Videos & Landing Pages: Best Practices

The case for how good videos can help increase landing page conversions

viral video marketing chalkboard: SEOA Landing Page Optimization article

Like it or not, we live in a visual culture – an age when you can find a TV in almost every home and video streaming sites like YouTube and Hulu are so popular that they are commonly considered the world’s “second search engine.”

Why are videos so effective? On a psychological level, videos activate the right parts of the human brain. When we watch a video, our brain automatically starts trying to recognize faces and characters, thereby increasing our attention and focus.

If your mind works like ours, then this information gets you thinking about how your business could benefit from including a video (or videos) on your landing pages. Not only will videos attract your viewers’ attention and focus, but they can also provide them critical information about your business in a more “digestible” format and get them one step closer to taking the next step.

This isn’t just speculation – it’s been proven time and time again.

In fact, videos can increase the conversion rate of landing pages by upwards of 80% according to Unbounce.

If you need further proof of the power videos can have on conversion rates, see the video marketing statistics below:

  • Incorporating a video with a full page boosted average visitor engagement by 22 percent. Site visitors who view videos also stay on a website an average of 2 minutes longer than those who don’t.

  • On average, websites using video enjoy 41 percent more web traffic than sites that don’t.

  • Nine of ten of users say that watching a video about a product is helpful in their purchase decision.

  • Of the 96 percent of B2B organizations who use video in their marketing efforts, nearly 3/4ths report ROI success.

  • An estimated 100 million Internet users view at least one video per day.

  • Forbes reported that 75 percent of executives watch work-related videos on business websites once a week. Of those, 65 percent visit the marketer’s site after viewing the video.

It seems that in today’s world pictures truly are worth a thousand words, and an effective video can greatly increase the conversion rate of your landing page.
Yet one question remains…

How can I make my videos more effective?

A video done right can be a highly successful marketing tool; however, there’s also a dark side to incorporating videos in landing pages. A poor quality video is likely to have the opposite effect on a business’s brand reputation. Data has shown that as much as 62% of consumers are more likely to think negative of a company or brand that publishes a video that is low quality, cheesy or unprofessional.

When it comes to adding videos to your site, the stakes are high. Here are several tips we’ve learned throughout the years on how to make your professional videos more effective:

Consider using “press play” rather than autoplay.

People often find videos that play as soon as they open a webpage annoying, which is why many usability guidelines advise webmasters to not use autoplay functions. Furthermore, if your viewer wants to read the text on your site, a video playing in the background can be distracting. (The exception to the rule is if visitors go to a page with the sole purpose of viewing a video. YouTube is a perfect example of this.)

On the other hand, some sites have experienced greater success and increased conversion rates by using autoplay. You will need to test both methods to see which one performs better.

Include a call to action (CTA)…yes, in the video.

Just like with the content on your page, it is important to embed a CTA into your video content – either visible throughout the entire video, at strategic times or at the end. While you want to be careful not to overload the video with so much advertising that it distracts from the message and feels like a commercial, you don’t want to miss the opportunity to give your audience direction on what steps you want them take next. 

Test short vs. long videos.

The optimal length for videos depends on what kind of product/service you’re trying to advertise. Some businesses may need to provide lots of information and details in video that lasts several minutes; whereas, others may only need a short 30-second video to do the trick. Whichever side of the scale you fall, try to make videos as simple and concise as possible.

Directional cues can help.

Try incorporating directional cues in your video that point to specific elements of your landing page you want visitors to see. Doing so has been shown to increase conversion rates. Directional cues can be either physical (pointing or looking) or verbal (asking viewers to visit your landing page for more information or to fill out a contact form at the bottom of the page).

Plan your video.

Don’t simply set up a camera and wing it. That method may work for America’s Funniest Home Videos but it won’t cut it for professional videos. Your audience will be able to tell the difference. Take the time to draft up a script and ensure that the content makes sense, flows well, and that the people in the video sound good on camera. Having a script will make the whole video flow better and give it a professional feel.

Don’t try to do too many things at once.

Making a professional video requires a lot of work, which is why many businesses make the mistake of trying to cram everything into one. If you plan to record a product demonstration, video the demonstration first and then re-record for sound. You can overlay the two with simple editing. Not only will your business appear more professional, but also the person in the video won’t get flustered trying to do multiple things at once.

In the same vein, don’t try to pack in too much information into one video. Rather, consider making multiple videos to target specific topics. 

It’s your video - use it twice.

If you’ve put in all the time, money and effort into making a professional video for your landing page, you might as well use it elsewhere too. Posting it on social media is a good start. It’s also a good idea to upload your video to YouTube—optimized for SEO, of course. Some experts suggest that videos turn up on search results as much as 52 times more often than text.

Action!

Now that we’ve discussed why videos work and what makes them effective, the only thing left to do is go out there and make it! Of course, that’s the hard part…

Fortunately, we can help.

If you’re in the market to create landing pages that will stand out in a crowd, contact SEO Advantage® today. We can work with you to help optimize your website for search engines and attractive to potential customers. 

About SEO Advantage®

Led by Stone Reuning, SEO Advantage®, Inc. is an online marketing and search engine optimization firm that helps businesses turn their web presence into a powerful revenue generation medium. Our clients enjoy dominance on Google, Yahoo and Bing through a suite of unique pay-for-performance search engine optimization and online marketing services implemented by a multidisciplinary team of SEO engineers, copywriters and web designers. You'll find us referenced in books such as "Writing Web-Based Advertising Copy to Get the Sale" and the BusinessWeek bestseller "The New Rules of Marketing & PR," as well as the popular ebook "The Small Business Blogging Blueprint." Find out more today by calling us at 1-800-366-1639 or email us here.

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