In an age of low attention spans and immediate gratification, text-heavy websites are falling out of favour. Due to its highly engaging and digestible nature, video content is fast becoming the preferred way to introduce website visitors to a brand or product. A recent report showed that a landing page video can increase conversions by a massive 80%.
Like all marketing endeavours, getting noticeable results from a landing page video requires some strategic thinking. For your video to have the desired effect, you should aim for a decent play rate. In other words, you need to encourage a large percentage of your website visitors to actually watch your video.
Here are a handful of ways to tempt your website visitors to press play:
Use a custom thumbnail
Make sure your landing page video stands out by uploading a custom thumbnail. Most video platforms — including YouTube and Vimeo — will give you the option to do this. Whether you create a custom graphic design with a snappy title or simply capture a friendly image of one of your employees, ensure that your thumbnail is inviting and eye-catching.
Keep it short and sweet
Internet users crave content that is short and to the point. Reports show that 45% of viewers stop watching a video after one minute. If your landing page video is much longer than one or two minutes, most visitors won’t bother pressing play at all.
Position for maximum impact
Ideally, you want to make sure that your landing page video is one of the first things to catch a visitor’s eye when they enter your website. Position your video towards the top of the page and remove any distractions that might draw visitors away by creating more white space around your video.
Use text to your advantage
Text-heavy websites may be a thing of the past, but that doesn’t mean you should avoid text completely. Use your website copy to direct website visitors towards your landing page video, keeping it short, simple and to the point. And don’t forget to fill out your video title, description and tags so that they accurately reflect your brand and the content of your video. This is also beneficial for Search Engine Optimisation – the process of developing your content to rank higher in search engines. Learn more about optimising your videos for SEO here.
Need help creating an eye-catching video for your business? Don’t hesitate to get in touch!