Video should be used on your landing pages whenever possible. It provides a means of passive engagement, where visitors can experience your message with very little effort.
A study by eyeviewdigital.com shows that using videos on landing pages can increase conversion by 80%.
People have been glued to TV screens since the mid-20th century. Videos on the web have had an equally dramatic impact on the way content is consumed, resulting in YouTube, which has become the second search engine on the web.
Some Reasons Why Videos Can Boost Your Landing Page Conversion Rates
Videos increase the length of time people stay on your page, giving your brand message more time to digest.
If you or your company have employees in the video, the trust factor goes up significantly.
7 ways to make your videos more effective:
- Try autoplay vs press PLAY. Usability guidelines advise against autoplay, as it is an interruption technique that annoys people and makes them hit the back button. But it can also increase conversions. You have to decide and measure the impact it has on the conversion and impression of your brand.
- Add a call to action (CTA) to your video. This can be permanently visible, or appear at strategic moments throughout the video, or can be presented at the end.
- Test short and long versions to see what your customers need. Some products may need detailed study, while others may be better suited for a 30-second video.
- Use directional cues in the video to point your visitors to your landing page conversion goal. This can be a physical action (a person pointing) or a verbal instruction.
- Write a script before recording the video. This will help it flow more smoothly.
- If you are demoing a product online, record the screencast, and then overlay the audio afterwards. This will help you sound more professional. Using an external microphone is a good idea too.
- Re-use content. Add the video to YouTube and optimize it for SEO. It has been suggested that video is 52 times more likely to appear on the first page of Google than a text article (most likely due to lack of established competition).
- Video Tip: How to Create Screencasts Quickly and Cheaply with Jing
- If you have an online product or service, you can put together promotional, educational and instructional videos and have them embedded on the landing page in a matter of minutes, by using a service like Jing.
