Video can be leveraged to great effect in a wide variety of places, especially on landing pages. In fact, videos have been shown to increase conversions by 86% when used on landing pages. We’ll go over some of the benefits of including videos on your landing pages, and some tips to make these videos even more effective.
There are discernible benefits to including videos on your landing pages. First of all, they are conversion pushers--again, showing an 86% increase in conversions after a video was included on a landing page, and a recorded 90% of users saying that a video helps them make a decision. This is likely because videos make people remain on your page longer, allowing your message to take deeper root.
Speaking of deeper roots, videos also make your page more memorable. Therefore, even if your visitor doesn’t fill out the form on your landing page, you are still making significant impressions on your audience. In this way, you’re making it more likely that your visitors will return and complete the form.
After all, as human beings, we are naturally inclined to watch videos over reading text, and video can help produce a deeper level of connection with the viewer, showing them your benefits instead of just telling them while building trust in you and your services.
Optimizing Your Video For Success
Speaking of benefits, videos are highly ranked in search engine optimization, which gives it, and the page that it’s on, a boost in search engine results. As a matter of fact, including a video on your landing page makes it 53 times more likely to appear on the first page of results (according to Forrester Research, Inc.)
Of course, there are ways to increase these benefits through the way your video is put together. First of all, its length: people have notoriously short attention spans, and so the prospect of watching an 8-minute video will most likely be enough to turn many of them away. Keeping your videos on the short side, between 30 seconds and 2 minutes, will make them more likely to be viewed in their entirety.
You should also use a script as you’re producing your video. Even if you don’t stick to it completely, it will still give you a plan to follow as you speak. This will help you avoid rambling and getting off-topic, and can help you remember to touch on the key points that you should touch upon.
Finally, you shouldn’t be afraid to use the landing page itself as you create your video. You should use calls-to-action in your video script that are similar to those that appear on the landing page itself. Furthermore, since you know how your landing page is going to be designed, don’t be afraid to act upon that knowledge in your video. If you know where the form will be on the page in relation to the video, gesture towards it as you call your audience to fill it out. Directional cues like these will help the video feel more natural to your audience, and more like a conversation.
This has just been a brief run-through of the benefits and methods of using a video as part of your landing page content. There are many more benefits for you to embrace, and many more ways of doing so. 23% of people want content marketers to share more videos, after all, so you have plenty of opportunity to do so.
Reach out to us to find out more, and for help in implementing these additional strategies. Call us at 607.433.2200 today.