The following is an excerpt from The Conversion Code. Order now to receive exclusive bonuses.

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Wistia makes generating leads using your videos simple and effective. You can add advanced CTAs (calls-to-action) into your videos, such as an email form that has to be completed to finish the video.

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For example, a real estate agent could show the outside of a property and the foyer but require someone to register to see the rest of the rooms. They could show the full video of the home but then, at the end, make someone register for the price and address.

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THE IMPACT OF THE TYPE OF CTA IN A VIDEO ON CONVERSION RATE

• Email collection forms in videos have a 10.32% conversion rate.
  
• Full-screen pop-up with a button (video stops) has an 8.76% conversion rate.
  
• Annotation link (video doesn’t stop) has a 1.8% conversion rate1

THE IMPACT OF WHEN THE CTA IN A VIDEO OCCURS ON CONVERSION RATE

• If you have a CTA at the beginning of a video, it has a 12.7% conversion rate.
  
• If you have a CTA in the middle of a video, it has a 2.7% conversion rate.
• If you have a CTA at the end of a video, it has a 6.8% conversion rate.

Video for lead conversion works. In fact, the overall conversion rate of CTAs in videos increased from 8.6% in 2016 to 12.7% in 2020.

One powerful way video can improve your lead conversion rate is to track what percentage of a video someone watches, and if it is over a certain percentage viewed, it can notify sales. Use Wistia + Zapier, which connects products that are usually not easy to integrate. You can also have the video viewed and percent completed data sync to the lead’s profile in your CRM.

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