Wistia has uncovered some serious insights from analyzing over 3.6 million tweaks to their hosted videos and diving deep into 481,514 CTAs across 324,015 videos. If you’re looking to boost engagement and conversions, here are the golden nuggets:
1. CTA Timing Matters!
When you place your call-to-action (CTA) can make or break your click-through rates (CTR). Here’s the breakdown:
- Mid-Roll CTAs: These are king, pulling in a 16.95% CTR. Why? They hit viewers when attention is high but before they’re tempted to click away.
- Post-Roll CTAs: Coming in second with a 10.98% CTR, these work well when viewers stick around for the entire video.
- Pre-Roll CTAs: Least effective at just 3.15% CTR. Viewers are more focused on diving into the content than clicking a CTA right at the start.
2. Image vs. Text CTAs: Who Wins?
The type of CTA you use plays a big role in engagement:
- Image CTAs: Lead the pack with a 13.08% CTR, likely because visuals grab attention faster than plain text.
- Text CTAs: Still solid performers at 10.65% CTR, especially when paired with compelling copy.
3. Power Words That Convert:
The words you use in your CTAs have a huge impact on conversions. Here are the top performers:
- “Signup” is a conversion powerhouse with a whopping 19.5% rate.
- “Free” isn’t far behind at 12.22%, proving that everyone loves a deal.
- “You” connects personally with viewers and drives a 9.6% conversion rate.
4. Optimal CTA Image Size:
Size matters when it comes to CTA images, and here’s what the data says:
- 640×360: Tops the charts with a 13.7% CTR, thanks to its balanced size—big enough to grab attention without overwhelming.
- 960×540: A close second at 12.9% CTR, ideal for higher-resolution visuals.
- 480×270: Trails significantly with just 3% CTR, likely because it’s too small to stand out.
Key Takeaways for Maximizing CTA Performance:
To crush your video marketing game, focus on:
- Placement: Mid-roll CTAs are the sweet spot for engagement.
- Design: Opt for image-based CTAs with a size around 640×360 for maximum impact.
- Wording: Use power words like “signup,” “free,” and “you” to drive conversions.
- Strategy: Align your CTAs with your video goals—whether that’s to educate, inspire, or convert.
By nailing the timing, format, and messaging, you can turn your CTAs into conversion magnets. 🎯
Source: Wistia