95% of people put their video CTA in the worst possible spot

Wistia analyzed 481,514 calls-to-action across 324,015 videos. Almost everyone (95.9%) puts the CTA at the very end. Here's what actually converted by placement:

Mid-roll: 16.95%
End of video: 10.98%
Pre-roll: 3.15%

The words matter too. CTAs with "Signup" converted at 19.5%, "Free" at 12.2%. Image CTAs beat text CTAs (13% vs 10.6%).

If you run a VSL or sales video and the only ask is in the last ten seconds, you're asking the people who already left to convert. The ones still watching at the halfway point are your hottest buyers, and you're staying silent.

Drop a CTA in the middle, while attention is high. Look at your video's drop-off graph: the spot right before the big drop is where your CTA belongs.

1 comment

95% of people put their video CTA in the worst possible spot