Why you should be Embedding a Video into your Landing Page!
Landing pages are often seen as one of the most important aspects of lead generation. Without them, it would be considerably more difficult for marketers to be able to convert their website traffic into actual leads. Video on your landing pages can be extremely powerful, especially if you’re trying to convey a slightly more complicated concept. Here’s how to make the most out of your landing page videos and some definite no-no’s for you to avoid!
It is said to be 50 times easier to reach page one of a Google Search if your web page includes a video. Take the time to research and create clear keywords, titles and descriptions for each of your videos so that the content of your video is clear to users and search engines alike. This ensures your company builds trust amongst your audience and search engines, drastically improving your SEO.
Make your video the star of the show, your landing page should be dedicated to the video itself. Limit the copy around the video to avoid distractions for your audience. Videos placed at the top of a landing page are said to outperform videos placed at the bottom of a landing page. Conversions are the goal for your landing pages so you want your audience to be able to do this without any interferences.
Keep your videos short. You need them to be long enough to cover all the content needed but do not waffle! Research shows that the longer the video, the less time people will engage with it and the drop off rate will increase. Whilst viewers watch approximately 81% of a 30 second video, they only watch approximately 62% of a 90 second video.
Don’t use autoplay. We’ve all had it, you have to scramble through all of your open tabs to find out which site is responsible. It doesn’t allow the user control and will most likely result in the user leaving your site, closing the tab as quickly as possible to stop the noise. This is backed up by the Nielsen Norman group who discovered that 79% of people consider autoplay on a video to have a negative affect on their user experience. Instead, add a call to action at the end of your video. A ‘sign up’, ‘subscribe’, or ‘join free for a month button’ all help people sign up to your offer or proposal.
The average person has an attention span of 8.25 seconds. That’s more or less the time you have to grab your audience's attention before they click off the video, or the website. Use the first 5 seconds of your video to entertain your audience and ensure that you continue to entertain and sustain the engagement throughout. Whatever you do, do not fill it with industry based jargon that people won't understand, they will instantly switch off.
Videos on landing pages can increase conversions by up to 86%. Your goal isn’t to make the next viral video. Your goal is to get your audience to take action. So what are you waiting for, start thinking about your landing page video today!
By Katie Ware