It’s no secret that video content should be playing a more important part of your marketing efforts than ever, but a lot of people have yet to realize that this goes far beyond just hosting clips about your business on YouTube. In fact, there are a number of excellent reasons why you should make video content a permanent part of your landing page design moving forward – reasons that are far too important (and effective) to ignore.
1. Your Landing Pages Can Always Be Shorter
Landing pages are important, yes – but more often than not, they’re also far too long for their own good.
According to recent studies, about 38% of the people who interact with your landing page won’t actually engage in any way – they’ll arrive for whatever reason and leave just as quickly. After just a few hundred words, that number will be reduced to 50%. Things don’t get better the farther you get down the page, either.
In other words, you should always be looking for opportunities to shorten your landing pages and leveraging VOD (video-on-demand) content is one of the best ways to do it. It lets you convey all of the same information in a fraction of the space while giving people an engaging piece of content to interact with at the same time.
2. People Actually Prefer Videos
Along the same lines is the fact that if you give people an option to A) read a text-filled landing page outlining an offer or B) watch a video that contains an overview of that offer, the vast majority of people will choose that video far more often than not.
According to another study, a massive 60% of people say that they would rather watch a video than read a text – even if both of those things contained the exact same information. So not only is a video a more efficient way to get across everything you need, it’s one that your customers are literally asking for, too.
3. Videos Are Far More Convincing Than Text
If you’ve gone to the trouble of setting up a landing page for a product, a service or an offer, it stands to reason that you want to do whatever you can to make it as effective as possible. These days, that means using as much video content as possible – and there are statistics to back that up.
According to another study, people are literally 144% more likely to add a product to their cart if they’ve been given the chance to watch a video about it before you ask. Likewise, nearly one out of every three people who fall into the millennial generation say they’ve made a purchase as a direct result of watching a video.
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4. You’re Using Time to Your Advantage
Along the same lines, never forget that the longer someone is exposed to your brand message, the more that message will be able to sink in – even on a subconscious level.
We’ve already outlined the fact that a huge chunk of the people who visit your landing page won’t actually interact with it in any way. But for those who do, time is not on your side – you have to make the best use out of every second if you’re going to be able to increase your conversions to where you need them to be.
Using videos on your website is a perfect chance to do exactly that, organically increasing the amount of time people are spending on your page so that your brand message has as long as possible to sink in. Not only that but by controlling the tone and pace of your message, you’re also increasing the “trust factor” significantly – giving people yet another reason to come down off the fence and make a purchase.
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5. Call to Action, Call to Arms
Finally, remember that your landing page is supposed to motivate people to take your desired action. You want people to buy your product, learn more about your service, sign up for your email list – it doesn’t actually matter. People aren’t going to take that step if they don’t feel compelled to do so, which means that you have to work hard to create that feeling within them by the time you need them to take the next step.
In other words, you need them to convert – which is maybe the most important benefit that video content brings with it of all. According to one study conducted by Eye View Digital, including even a single explainer video on a landing page can help increase conversions for that page by up to 86% in most cases.
This is because ultimately, video content is literally the perfect type of employee. The one that never needs to eat, sleep or take a vacation, the one that is always enthusiastic and the one that sells for your business 24 hours a day, seven days a week, 365 days a year.
Videos, and OTT contents, in general, have completely changed how people interact and engage with brands and businesses. If you use this change to your advantage, you could see a large increase in your conversion rates and revenue in a short period of time.
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Do video landing pages convert better?
Nielsen conducted a study that reported that brands have an average of 10 to 20 seconds to make the right impression on their target audience via their landing pages. If the reaction to the content is positive, then you hope that the user will convert. If it is not, most likely the user will bounce off the page.
This is where video content can help make or break your case and statistically, landing pages with videos are doing better in terms of conversion. As a matter of fact, Imavex conducted an investigation that reported a 130% increase in conversions for landing pages that had used video content.
Can using videos on landing pages help build brand credibility?
As the saying goes, a picture is worth 1000 words. With a video, that impact multiplies manifold. The video on a landing page helps establish the brand voice because they can actually hear the tone of voice and see the look on your face. This gives you complete control of your marketing message from every possible angle.
This helps people to determine that their hard earned money will not go to waste if they choose to give you business. The trust factor has already been established. Your brand has built its credibility through a simple video integration on the landing page.
What is the ideal time span of a video on a landing page?
You do not need to produce an epic. All you need is a hook that will help your user decide whether they want to stick around for more. If the average user attention span is 20 seconds, then your video should hover around that same timespan figure.
Try and produce more versions and test out multiple durations to see what works best for your brand.