Your landing page is effectively the front door to your product or business – the means by which most traffic will first access your website. It should be designed with effective SEO strategies while being both welcoming and informative. Increasingly, businesses are using video as part of this “front door” experience. If you want people to stay on your site, watch your video and buy your product or service, here are a few landing page video strategies.
Grab and Keep Their Attention
You have just fifteen seconds to get the visitor’s attention. This means you must immediately hook and compel your visitors to want to watch the entire video before looking at anything else on your site. It’s very tempting to engage in self-promotion, but video viewers can be very unforgiving. It’s been noted by YouTube and other video platforms that the average viewer clicks away after very quickly.
Keep it Short
It’s tempting to include lots of information about your product or service, but keeping it short and to the point has for more value. Extra information should go in other videos explaining what you offer which should be linked from the landing page. This gives your potential customer the freedom to look for more information should they want to. Limit the landing page video to about 90 to 120 seconds. Also, make sure to include a call to action at the end, letting them know how to respond and connect with your business.
Don’t Skimp on Quality
We are told not to “judge a book by its cover” but we all do it. See your landing page video as your book cover. It has to be attractive enough to draw people in. It has to catch your view’s eye and maintain attention, or they’ll go and look at something else. Production value is essential when it comes to appearing professional.
How to use the Video
Having a great landing page video is not just about the content of the video – it’s also about where you put it and how you present it on your website. Here are a couple things to keep mind when in embedding your video:
There are advantages and disadvantages to using autoplay. Many web users report this as a major annoyance when visiting a website and they click away quickly. However, statistics have also demonstrated that conversion rates are higher on websites that have them. It may be worth experimenting to see what works best for you. Run some A/B testing of viewer abadonment to see what works best for your landing page video.
Don’t forget to make it central to your site. You’ve expended a lot of time, effort and money to create your landing page video so you should promote it. It should be prominent on your site, the first thing that people see and caption it with a headline like “To See What Our Product is About, Watch Our Short Explainer Video” then use text to supplement the video, not the other way around.To see how we at Top Pup Media utilize a landing page video, take a look at our landing page. You’ll notice that front and center is our demo reel. It’s short, concise and has lots of “sizzle” to see folks on what we do and how we do it.