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Now that video-embedded landing pages have paved their path, the data is out there to support the effectiveness of this strategy. As an agency, we have a unique approach to landing pages, and video is something we're using carefully to ensure maximum return and bar out over-usage.
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Increase Your Landing Page Conversion Rate with Embedded
Video
From Kirsten Weisenburger’s blog @ blog.dacgroup.com
Wednesday, August 14, 2013
You’ve heard it a gazillion times:
You have mere seconds to convert users who arrive on your landing page
You know the drill…
…build landing pages with no extraneous copy
…drive to a bold form and call to action
…get them to convert fast
So why would you ask your visitors to pause for 30 seconds and watch a video on your landing page?
A whole bunch of reasons actually….
Best of breed are doing it, and getting results
Why video? Reason #1:
Best of breed are doing it, and getting results
Retail case studies: “Users who stay to watch a video are more likely to purchase!”
Why video? Reason #1:
Wouldn’t you rather watch than read?
Your product or service needs to be explained
Minimizing a users’ effort will improve conversion
Why video? Reason #2:
Videos make you memorable
When someone is jumping between search results, you want them to remember you
Why video? Reason #3:
VS.
Videos make you memorable
A short engaging video will keep visitors around longer and will help them remember your product or service over the long term
Why video? Reason #3:
Videos increase conversion
…when done ‘right’!
Why video? Reason #4:
Here’s how to do it right…
Keep it short
◦ 30-60 seconds
Feature only your video & conversion element
◦Simplify. Remove everything but the video and the form
Here’s how to do it right…
Minimize text
Use infographics instead of text
Show your product in action
Encourage social sharing
Here’s how to do it right…
Tell people what you want them to do
◦At least two calls to action – one on the page, one at the end of the video
Tell a story – it’s not an infomercial
◦ It should be fresh and memorable so you are awarded the users’ time
Adam PickerDigital Marketing Specialist
DAC Group www.dacgroup.comNew York | Chicago | Cleveland | Louisville | Rochester | Toronto | Montreal | Vancouver
DAC Group is an industry-leading digital agency, a technology-fueled directional marketing pioneer and a lead-generation powerhouse. We are an integrated multi-platform solutions architect and expert strategic planning partner. DAC Group creatively innovates to consistently deliver impressive results.
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