, or service. The goal of this video should be to give the consumer more information as they begin the buying process. For these videos, using a CTA that asks the consumer to "learn more," "visit our website," or "contact us" are great ways for them to begin their journey to discover more about you. 


If your video targets consumers who have already been introduced to you, they are now in the "consideration stage." Therefore, videos for these consumers should now be focused on targeted actions the consumers can take. For example, "complete your registration," "take our quiz," or "sign up" are direct actions that will provide you with more information about your prospect and move them along in their conversion journey. These specific actions are designed to have the prospect invest more with you and move them from "thinking about it" to actively converting. 


The final type of CTA for video is when your consumer has reached the closing stage. They have the information; they have been involved in the process, but now it's time to convert. For a closing CTA to be compelling, it is vital to have a sense of urgency as a catalyst. An example of phrases that create a sense of urgency are phrases like "limited time," "expiring soon," "ends tomorrow," or "while supplies last." With a sense of urgency, a good closing video will have incentives to take the final action. If you sell a subscription service, for example, offering the first 30 days free if they sign up in your timeframe is a terrific catalyst for your prospect to complete the conversion process. 

Read Next: Why Video Is More Powerful Than Text


How Do I Add a CTA to My Videos?

Video messaging platforms make selling with videos and adding CTAs easy and effective. With video messaging software, you can embed CTAs directly into your videos so consumers can easily click your CTA within your video. Did you know that embedding a CTA within your video that looks like a button creates a 45 percent boost in your click-through rate? At OneDay, our video messaging platform exclusively uses the button CTA because of how effectively it converts. So, if you want to sell with video, choose a video messaging platform that can help you create effective CTAs to get the most out of your video marketing. 

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