Marketing

Using Video To Boost Landing Page Conversions

Using video on your landing page can help increase conversions — when done correctly. Here are some ideas to help you succeed.

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According to eyeviewdigital.com’s study, the inclusion of video on landing pages can enhance conversion by up to 80%. Video lengthens a visitor's stay on a page, giving your offer the time it needs to resonate with a prospective customer.

When choosing between reading text and watching a video, most viewers will opt to watch the video. So, using video on your landing page can help increase conversions — when done correctly. Here are some ideas to help you succeed.

1. Videos Should Evoke Emotions

Increasing conversions requires more than simply embedding a video on your website. If you want your video to boost conversions, it needs a creative edge. For instance, Billabong has devised a new approach to capturing the attention of surfers who choose a video and finish a sentence beginning with "I surf because..."  They must complete a form first before sharing it with their friends.

Billabong "I surf because..."

Videos that feel natural, such as one in which a person speaks directly to you, do better than videos that feel sales-y. The latter is more likely to repel viewers rather than to captivate them. A high-converting video focuses on satisfying real needs and educating viewers.

Videos must evoke an emotional response from viewers — they must believe you understand their problems and have a solution for them. Since viewers are mostly looking for a solution, how-to videos perform exceptionally well. Numerous product purchases occur as a result of viewing a how-to video or lesson on the subject.

2. Autoplay vs. Press Play

Many people are irritated with autoplay because of its intrusive nature. While autoplay may boost conversions, you just have a small opportunity to capture the viewer's attention. Identify the social media platforms that allow you to set autoplay yourself. Most do it automatically and don't give you the choice.

Remove the autoplay feature and replace it with a visible and noticeable play button. This can help prevent your audience from becoming overwhelmed and rushing to switch off the video. Instead of autoplay, consider using a silent full-screen contextual video, as Everpost does on their website.

3. Add A Call-to-Action (CTA)

You can have the most engaging, story-driven landing page video in the world, but it's worthless without a click-worthy CTA. The CTA can be displayed continuously or at the start, middle, or end of a video.

Give your readers an engaging introduction and seek out their email addresses, and your list may grow faster than you think. Additionally, positioning is critical. According to KISSmetrics, a CTA embedded within a video generates 380% more clicks than their standard sidebar CTAs.

4. Use a Custom Thumbnail

Your thumbnail is what first engages your readers. Most users choose a static image from the video together with a play button as a thumbnail. When producing thumbnails, you must convey the subject matter of the video content, entice viewers to click through, identify your brand, and ensure that they are optimized for all devices. Even subtle variations in the hue/saturation of colors in a thumbnail might grab the viewer's attention.

Don't forget to conduct A/B testing on your video thumbnails to determine which ones perform the best with your viewers. For example, the Slow-Mo Guys usually include the video's main action shot in their thumbnails because they find it most effective.

Wishpond conducted an A/B test on a thumbnail featuring a happy and non-smiling human. It discovered that the company's bright image raised profitability by roughly 11%. If possible, incorporate a human face. Check out Buzzfeed Video's archive page on YouTube as an example. It has a pool of faces that entices the viewers to watch them.

5. Position Your Videos To Stand Out

If you're going to include a video on a landing page, you want it to be noticeable. Because size matters, the video must be the most important component on the landing page if you want your audience to see it.

It's advantageous if your videos are designed for mobile visitors – a responsive video player will automatically scale to match any screen size. Customize your video player to match your brand colors to increase interaction. Videos should be simple to see, with controls easily accessible to viewers.

Ascertain that audiences can readily share videos and that they play seamlessly across all social media platforms. You can use interactive videos to keep viewers engaged, develop relationships, and collect leads.

6. Make Your Video The Right Length

Experiment with both short and long versions to determine what your audience likes. Many marketers lean on the side of excessive video length. One reason for using video is because it can convey information more quickly. Creating lengthy, drawn-out videos can defeat the purpose entirely.

According to Hubspot research, the optimal video time is between 30 seconds to two minutes, and anything longer results in a significant loss of interest. The Rebump homepage how-to video is a fantastic example of a one-minute film that succinctly conveys the product's benefits.

By utilizing video analytics, you can track how a viewer interacts with your video. By examining video heatmaps, such as those seen on certain video hosting platforms, you can determine when viewers lose interest and abandon the video.

If you wind up with a significantly lower number of viewers than you began with, your video is undoubtedly too long. Condense it, and you may see a boost in conversions.

7. Don’t Forget Marketing Automation

By using the appropriate tools, you may segment your audience. Segmenting video audiences gives you the ability to maximize the effectiveness of your videos by targeting them in particular shopper demographics, geographic areas, and so on.

Sending videos to specific groups increases engagement and persuades leads to continue down the marketing funnel. You can entice viewers who have only watched 20% of a video to watch more, or you can direct viewers who have watched 100% to a more in-depth video. Ensure that the platform where you host your videos interfaces with your marketing automation system.

The Takeaway

While knowing your target audience and creating a compelling story will increase your conversion rates, there are additional factors to consider.

Your video must:

  • be the appropriate length
  • address the concerns of your viewers without being overly confusing
  • add a call to action for it to be effective
  • use the appropriate video at the right moment

Following these strategies will help you boost your conversion rates. Need help making the perfect marketing video? You might like our unlimited premium video production service — just give us a shout if we can help.

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