Turn Videos Into Conversions RAMP Exec Says

Forget the cute kitties, hot garage bands and scantily clad men and women. There are much better ways to get members of your target audience to watch your video.

Even better, you can convert those viewers into customers, and you won't even have to show your embarrassing skateboarding accident to the world.

Like almost everything else in marketing today, it comes down to customer experience, according to RAMP President and COO Stuart Patterson. Are you giving the viewer the experience they want, the way they want it, when they need it?

Simple as 1, 2, 3

Patterson explained some of the software-as-a-service (SaaS) video company's core tactics this week in a one-hour CMSWire webinar about the merits of video content marketing, starting with the three basic reasons that content marketers use videos.

First, he said, marketers want to increase their traffic to their websites. Second, they want visitors to spend more time on their sites. Last, but definitely not least, they want to convert those visitors into paying customers.

"Those are the primary reasons: attracting viewers, engaging viewers and  converting them perhaps, in the best case, to a customer," said Patterson. "There's a lot of recognition that's building now around the possibility of using video as the primary and most powerful form of content  marketing. But it's still nascent, it's still relatively new and a lot of people don't know how to do it and how to do it effectively."

Those who've cracked the code have reaped big rewards. In a company-conducted survey, Ramp's customers reported a 320 percent increase in unique visitors, a 40 percent increase in average time on site and a whopping 10-fold increase in click-through rates.

"Key to juicing" those numbers, said Patterson, is metadata, and "the only way to get the metadata into the video is to transcribe everything that is said." Just so happens that Ramp holds 20 patents in speech-to-text technology and related fields, and each Ramp video includes a button to access the transcript in a variety of languages.

Searchable Videos

The transcript has other virtues. For example, it makes the video searchable, according to Patterson. Just search for "kitty" and it will jump like a spry cat to images of your film's furry feline. It can also link to related content so that someone watching a video about your widgets can take a shortcut to a customer information page on specifications or, potentially, to an order form.

Measuring the ROI  in video depends on your goals as a marketer. Maybe it's the number of people who click through to your website or visit your store. Or you may measure success in terms of social shares as the video goes viral. Any way you cut it, the shortest path to success is an enhanced customer experience, according to Patterson.

"We don't just play the video itself. We surround the video with interesting controls that the viewer can benefit from," he said. "We also surround the video with other related information, which causes the viewers of the video to re-engage or engage longer with your video content."


RAMP add features below the video  (left), and can also be embedded in other players (right).

Patterson acknowledged that technology pioneers like Steve Jobs found great success  by focusing on user experience. He feels his company has honored that tradition by creating a video experience called RAMP VX that was created with the goal of "defending and promoting the interests of people who like to watch video."

Beyond the Video

Unlike the bare-bones approach of YouTube or other video sites, the RAMP VX includes transcripts, ads and other info. It can also be implanted into another video player without sacrificing its own benefits. A column on the right side accommodates contextually related content that ties into whatever  is happening at that moment in the video.

That sort of engagement is what leads a viewer to fill out a bingo card and, hopefully, go on to watch another video, download a white paper or even commit to a purchase.

"That's where the money enters the scene," said Patterson. "That's where you get an incredible return on investment in video content marketing. And it's where, potentially, you can even drive sales for your company."