In the past we’ve talked about the best practices for landing pages we’ve even given tips about some ways to help improve conversions. However, one thing we haven’t gone over yet with landing pages is using video to help you get your message to your customers.
The long and short of it is video should be used on your landing pages whenever possible. It provides your customer with a way to passively engage with you and experience your message with little effort on their part.
A case study by Eye View Digital showed that by using video you can possibly increase your landing page’s conversion rates by up to 80%! As a certain car dealer says, “That’s Huge!” Additionally, people have been inundated with video since the middle of the 20th century. Web-based video content has such an impact on the way content is consumed it’s what made YouTube the internet’s video search engine.
How Videos Can Increase Landing Page Conversion Rates
Videos have multiple ways that they can increase your conversion rates. Firstly, they have staying power; videos increase the length of time people stay on your page, giving your brand message a higher chance of reaching the customer. Second, by showing the people behind the product, either yourself or your fellow employees, helps to increase the trust factor significantly. Finally, if all else fails, people have a natural preference to watch something to get what they want over reading something.
A/B Testing For Landing Page Videos
Now, of course when you create a new landing page or modifying an existing landing page, you have to split test it. Here are a few ways to make your videos more effective: Firstly, try testing autoplay vs. pressing play. Most usability guidelines suggest not using autoplay as it is mostly used as an interruption technique that ends up annoying most people and they end up bouncing from the page. Additionally, try adding a call to action to the video, try testing between it being permanently visible or showing up at strategic times. Also, try testing the length of the video to see what your customers respond to more. Some products need a detailed video, others you can give it the 30 second commercial treatment. Finally, don’t just wing it, make sure to write a script beforehand, this will help the flow of the video and will make sure it looks and sounds professional.