The customer came to learn more, but more than half of all buyers would rather watch a video about your product than read a page of text.
Let’s explore six tips for increasing landing page conversions with video.
Have a clear goal – and a clearer call to action
When your viewer has finished watching your video, what is it you want them to do? Buy a product, or perhaps request a quote? Determine a clear marketing goal, and reinforce the message throughout the video. Use the copy and design on the landing page to make it easy to take the next step.
Include a clear call to action echoing your goal in your video and on your landing page. A strong call to action takes the guesswork out of your sales funnel for the customer. Great CTAs are singular and specific, create a sense of urgency and clearly state the next step.
Place video above the fold
There’s no point investing in video if you’re going to bury it on your landing page. Feature the video prominently on the page “above the fold” so viewers don’t have to scroll down to discover it. When positioned properly video becomes both the featured image and the main content on your landing page, rather than bonus media.
Decide on autoplay versus the ‘play’ button
Marketers and viewers alike are torn on autoplay. For some, it’s an obnoxious interruption that drives away viewers. For others, it’s an effective tool for immediately hooking viewers who might not have otherwise watched. If you’re debating which method is best, try A/B testing to see which method leads to more views and ultimately more conversions.
Introduce your video with a captivating thumbnail
The potential customer has made it to your landing page, but that doesn’t mean they necessarily want to watch your video. An enticing thumbnail will encourage viewers to listen to your message. Since your video is posted above the fold, the thumbnail functions as a featured image on your page and introduces the content. Options for a captivating thumbnail include: a person’s face, catchy text or an image that conveys emotion. Regardless of which approach you take, the thumbnail must accurately reflect what the viewer will find in the video.
Keep it brief
Statistically you only have about 10 seconds to capture the viewer’s attention. If your viewer has made his way to your landing page he has already indicated some interest in your company, but you don’t want to deflate that interest with a long, dull video. Long-form videos can be effective, but only if they tell a captivating story you know will ultimately build brand connection. If that isn’t your aim, try to keep landing page videos under 60 seconds and to hook viewers within the first 10.
Add closed captions
Chances are your viewer is watching your video on her phone, and on mute. Video with closed captions helps the viewer consume your content in her preferred format. Indicate in your thumbnail that the video has captions so viewers are encouraged to click. Closed captions also help you better reach viewers who are hearing impaired, expanding your reach and ultimately your customer base.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
