5 reasons why you need a landing page video.
First impressions count. While you might have heard that saying before a job interview or a date, the same can be said for your business. In the digital age, your business’ first impression is probably taken on social media or your website landing page. And, like every time you check yourself in the mirror before meeting someone new, it’s important to check your online profile looks just as good as you do.
We’ve put together five points to explore how you can make your landing page more efficient at capturing leads by including a video.
1. More Time Spent on Your Website
Like a ping pong ball hitting a table, a website visitor will quite often bounce right back out after clicking on your page. The bounce rate is the number of visitors who leave your website without going to another page, and it’s a critical aspect of your site’s overall search engine ranking. While an average bounce rate hovers between 40-50%, landing pages with videos can increase retention up to 80%. And when Google sees that visitors are spending more time on your site, it bumps your website up the rankings.
2. People Prefer Watching Over Reading
A Cisco study revealed that 86% of traffic online is through video nowadays. YouTube sees billions of videos watched every day. All the data points to one fact: people love videos.
3. Increased Trust Factor
No matter what sort of video you create, you automatically build trust with prospective buyers by demonstrating transparency. Some ways to increase trust include:
· Maintaining consistency across your brand
· Providing valuable content
· Customer testimonials
· Introducing members of the team
These points can be incorporated into a landing page video which immediately establishes your brand, humanises your business, and builds social proof through testimonials. This immediate engagement encourages visitors to take the next step into your funnel.
4. An Engaging Call-to-Action
Landing page best practices say that a strong call-to-action is arguably the most important aspect of first impression pages. As videos have the most effective conversion rate, it’s important to know exactly what you’re asking of the viewer when they finish watching the video. Including a short, punchy call-to-action in your video with a brightly coloured button on your landing page can pay dividends to your bounce rate.
5. Increased Conversion Rates
A professional video can ultimately lead to more sales. However, having a video embedded somewhere on your landing page isn’t always enough to provide the desired effect. There are a couple of best practices to follow in order to see a real difference in your conversion rates.
a) Viewers should be able to see at least a portion of the video when first they show up on the landing page. The more they can see of the video box when the screen loads, the better.
b) Use a smiling face instead of words in the thumbnail to capture the most engagement.
c) Keep landing page videos short and entertaining, with the most important details at the beginning and end, and a clear CTA.
There are countless ways to design layouts for a landing page but, no matter what type of landing page you decide to choose, including a video is definitely one tried-and-tested way to build trust, increase conversion, and make more sales.
If you’re ready to make a super landing page video, or simply want to find out more about video production, say hello today!