Video on a landing page is a powerful inbound marketing tool. During the “10 second” stay or go decision time-frame, it gives the visitor a visual medium to engage with your brand with little effort.
Video can get you beyond the “10 second” critical phase as every visitor to a page needs a reason to stick around. A landing page full of content will struggle to hold a visitors attention no matter how nicely it has been designed. Yes, the content on your landing page needs to be informative and compelling however this just gives you parity with every other web page on the Internet.
Increased visitors leads to Increased conversion which means Increased Revenue
A website serves many purposes but only one function - “To generate income for the owner”. Content is important, exposure is great, but revenue is the goal. Website SEO and social media marketing is a given for any serious website, the text on the landing page is read and tweaked to ensure maximum return for the marketing effort. Everything is checked and double checked, Pictures- check, Text- check, Navigation - checked. What about video?.
Video can get you beyond the “10 second” critical phase as every visitor to a page needs a reason to stick around. A landing page full of content will struggle to hold a visitors attention no matter how nicely it has been designed. Yes, the content on your landing page needs to be informative and compelling however this just gives you parity with every other web page on the Internet.
There is a now solid evidence that video is an important medium for highlighting the features of retail products, financial products, events, real estate and online products. Video also helps overcome customer hesitation on a web page.
A study by VideoCustomizer showed video on a landing page can increase conversion by 55% vs. a standard landing page template. In one A/B test for an email opt in campaign, the same landing page went from 11% to 28% simply by adding a short video.Increased visitors leads to Increased conversion which means Increased Revenue
A website serves many purposes but only one function - “To generate income for the owner”. Content is important, exposure is great, but revenue is the goal. Website SEO and social media marketing is a given for any serious website, the text on the landing page is read and tweaked to ensure maximum return for the marketing effort. Everything is checked and double checked, Pictures- check, Text- check, Navigation - checked. What about video?.
While savvy marketing departments have been using video content effectively for sometime to engage visitors and conversions, lots of website owners and Internet marketing people ignore the power of video marketing. Video married to landing page templates is not a passing fad, think YouTube, video is now a necessary marketing tool for any website. Ask yourself do you put the same importance on video as you do on pictures, forms and text.
Put Video on a Landing Page to the Test.A test should begin with a “video vs. no video” across 2 or 3 landing pages to establish the bounce rate improvement and performance gain. In most cases you should find that the conversion rate has increased while other KPI's have improved (reduced bounce rate, average time on page etc) with the inclusion of even a simple video compared to the same page using text/pictures.
Reasons a video can boost your landing page success rates
- “Get Past the 10 second stay or go” - videos increases the time a visitor stays on the page, giving your brand message longer to sink in.
- “Trust”- a short video with you or the office in it raises the trust factorsignificantly.
- “Video Nation” - people want to watch a video vs. read
Inbound marketing is the new king as outbound marketing (email marketing,telemarketing etc) declines. Publishing multiple landing pages across the web targeted at identified keywords is now nearly mandatory for any Internet marketing campaign, adding video content to a landing page is the next natural step to further boost your conversions and ensure you get more bang for your buck.