Bounce rate is a real problem with website owners. You build a great site that truly reflects your brand. You’ve already created an awesome graphic logo for your site, lots of great quality content, and even some amazing explainer videos. Then you sit back and wait.
But nothing happens.
If you look at your Google Analytics account, you begin to see the picture. Your bounce rate is high! But what does this mean?
It means that people are bouncing off of your page before they even have a chance to see what you’re about. And that’s bad news.
What is the goal?
Bounce rate is the amount of people that hit your site, the immediately leave within a short period of time. The goal, after all, for your website, should be to keep people on the page for as long as possible. You want them to take an interest in what you are doing to the point of staying on your page to find out more.
You want them to connect to your brand in a personal way that helps create a bond between you and your target audience. You especially want them to follow through your sales funnel to the point of your “call-of-action” so that they will take the action that you want them to take.
Whether that action is to buy something, send you their email contact, or just subscribe to your newsletter, the goal is to get them to your call-to-action. Therefore, if people are bouncing off of your page within a few seconds, you are not achieving this goal.
What can you do?
First of all, look at your content. Is your content rich and meaningful to your target audience? Does it have value for your critical audience? What are you offering them that helps you make a connection that can lead to a sales relationship?
Here’s an idea: create a video!
Perhaps you already have the video on your page. But is, is a good video? Is it dynamic? Does it capture the interest of even the most skeptical visitor? If not, here are a few ways you can capture the attention of your visitors with a great video.
What do we mean by “dynamic?” If you go to the online Webster’s dictionary, you will find the following definitions:
- the process of or characterized by constant change, progress, or activity.
- relating to the volume of sound of a recording, instrument, or vocal
- a form that stimulates change or progress within a process or system
How Do You Define Dynamic?
In a way, all of these definitions fit what we are talking about when it comes to creating the dynamic video. You need to create the video that appeals to people and has a high state of action or change. You should also consider using the second definition that relates to music and video regarding the fluctuation of sound. Finally, the third definition reminds us of the importance of having the video that helps to stimulate change or progress.
In fact, this is the very definition of creating winning content of any kind, including video. When you change up things, it keeps the mind active and responsive. In fact, there is an entire school of thought around the idea that the brain can literally “change itself” when given the right amount of stimulus and engagement.
The Research Factor
The Dynamic Neural Training System, based on a book and series by Toronto psychiatrist and researcher, Dr. Norman Doidge, he explores the theories of the brain regarding how it can mutate and change itself by just being exposed to new stimuli that excite the neuropathways and creates new channels of learning.
The idea behind this is known as neuroplasticity, the ability of the brain to change and become engaged in new ways due to a change in external stimuli.
Wow! This is big stuff.
If there are numerous clinical applications to the research of the brain, imagine the applications you may be able to use with your video content. Taking this theory as fact, you could assume that virtually anything that you can do to increase the connections that the brain will make to your messages, the more impact your videos will make with your viewers.
It could also be assumed that more dynamic or active video would tend to attract people on a higher level than mere talking head type video.
While there is a place for “talking head,” the kind of video that will likely yield the most top results is animated video.
What’s so great about animated video?
In this study by Nielson Norman Group in 2014, they determined that moving objects and animations are much more successful in capturing the attention of the average user than static or slower moving images or objects.
The study focuses on website design itself and how the impact of dynamic images and moving objects on your webpage increase engagement.
In a similar manner, animated video captures the attention of your users in a much more relevant way than other types of video.
The researchers who did the study on neuroplasticity stated that different stimuli and dynamic environments could result in an increased level of engagement and interest of the brain. There are many factors that contribute to this, including the level of interest of a person when they come to your page. But applying some of the key components of this research can greatly help your chances of creating something that will engage and delight your intended audience.
Another Advantage to Animated Videos
Another big plus to using animated video as part of your page content is that you will be able to break through the less interested visitors’ attention and create an instant connection to those customers who would have otherwise left your site before they even had a chance to investigate your products and services and to see what you’re about.
What this means in simple terms: you will lower your bounce rate!
If you are ever going to move forward with your site and your brand goals, you should always be aware of how people are responding to and interacting with your page. Think of your website as one big cognitive, psychological study where you are striving to capture the attention of your key audience and increase their attention.
If the researchers who are studying the human brain are telling us that the brain can change due to a more dynamic and engaging stimulus, don’t you think it’s something that you should look into? You will never win over anyone, no matter how much psychology you apply to your content marketing.
But using the higher order thinking that is prevalent in these highly esteemed studies is certainly a move toward something exciting when you apply it to real world video marketing techniques.
Where do you start?
Start with a great animated video. We can help with that. We’re not psychologists. We’re just animated video creators who understand the appeal of the happy video medium with your customers.
We can create all types of animations, including whiteboard video, character animations, stop-motion video, and much more.
Just come to our site and check out our online portfolio to learn more.
We create dynamic animated video for websites that improves your staying power and lowers your bounce rate.
When it comes to online marketing, that’s priceless!
See our work at animatedvideo.com. Then plan your own animated video. We’ll help your dream of lowering your bounce rate become a reality!
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