CTA Lesson 2

Join us in the Wistia Academy for a second lesson on Calls to Action. We'll show you how to add CTAs in Wistia, when to add them during the video, and track the success in your stats.

Adding Calls to Action to Your Videos 🎬

Video Lesson

The Importance of Video CTAs

By adding a CTA to your videos, you give yourself a better chance of continuing the dialog with your viewers. CTAs can help convert visitors who view your content into customers, create paths for your viewers that can foster deeper engagement, and gather valuable data about who’s interested and what they’re interested in.

Here are some examples from customers from our Video Inspiration Gallery:

Blueleadz does a great job of following up with the customer post-roll (more about that in a little bit and making sure they know what the next steps are. They also provide viewers with additional resources all in one CTA:

Sticker Mule keeps it short, sweet, and straightforward with their CTA. This one comes at the end of a video all about their ordering process, and encourages viewers to try out the process for themselves:

SaleCycle simplifies the things for their viewers by allowing them to sign up for a webinar right at the end of the promotion video:

Hey Wistia! These video CTAs are fancier than the ones I can make in the Customize panel — why is that? Nice eagles eyes. 👀 These CTAs are custom HTML CTAs, which you’ll learn all about in the next lesson. But if you just can’t wait, click here to jump ahead.

How to Add a CTA to Your Video

Now that you’re excited about Calls to Action in video, let’s dive right into adding one.

To add a CTA to your video, navigate to the video in your Wistia account and select Customize to open the Customize panel for your video.

From the Customize panel, select Call to Action.

Woohoo! You’ve added your CTA — now it’s time to make it shine. You can edit the time your CTA appears, and what type of CTA you’ll be using (more on that next). You can also adjust the content of your CTA by changing the copy and the link to where you’re directing your viewers next.

Once you’ve got that all sorted, don’t forget to Save your customizations. Hooray! You’ve just created your first CTA. Great work! 💌

Types of CTAs

In Wistia, there are three types of CTA you can add to your video: Text, Image, and HTML. Text is the default: you can type in the text you’d like to show to your viewers, and it will appear at the point in your video you’ve specified. When a viewer clicks it, they’ll be taken to the URL you’ve set.

The Image CTA option lets you use a custom image instead of plain text. If you create an image you would like to use as your CTA, this option will prompt you to upload it. Then, just set the URL it should point to, and Save. Voila! An awesome image CTA.

Check out this example from the folks at InVision. Read more about their video usage over in the Video Inspiration Gallery.

HTML CTAs let you take your CTAs to the next level with additional customization. If you’re comfortable with a bit of code, you can use this option to create CTAs that match your branding in look and feel.

You can even get advanced by having CTAs that behave in different ways. You could offer several options to your viewers, or use the CTA to play another video rather than visit another page. The next lesson will delve into HTML CTAs in depth …  stay tuned! Or, if you’re feeling especially motivated today, you can jump ahead.

Tracking CTA Stats

Did you know that you can track the stats and conversion rate of your CTAs in Wistia? After you’ve gathered some views, head back to your video within Wistia. From the Video Actions menu select Stats. (Alternatively, while logged into Wistia, right click on the video anywhere on the web, and choose the View stats in Wistia option.) This will take you to the stats page for your video.

Choose Show Details to see the full breakdown of your Action stats. This will show you a more in-depth breakdown of you stats, including your conversion rate for your CTA! Here’s what that will look like:

If you want to see exactly who’s clicking on your CTAs, you can scroll down to the heatmaps section and click the dropdown caret to see more about the viewer.

The heatmap information will show you who was watching the video if they’re identified viewer, where they watched the video, and what device the used. Most importantly, the heatmaps shows whether or not the viewer clicked on the CTA!

For more on stats, check out our stats overview page.

The Best Time to Use CTAs in Your Video

You can add your CTA to any time during your video. Here’s some clarity on the value of each general timestamp.

  • Pre-roll: You can use a pre-roll CTA as a way to gate your content. Something to be wary with this choice: when the conversion opportunity is at the start of a video, the audience doesn’t know why they should click the CTA yet! They’re more likely to skip the Call to Action, or worse, not watch the video.
  • Mid-roll: A mid-roll CTA pops up in the middle of your video. When it’s in the middle, you might upset the natural rhythm and flow of your video. But if you’ve crafted your video with a mid-roll CTA in mind, you’re better equipped to account for this rhythm.
  • Post-roll: When it’s at the end, the fewest — but most engaged — viewers will see it.

Each position has its benefits, so having a plan for who you want to target with your CTAs is an excellent strategy for getting the most out of them.

If you’re looking to have a wider and more engaged audience for your CTA, pre-roll may be an option for you. Keep in mind, viewers might be more likely to skip the CTA or entire video altogether.

The best option to get truly engaged, interested, and invested viewers is to use a post-roll CTA. There may be fewer people viewing it, but you can be assured that the viewers who’ve made it to that point represent the most engaged part of your audience.

Today’s Homework

Beginner: Try it out! Add a CTA to any video in your Wistia account.

Advanced: Already using CTAs on your videos? Check their stats and see how they’re performing. If they’re not hitting your goals, try experimenting with the timing or wording of the CTA to see if that changes viewer response.