CATEGORY
DID YOU KNOW WE HAVE A PODCAST?

Become a Better Marketer. Anytime, Anywhere.

Listen and learn on the go with Unbounce’s Call to Action marketing podcast. Tune in and get inspired in the car, while you cook, or at the gym.

We Hate Autoplay Too: 3 Experts on Landing Page Video Best Practices

Autoplay video seems to be growing in popularity, despite unanimously being seen as a real pain in the butt. We’ve all scrambled red-faced for the mute button at one time or another, and we know first-hand that it flat out annoying – and even embarrassing.

autoplay-landing-page-video-650
This guy’s not a fan of your autoplay videos. Image source.

But does that embarrassment translate to a dip in conversions on your landing page?

We asked three landing page video experts this question, along with other questions to help you make the most of your investment in a landing page video. Here’s the advice they shared.

Spoiler: the first five seconds of your video are more important than you may think.

What can video do that text can’t?

Let’s start at the beginning: why video?

We all know that many landing page visitors are skimmers, glancing over text and images to get a quick sense of your unique value proposition. Why would we ask our users to spend an additional minute or two watching a video?

Videos are the most powerful means of communication.

That’s from Maneesh Garg, Digital Marketing Manager at video production company Broadcast2World.

As he explained, when your users watch a video, they get so much more information than they would by simply reading text. They get:

  • A visual understanding of your product.
  • An emotional connection to your company through video components like color and music.
  • The opportunity to learn aurally—according to the University of Alabama at Birmingham, 30 percent of the population understands and retains information better by listening than by reading.

There’s one more big benefit of using video on your landing page, and we’ll let Sarah Nochimowski, Marketing Manager at ecommerce video platform Treepodia, explain it:

Video acts as a stand-in for a real salesperson, filling the void created in the online world by disconnecting from a physical store. This results in sales conversion increases.

In other words:

Take a look at this explainer video from Tapinfluence. It has a friendly, personable salesperson acting as your guide, along with a walkthrough that’ll give you a visual understanding of the product:

That’s what a landing page video can do that text can’t. Are you ready to learn more?

What is the ideal video length?

“We recommend 30-second videos,” Nochimowski told me.

She cited a statistic from The New York Times/Visible Measures that indicated 19.4 percent of users stop watching video after the first 10 seconds, and 44 percent stop watching after 60 seconds.

This basically means that it’s crucial to pack the first few seconds of the video with your critical messaging.

“The first five seconds are crucial enough for people to decide if they want to proceed further or not,” Garg went on to explain. “If you make the first five seconds of your video interesting, it’s very likely that most people will watch your video all the way to the end and take further action, which you want them to do through your call to action.”

Here’s an example of a landing page video that Broadcast2Video created for LockerGenie. Pay close attention to the first five seconds:

Not only do they hook you by describing a relatable pain point in great detail, but the five-second mark ends right as the cartoon man is running across the screen with an armful of laundry.

You want to know what’s going to happen to him, right? That’s audience investment — you’re curious about what’s going to happen next, and you are putting emotional stakes into this cartoon man’s journey.

Broadcast2Video and LockerGenie used the first five seconds of this video to relate to prospects and then build investment in the story to keep ‘em watching.

Should landing page videos autoplay?

Who among us hasn’t lunged for our headphone jack or mute button after opening a page that contains an unexpected autoplay video? Well, it turns out that neither of our experts recommend autoplay video as a way to drive conversion. Nochimowski explained:

This can be perceived as aggressive to the user.

Garg added, “I believe that anything which is pushed on users irritates them and make them suspicious about your product or service.”

What’s the best solution? Nochimowski suggests that “the best is to have a prominent play button displayed on the landing pages (above the fold, for example).”

Garg agrees, with a caveat:

Ultimately, the only way to decide if your video should play automatically is to A/B test two versions of your video landing page; one with an auto-play video and another that gives users control over landing page elements like video.

Conversion optimization blog ConversionXL suggests that Facebook and Twitter’s recent adoption of autoplay video might prime your users to be more accepting of autoplay.

Video production company Basetwo Media reminds us that Facebook and Twitter often use silent autoplay video (that is, the user sees the video play automatically but has to manually activate the sound), which is one more option for you to consider — and test!

Here’s one more video data point for you: Treepodia’s research states that adding a play icon to your video boosts video views by up to 100 percent. So if you decide against autoplay, make sure your prospects know they’re supposed to press play.

Is it better to use animation or live action?

In our experience, when used on landing pages, animated videos convert significantly higher than live-action videos,” Garg told me. “Animation is simply more conducive to helping your target audience understand your brand, product, or idea, which is why explainer videos are so successful.”

What can animation do that live action can’t? Garg explained that animation helps you communicate ideas with “simplicity and the right emotions.” He also notes that animation is often best for introducing users to a new, abstract topic.

Check out how user analytics company CrazyEgg uses simple animations and lighthearted emotional pull to explain how heatmaps work:

Does animation always outperform live-action?

As with autoplay video, you’ll never know until you test it.

As Nochimowski puts it:

We create animated videos but we also give our clients the option to upload full-production videos and let them be A/B tested one against the other. Results vary; sometimes the smallest detail can make the difference.

Don’t forget the hero shot

“When buying products, users want information about the product and how to use it. I believe it needs to be the most practical and useful as possible,” Nochimowski stated.

