The Benefits of Using Video on Landing Pages
Video should be used on your landing pages whenever possible. It provides a passive engagement medium where visitors can experience your message with very little effort.
A study by eyeviewdigital.com shows that using video on landing pages can increase conversion by 80%. You can see more examples about it in their case studies.
People have been glued to TV screens since the middle of the 20th century. Video on the web has had a similarly dramatic impact on the way content is consumed, resulting in YouTube becoming the web’s “second search engine”.
Some reasons why video can lift your landing page conversion rates
- Videos increase the length of time people stay on your page, giving your brand message longer to sink in.
- If you feature yourself or company employees in the video, the trust factor is raised significantly.
- People are lazy and prefer to watch vs. read.
7 Ways to make your videos more effective
- Test autoplay vs. press play. Usability guidelines advise against autoplay as it is an interruption technique that annoys people and makes them click the back button. But it can also increase conversions. You have to decide on and measure the impact it has on conversion and the impression of your brand.
- Add a call to action (CTA) to your video. This can be permanently visible, or be shown at strategic times throughout the video, or be presented at the end.
- Try short and long versions to see what your customers need. Some products may need a detailed study, while others might be better suited to a 30 second “commercial” style.
- Use directional cues within the video to point your visitors at your landing page’s conversion goal. This can be a physical action (a person pointing) or a verbal instruction.
- Write a script before recording your video. This will help it flow more smoothly.
- If you are demoing an online product, record the screencast first, then overlay audio later. This gives you more opportunities to make it sound professional. Using an external mic is a good idea too.
- Content re-use. Add your video to YouTube and optimize it for SEO. It’s been suggested that video is 52 times more likely to show up on page one of Google than a text article (most likely due to the lack of established competition).
Video Tip: Creating screencasts quickly and cheaply with Jing
If you have an online product or service, you can put together promotional, educational or instructional videos and have them embedded in your landing page in minutes by using a service like Jing.
Here’s an example we put together really quickly. It shows how to integrate Unbounce with Mailchimp.
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I have been wrestling with the choice of autoplay or no autoplay.
Best way to find out is to test it. It’ll work great for some – while annoying others. Really depends on your demographic.
I have a three minute video I would like to use. I am wondering it the video is too long?
I know, I know A/B comparisons. Unbounce is very cool.
Hard to say. Certain things work better as a 30-second elevator pitch length video – some need more depth – depends on placement (homepage, landing page, internal help page etc).
Sometimes it can be useful to break a longer video into segments and let people choose the “chapter” they want to watch.
I’ve also heard examples of where attention is diminished when people know they are in for a long video – as everyone is so busy. So I’d aim for shorter if it’s an intro to your product/service and state how long it it – try for about a minute.
But yeah – testing :)
Services like Vidyard can give you stats on how much of the video is being watched which would be the best place to start.
Hope that helps.
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Hi Gang – I am wicked late to the party – but I wanted to pipe in and share a mistake that some of our clients are making. While Video is GREAT at increasing conversions – it doesn’t mean that ANY video on ANY landing page will increase conversions.
Let me explain – too many companies put videos on their Landing Pages that are too general, like an “About Us’ video – or they use their television commercial on every landing page. This is a bit “broken” and here’s why.
Pushing a video (or any message) at a potential customer that the customer has NOT requested will FAIL as a tactic in gaining new customers, and by extension your conversions/revenue will be affected.
If it helps here are a few things we help to remedy this mistake.
- If you are going to use a video on your Landing page – make that video RELEVANT to the product or service on that page.
- Use the video to quickly and clearly list and illustrate the benefits SPECIFIC to the product or service on the landing page
- Publish the video on Youtube and Vimeo and then EMBED the video on your Landing page
Keep doing good things!!
PS – If you would ever like guest posts related to landing pages & conversion let me know :)
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I done some high converting video landing page design here http://www.semanticlp.com/category/video-landing-page/, hope it will increase your product and services conversion rate and convert traffic into sale as well.
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