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Ah landing pages. Such a good practice; so little time. They’re kinda like the opposite of a nice problem to have: a great idea that so few of us have properly gotten around to.
The good news is that if you haven’t really started a landing page program yet — it’s not too late to include videos on the pages. And of course if you already have pages, videos are pretty simple to fold into your strategy.
Either way, the data conclusively shows that videos on landing pages boost conversions rates significantly. First, the data:
-According to a study done by our friends at Wistia, landing pages with videos on them were clicked upon 38% of the time, compared to 12% for landing pages with no videos. (Click To Tweet)
-An even more comprehensive study shared on Marketing Tech Blog reveals that adding video to a PPC landing page meant a 130.5% increase in the number of leads generated by the campaign. (Click To Tweet)
-WebDam looked in to the matter as well; the data showed that merely adding a video to an existing landing page upped conversions by 86%. (Click To Tweet)
Of course this is not to say that adding videos to your landing pages is the cure for each of your conversion rate problems. Just like you would with any marketing channel, you have to work to optimize the video presence on your landing pages.
Here are some specific tips:
-Keep the videos short. The data is conclusive on this one across the web. Almost without exception you should keep your videos as short as possible. This drive toward brevity should be even more pronounced on landing pages when potential customers are inherently prepared to make a snap judgement on whether to convert.
-Make videos exclusively for the landing pages. Video content is just that — content. And content needs to address the proper audience. You wouldn’t have the same general copy from your homepage on a PPC landing page — would you? So you probably don’t want to have the same general product video on your landing page as you do on the homepage. Give the visitor video content germane to what he/she clicked on to arrive on the landing page. The only concern should be the cost of videos; they have not been cheap to make, historically. But that’s where GoAnimate’s features come in.
-A/B Test many factors, including thumbnails. For those unfamiliar with the term, a “thumbnail” is the screenshot that appears under the big “play” icon on a video when you first see it on the page. Consciously or not we make decisions on whether to watch a video largely based on the look of these thumbnails. When posting my own videos on this blog, I go out of my way to capture the most compelling screenshot, and then use that as the thumbnail.
-Try gating. Keep in mind that landing pages aren’t always the direct path to revenue dollars. Sometimes “only” getting an email address to capture a lead is enough. And then of course you can nurture that lead through your funnel. But folks are more sophisticated these days and won’t just give away their email address on your landing page for nothing in return. Enter the gated video. Present a great-looking thumbnail with an eye-catching title customized for the folks who land on the page — and you should have no trouble collecting email addresses as the “entrance fee” for folks curious to view the video content.
-Place a call-to-action at the end of the video. Sure, you have plenty of CTAs already on the landing page — that’s why it exists. But you’re missing an opportunity by neglecting to add one to the end of the video itself. You can 1) actually articulate a CTA in the video action; something like “For more information go to MyWebsite.com” but now also 2) Add a clickable link to the video frame with CTA text. This is something you can add and customize with video platforms like GoAnimate and Wistia.