This is a guest post from Hillel Scheinfeld, COO of Viewbix — a Constant Contact add-on partner.

As they said in the movie Field of Dreams, “If you build it, they will come.”

But what happens if they come and don’t do anything?

That’s what’s happening today with most videos created by small businesses. Viewers are watching the video, but they aren’t being converted into leads or customers.

So, why is that and why should you care?

Well, according to a recent report by Cisco, by 2013 90% of all web traffic will be generated by video. That’s a lot of potential business.

To make sure you capitalize on this golden opportunity, here are three things you can do to help convert your video viewers into customers:

1. Hit ‘em while they’re hot

When your viewers click the play button to start watching your video, they’ve told you that they’re interested in what you have to say. This is the best time to convert them to a lead or sale. At Viewbix, we accomplish this by allowing you to add calls to action and interactive apps like Constant Contact directly in the video player.

Let’s use the Constant Contact app integration as an example. When you add this app along with your video, you can drive email subscriptions while people are watching your video. They don’t need to leave the video or page they’re on, because they can complete the sign up in the player itself.

2. Be at more than one place at one time

The days of driving users to your website as the exclusive way to engage and convert them are over. People today are finding your company and watching your videos on the web, mobile, and social networks. You need to be able to convert them whenever and wherever they are watching your videos.

One thing we talk about a lot with our clients is what happens when they start getting some good traction via social sharing of their videos. While this does increase their video views, it doesn’t necessarily help increase their customer base. What you really want is for them to share your videos with embedded calls to action so everyone who sees that video can become a potential customer.

3. Don’t be afraid to try different things and see what sticks

As they say, practice makes perfect. Some of the most common questions we get asked are “What apps will perform best for my video?”; “How many apps is too many?” and “What should I put in the call to action text?”

While we share some best practices (for example: you’d be surprised by how many people viewing videos also like seeing pictures, etc.), what we’ve seen is that the answers to these questions are highly dependent on your business and how you are using your videos. The way to really solve this problem is by doing some testing, testing, and more testing. You need to be able to create A/B tests and, most importantly, track how they’re performing.

One other important thing to consider is how complex this task is. If you’re like most businesses, you’re really stressed for time, so make sure you have a testing platform that is simple to use yet provides you with the tools you need.

Our Pro clients use our cloning feature to create A/B tests in seconds and link the results to our integrated analytics suite.

To learn more, check out our video.

Interested in learning more about how to significantly increase your user engagements and email subscribers? Check out our MarketPlace listing.