Conversion Rate Optimisation Top Tips and Tricks for Improving Your Website’s Performance
Discover proven conversion rate optimisation tips to improve user experience, boost engagement, and turn more website visitors into customers.
Why Video Is No Longer Optional for Modern Websites
Standing out online is more challenging than ever. At We Do The Web Digital Marketing Agency, we work with businesses every day that need smarter, more effective ways to engage audiences, increase conversions, and strengthen their online presence.
One of the most powerful tools to achieve this? Video on your website.
Video content is no longer a “nice-to-have” feature. It has become a core component of modern web design, user experience, and conversion optimisation. When used strategically, video can transform how visitors interact with your brand and how search engines rank your site.
Why Video Content Matters
1. Captures Attention Instantly
The human brain processes visuals significantly faster than text. When users land on your website, you have only a few seconds to capture their attention—and video excels at doing exactly that.
Unlike long blocks of text or static images, a well-crafted video can communicate your message quickly, clearly, and emotionally. Whether it’s a short brand introduction or a product explainer, video helps visitors immediately understand what you offer and why it matters.
This is especially effective when combined with strong homepage messaging, as outlined in our guide on conversion-focused website design.
2. Enhances User Engagement
Websites that include video consistently experience:
- Longer session durations
- Lower bounce rates
- Higher interaction levels
Visitors are naturally drawn to movement and storytelling. Video encourages users to stay on your site longer, explore additional pages, and engage with your content—key signals that search engines interpret as positive user experience.
When paired with clear calls to action, video becomes a powerful engagement driver across landing pages, service pages, and blog content.
3. Improves SEO and Search Rankings
Search engines prioritise content that delivers value and keeps users engaged. Video contributes to SEO in several important ways:
- Increases dwell time
- Reduces bounce rates
- Enhances content relevance
Embedding video on your website can improve overall page performance, making it more likely to rank higher in search results. Additionally, video platforms like YouTube act as secondary search engines, offering another pathway for users to discover your brand.
According to Google and UX experts, multimedia content plays a growing role in search visibility and user satisfaction .
For more on this, see our article on SEO-friendly content strategies.
4. Boosts Conversions and Sales
Video has a direct impact on conversion rates. A strong product or service video can increase conversions by up to 80%, depending on placement and quality.
Why does video work so well? Because it:
- Builds trust quickly
- Demonstrates real value
- Answers objections visually
Whether it’s a product demo, explainer video, or customer testimonial, video helps visitors feel more confident in their decision—turning hesitation into action.
This is particularly effective on landing pages, where video supports conversion goals alongside clear CTAs.
5. Strengthens Brand Trust and Credibility
People buy from brands they trust. Video allows your business to feel more human, authentic, and relatable.
Through behind-the-scenes footage, testimonials, or educational videos, you can showcase your expertise while creating an emotional connection with your audience. This reinforces credibility and positions your brand as a trusted authority in your industry.
Best Practices for Using Video on Your Website
1. Keep Videos Short and Engaging
Attention spans are limited, so focus on clarity and impact. As a general guideline:
- Promotional videos: 60–90 seconds
- Educational or explainer videos: under 3 minutes
Deliver value early and avoid unnecessary fluff.
2. Optimise Video for SEO
To get the most from your video content:
- Use relevant keywords in titles and descriptions
- Add transcripts and captions for accessibility
- Compress files to maintain fast load speeds
These steps ensure your video supports both user experience and search performance.
3. Position Videos Strategically
Place videos where they matter most, such as:
- Homepage hero sections
- Service and product pages
- Key landing pages
Strategic placement ensures videos support decision-making moments, not distract from them.
4. Ensure Mobile Responsiveness
With the majority of web traffic coming from mobile devices, videos must display and load seamlessly across all screen sizes. Responsive players and proper testing are essential to avoid frustrating mobile users.
Additional Resources
Want to explore more topics related to improving your website’s performance, engagement, and conversions? These posts from our archive dive deeper into related strategies and best practices:
Related Articles
- Introducing Workflow Automation Services: Let Your Website Work Harder for You — Learn how automation can make your website more efficient and user-friendly.
- The Importance of Clear Website Navigation Enhancing User Experience and Conversions — Discover why clear site structure and navigation are crucial for keeping visitors engaged.
For further reading and industry-backed insights on using video effectively on your website, these trusted sources provide valuable guidance and research:
- Google Search Central Video SEO Best Practices
Official guidance from Google on optimising video content for better visibility, indexing, and performance in search results.
Why this works: Directly supports your SEO claims and strengthens search credibility. - Nielsen Norman Group Video UX and User Behaviour
Research-driven insights into how users interact with video on websites and how video impacts engagement and usability.
Why this works: Strong UX authority backing your engagement and trust points.
Ready to Elevate Your Website with Video?
At We Do The Web Digital Marketing Agency, we help businesses use video strategically to increase engagement, improve SEO, and drive real conversions.
Whether you need help with video strategy, placement, or performance optimisation, we’re here to help you turn visitors into customers.
