In the year 2000, the average person’s attention span was found to be approximately 12 seconds, while in 2015 it was just slightly more than eight seconds.
Being aware of this trend towards shortening attention spans is crucial for advertisers and business owners because it means they’ve got less than 10 seconds to capture people’s attention before they get bored and move on to something else.
But luckily, when you’re fishing for conversions, having a video on your landing page can help you snag people’s attention, get them hooked on your content, and reel them right into your funnel.
Why You Should Use a Video on Your Landing Page
Rather than sifting through lengthy paragraphs to understand the products or services offered by your business, most people would prefer watching a short video instead. Videos offer a great way to convey huge amounts of information to viewers in much less time than it would take to express the same message to them through text. Moreover, they are also quite effective for employing emotional cues, providing value to visitors and building brand trust.
According to a case study from Eyeview Digital, video content has been shown to increase landing page conversions by more than 80 per cent. However, the video has to be high-quality, or this could have negligible or negative effects instead.
Those who provide conversion optimization services know this all too well. But for those of you who aren’t experts, below are some tips you can employ to make any landing page video more effective.
1. Use an Appealing Thumbnail
The thumbnail is the still image that people see before clicking on the video itself. This is what is going to catch the attention of your visitors first. This image may also show up in organic search results, so it should be as appealing as possible, which will help you to attract searchers and improve click-through rates.
Make sure to choose an attractive, high resolution image that is consistent with your branding. For example, people will be more easily drawn to a video that has a thumbnail featuring someone smiling, as this symbolizes friendliness and openness.
2. Make Your Video the Centre of Attention
There are many people that use videos on their landing pages, but don’t put a focus on these videos. To have the greatest impact, you should ensure that the landing page isn’t cluttered, while making your video the focal point of the page.
You should also strive to make the play button stand out as much as possible, which will prompt them to watch the video and hopefully purchase your products or services. In addition to this, the video should be placed right above the fold so it’s visible at first glance.
3. Make the Video Short and Entertaining
Not to sound like a broken record, but it cannot be stressed enough that people browsing the Internet get bored quite easily. You also need to keep in mind that there’s a vast sea of alternative content just a click away, and when someone gets to your landing page, they don’t want to spend hours watching a video they had not planned to watch in the first place. For this reason, you should try to keep your video short, entertaining and to the point. This will encourage the viewer to watch the video to the end and ideally, take some sort of action.
According to a study from Wistia that looked at more than 550,000 videos, up to the two-minute mark, viewers tend to remain engaged, but after that, they start to lose interest. For longer videos, the sweet spot is between six to 12 minutes into the video. Between the six and 12-minute mark, the data shows that viewers continue to maintain interest. But once you go past 12 minutes, you’re pushing your luck, so keep this in mind when deciding how long you want your videos to be.
4. Avoid Autoplay
Setting your landing page video on autoplay can annoy your visitors, which will more than likely lead to them clicking the back button and leaving your site. Many people will see a video set on autoplay as equal to having a message shoved down their throats.
The fact is, even though they may have ended up on your page by searching for something that you’re able to provide, you should still give them time to digest the information at their leisure, instead of annoying them with an autoplay video.
5. Include a Call-to-Action
Though you may have it somewhere else on your page, including a call-to-action in your video will also work to increase your site’s conversion rate. If viewers took two minutes of their time to sit through your video, then it only makes sense to encourage them to make a purchase or at least sign up to get more information or follow you on social media. The call-to-action doesn’t need to be lengthy, shouldn’t be pushy, and it can be done in the form of a graphic, voice-over or even both.
6. A/B Testing
Just like other landing page elements, such as the page alignment, headline or form, your landing page video should be tested to determine its effectiveness. Any marketing agency promising to provide the best landing page service should have done plenty of this sort of testing, so they can know what actually works best. Some of the variations they would typically test include:
a) Video versus GIF
b) Live action versus animated video
c) Shorter versus longer video
d) Click-to-play versus full-screen background video
A/B-testing your landing page video will help you find out what is most effective for your business.
If this all seems overwhelming to you, it’s probably best to look into hiring a video production service. But, in any case, having a high-quality video on your landing page is likely to result in a greater conversion rate, and will help you to build brand awareness and trust.
However, to do this you need to know your target audience and what they’re looking for. This will enable you to customize the video for the people you’re trying to reach. And remember, no matter what audience you’re trying to speak to, the video should be as short and to the point as possible, and appealing to the viewer, even before they’ve clicked on it.