The Benefits of Using Video on Your Landing Page
Aside from the ability to boost your conversion, videos on landing pages also have other benefits that you should consider. A viewer that has gone through and watched your video is going to remember what it is that they saw and what it is that you were offering far beyond the end of the video. This means that if you are going to show a 30-60 second video, you need to make sure the video has the appropriate amount of information for them to know what to do next. You may not get the visitor to buy the first time they visit your website, but if you follow these rules, you will likely end up with their sale eventually.
1. Video Gets The Message Across Faster
Viewers that have the option of watching a video or reading a page of text with the exact same words are nearly always going to choose to watch the video. This can be due to ease, or time constraints. You want engaging headlines and bits of content, but you do not want to bore your viewers. You want to inspire them to take an action, and videos are a simple way of making that happen.
Example below is from Project Scleroderma, their goal is to increase brand awareness and donations to their non-profit. With new visitors not knowing what Scleroderma is and how it affects people world-wide with no cure, the video placed in the hero section of your landing page gets the message across right away.
2. Video Production Appeals to a Wide Audience
Ideally, you are also going to want to make sure that the videos you pick are going to be friendly to your entire audience, not just one snippet of it. You want your audience to see your video, feel inspired to find out more, and share that video on social media. When you can inspire positive emotions in your viewers, they are more likely share it, become buying customers, and tell the people they know to do the same. One conversion from a properly-placed video can turn into multiple sales. This can also boost how many people are following what you have to say on social media, which can also boost the total number of sales.
3. Videos Increase Users Engagement
Videos can also help to boost your conversion rate in a way that can be difficult to match using text or images. Once a viewer has started watching your video, you can decide where the climax of the video is, and request a person opt-into your email campaign to finish out the video. This shows engagement, interest, and gives you more information that you can use to convert viewers into buyers down the line. While you can have the same type of form pop up over text, it can be a lot harder to try and determine the right amount of time to wait before that form should appear. Each person reads at a different rate, but each person that watches the video can have the form pop up at a specific part of the video itself, giving you the bonus email out of the process.
4. Increased Campaign Conversion Rates
At the end of the day, you need to know your customers really well before deciding that a video is going to be the key to converting your viewers into customers. While videos do tend to give a higher conversion rate, knowing your audience and telling an great story is going to give you the best chances of a high conversion rate. Know what they are going to come to you looking for, know how they are going to visit your landing page based on devices, and know how to show them that you can solve their problems. If you can do all of that with a video, then you are going to be able to have the best chances of seeing your bottom line rise.