Unbounce’s Oli Gardner calls this the hero shot:

A visual representation of your offer that demonstrates how your product or service actually works so your prospects can picture themselves using it.

Here’s a video from Screenr that shows the hero shot in action:

After watching that video, you can picture yourself using Screenr, right? You can picture exactly how using it will help solve your screencasting woes. That’s why the hero shot works.

As Unbounce’s Oli Gardner put it:

Add video, increase conversion

If you aren’t yet sold on the idea of adding landing page video to your website, here’s one more fact for you, from Treepodia: according to an Adobe Digital Report, 61 percent of businesses indicate online video as their top sales converter.

So now you know why landing page video works and you have tips to help you craft an effective landing page video of your own.

Are you ready to start thinking about adding video to your landing pages? If not, it’s time to read this article again — or maybe we should have made it into a 30-second video!

About Nicole Dieker
Nicole Dieker is a freelance writer and copywriter. She writes the "How A Freelance Writer Makes A Living" column for The Billfold, and her work has also appeared in The Toast, Yearbook Office, Boing Boing, The Penny Hoarder, and The Freelancer by Contently. Follow her on Twitter @HelloTheFuture.
» More blog posts by

Comments:

  1. Dave Culbertson

    In my experience, the biggest issue is when the autoplay video or ad also automatically starts audio. Going back to the early 2000’s, I worked for AOL in Advertising Operations. It was a very hard rule that video ads could autoplay but audio required the viewer to click to un-mute the sound.

    (1)
    Reply
  2. Ariel

    Looks like that NYTimes stat about abandonment is reported wrong here – the linked article says that 19.4% of viewers abandon after 10 seconds, but your article says 80%. Am I missing something?

    Otherwise a very helpful post, thank you!

    (0)
    Reply
    • Amanda Durepos

      Hey Ariel,

      Thanks for catching that! I’ve updated it to reflect the accurate stat. Have a good one!

      (1)
      Reply
  3. zorba

    I hate auto-play video – esp. on news sites. I want to READ the article, not have a talking head reading to me. Auto play audio/video is a sure fire way to get me to either hit the “X” button on my browser (thus closing the tab) or at the very least hitting the back button on my mouse to leave the site! If the noise is containing advertising, I never hear it because I’m GONE within about a second and a half – or less!

    And I *WILL* *NOT* *BE* *BACK*.

    (1)
    Reply
  4. sailesh

    when i Add my website link in youtube i got more then 110 visitor on blog i am sock to see that in my way broadcast is best way to gain you blog or website visitor

    (0)
    Reply
  5. Delhi Flowers Delivery

    I Like Your Post Thank

    (0)
    Reply
  6. John

    Thanks so much for this article! I have never heard of the “Hero Shot” before. That is really critical for sure. Also, Crazy Eggs explainer video is just flat out awesome.

    (0)
    Reply
  7. video production startup costs

    Whatever known as a squeeze page is intended to maximise the conversion process of people to a page or maybe compilation of webpages in the direction of steer or maybe sale.

    (0)
    Reply
  8. custom coursework help

    The landing page is the page you direct your ads or links to, so that when the visitor clicks on the ad or link, they land on that page.

    (0)
    Reply
  9. Daved jonh

    Happy Johnson is a nationally acclaimed children’s author and leadership speaker.

    (0)
    Reply
  10. Cole Lee

    I would like to think that autoplay would drive conversions down, but I agree that you can only tell by doing an A/B test. What we can all agree on is that video is King right now for conversions.

    (0)
    Reply
  11. Julie Rader

    I totally agree that auto-play can be a pain. I have made both auto-play and non-auto-play sales pages for people and the conversions are typically pretty close. A lot of times like your article points out conversion rates have more to do with getting your audience’s attention quickly and keeping their attention. Another issue is how targeted the audience is in the first place. Doing quite a lot of design for product creators in different niches and one of their main issues with conversions has a lot to do with the type of traffic that their affiliates send to the pages. There is quite a lot to think about when designing sales pages but your article is on point. Making your message clear quickly and getting attention is key.

    (0)
    Reply
  12. Cathrine Gray

    I am in agreement autoplay is definitely annoying but I think it does work in the end for the advertiser.

    (0)
    Reply
  13. ivf center Chennai

    Video acts as a best sales option we found

    (0)
    Reply
  14. David Hume

    Best Denver Dispensary located on Capitol Hill Marijuana, Weed, Cannabis shop with Medicinal and Recreational products.
    Mission of AMCH: Located in the heart of Capitol Hill, at AMCH we pride ourselves on providing excellent service for our patients and always keeping up with MMJ compliance. Being a legal, legitimate, & professional facility is our number one priority. Our clinic offers CARE, CONSISTENCY & QUALITY when it comes to our full service menu that includes: Over 30 high QUALITY strains and a wide variety solvent & solvent-less concentrates. Our CARE & CONSISTENCY come from the hands of our experienced grower with a degree in Agricultural Economics. Hungry? We also have over 100 different variations of edibles from multiple Colorado edible companies. AMCH is a facility that has professional, informed employees who are there to help you. We provide special prices & services to our members. If you are interested in changing caregivers and would like to make AMCH your primary, please ask us how you can do this & the benefits you will receive.
    URL:http://www.amchdenver.com/

    (-7)
    Reply
Comments