Adding videos to landing pages can increase conversions by nearly 90%.

(Source: Superkrush)

According to this fact, if you place an explainer video on your website landing page, then you can increase landing page  conversion rates up to 90%.  We see many facts like this daily, but can we get some real insight from these facts? How and why do conversion rates increase? Well, I decided to spend the time to find out all the details about placing videos on landing pages and am pleased to share the results.

My purpose in doing this is to help people understand the importance of placing a video on your main web landing page. If you learn why it is really beneficial for your conversion rates, You’ll want to do this yourself. So, let’s start fact checking!

Visual Data Is Processed Faster In The Human Brain

Nearly two-thirds of people are visual learners, and visual data are processed much faster by the brain than text. This fact gives you a solid reason to place a video on your landing page and increase landing page conversion rates.

Videos help make concepts clearer. Once people watch a video on your website, they will get a better idea of what you are offering them, what needs that your product/service satisfy, and how your product/service will solve their problems.

They will truly understand your product/service, its features, and how it is used, etc.

Once they get to know more about you, your product/service, and the needs that your product satisfies, they can make a more informed decision on whether to use your product or service.

Similarly, if you overload your website with details in the form of  text you won’t achieve the best landing page conversion rates, no matter how much valuable information you place on it. There will be very few users who will take the time to go through tedious paragraphs of information.

This is because the users’ attention span these days is really short. It is limited to only a few seconds. Even when it comes to watching a video, users may spend only a short time watching it. Even though they will give video more time to catch their interest than reading text, they  can click off at any time, so it’s important to position the main product message in the early seconds of the video.

On the contrary, when you place a video on the landing page and it’s exciting, your visitors can watch all the details regarding your product/service in an entertaining way. But, for the very highest landing page conversion rates, you have to come up with a really amazing video!

Voiceover- The Virtual Salesperson

The voice over, or narration,  actually speaks directly to the users in the video to give them a better understanding. Similarly, when users watch your landing page video, the narrator is conceived as actually speaking personally to each and every visitor.  That is why it can be said that voice over is actually the virtual sales person who gives critical product information to the users.

So, your landing page video can become the virtual sales person speaking to people visiting your website. Can you imagine how effective that could be? What could be better than speaking to your prospects and informing them individually about your product service? What you have to do is to make a very powerful video script which can actually compel your users to take direct action!

Now, consider if you want to accomplish this solely through text on your site. You think you can do it that well? To get anywhere near that experience, you would need to use emoticons, pictures, and diagrams. But what about tone? Personal engagement?  This can only be achieved through the use of video.

Check this video to see how voice over works as a virtual salesperson on the landing page video.

Moving Visuals Demand Attention

A psychologist proposed that human brains have been programmed by nature to give special attention to noise and movement.

Videos actually prove this fact. Videos contain music, moving visuals, and animations that grab a customer’s attention and keep them engaged. So, that is why you should really incorporate a landing page video in order to create a stronger attraction towards your product and enable consumers to purchase it.

Now, here are some similar landing page conversion facts:

The average user spends 88% more time on a website with video. (Source: Mist Media)

Landing pages with video have up to 800% more conversion than the same page without a video. (Source: Orion21).

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (insivia)

I believe it is really important for you to know what you SHOULD NOT do with the landing page video optimization. Check out these useful insights and avoid costly errors!

Too Many Lengthy Videos

I will tell you what happened with me. I was surfing the web as I always do. I went to a website and I saw a landing page video there. I just quickly clicked on the button as I had the desire to know about the product details. I didn’t like how the video started and I knew it was going to be a very boring one. What’s the next thing I did? I just closed the tab!!!

The point of telling you this is that there is no reason to make a boring and lengthy video. The ideal video length for a landing page video is 45-90 seconds. Until and unless you have a good message and a good script you don’t need to spend money and time creating a lengthy video for your site… it’s like too much text and will turn visitors off!

What happened with me can similarly happen to your customers too! If they find your video boring and lengthy you will lose them, and a sale. You have to avoid this situation.

One thing more, a video doesn’t mean a slide show! Don’t put together pictures and say you have made a landing page video. It would only tarnish your image, and not convert visitors, and more than likely, drive them away!

When making a landing page video, be sure your video message is concise, short and unique!

Self obsessed

Your video should not sound self-obsessed. It should not focus on the just company and product details. You have to highlight your CUSTOMER’S concern in your video. Don’t make it look like you have made a product just to earn profits… project it as a solution, an acknowledgement of their very personal problem. Only then will customers lower their guard will they want to know more about your offering.

Don’t begin like this: “We make the best blah, blah, blah,” or “The founder played golf since he was six.”. Make the message about your customer, something like this:  “Because of this problem you have, look what we have FOR YOU which will solve it”.

Powerful Video Script

It seems very obvious, but still I’ll mention it because people  do make this mistake. Making a video without a powerful script is a big blunder! There is no sense in creating a landing page video if you don’t have a persuasive and powerful script.

All the other elements in the video support the presentation of the script. The backbone of the video is the script. Your landing page video script should crafted to inform people about the product, give them details and connect with them emotionally. A good video script actually builds trust
in the customer’s mind so you have to make sure a solid script is your foundation.

So now, hopefully,  you understand what the true value of a quality landing page video! Just don’t make a cheesy video get on the bandwagon. You’ll just be wasting time, money, and opportunity.  Understand it’s the  bottom-line you’re after and that means creating the very best you can!

Let me know what you think of this blog in the comments section and if you really find it helpful,  feel free to share it with your friends and acquaintances on social media.

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