Video is one of the best forms of media to engage your audience and tell stories about your brand, and having a landing page video can increase conversion by as much as 80%. But increasing your conversion rate isn’t as easy as embedding a video and watching magic happen. There are plenty of things that can get in the way of engaging your audience, like these common landing video mistakes:
We’ve all had that moment when a video starts playing automatically, and we have to scramble through all of our open tabs to figure out which one is responsible. Autoplay is annoying. And research even backs this up. According to Nielsen, 79% of people consider autoplay to have a negative impact their user experience. It takes control away from the user, and will probably just get them to leave your site as quickly as they can.
So you’ve grabbed a visitor’s attention and have gotten them to press play. But if your video is too long, you risk losing them entirely. Typically, engagement starts to dip after the 2-minute mark. You don’t want is a viewer to get bored, distracted, or give up on watching your video completely. They got to your landing page for a reason, and the length of the video shouldn’t keep them from making it all the way to your call to action. Which brings us to the next point…
The average person has an attention span of 8.25 seconds. That’s more or less the amount of time you have to actually grab their attention before they pause the video, or just leave your site. Maybe there’s a really cute joke at the 1-minute mark. No one will ever know if the beginning of your video starts off too slowly. Use the first 5 seconds of your video to grab attention, then be sure to keep it throughout.
4-Using the wrong language
Your video needs to engage and filling it with a bunch of technical terms that can make the viewer zone out, especially when they’re unnecessary. Be sure to keep it simple. Your visitors need to be able to relate your video in order to be engaged. Usually, conversational language is your best bet.
As great as landing page videos are, they shouldn’t stand alone. The rest of your landing page should support your video content. You should incorporate a page headline that makes the reader curious about learning more, as well as a call-to-action that motivates. Having a clean design and testimonials can also help you connect with your visitors, and help your video be the star of the show.
7-Distracting playback settings
Do you really want people distracted by buttons and display issues when they can be concentrating on your awesome video? Make sure you edit your video’s display settings to make sure it looks great when embedded on your landing page.
Whether it’s because of audio, the script, or general production, having a poor quality video can be more of a disservice than not having a landing page video at all. It’s important to have your video developed properly, and that includes storyboarding and scripts. The results are definitely worth the effort it takes to create something great.
9-Being too pushy
Your video should relate to the potential customer, and show off something that’s interesting to them. High converting videos meet a viewer’s needs, whether they’re informational or persuasive. Think of your landing page video as your chance to prove that you understand the viewer’s scenario, rather than just another selling point.
10-Using the wrong kind of video
Not all landing page videos are created equal. There are lots of different types of marketing videos that you could use for your landing page, and it’s important to figure out which type best reflects your business goals. Another thing to consider is whether you want your video to be animated or live action. Typically, animated videos convert at a significantly higher rate and are better at helping audiences understand complex or abstract topics.
There’s no better way to engage than with a compelling video, and if you avoid these landing page mistakes, you’ll see your conversions increase in no time.
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