You know that scene in Jurassic Park where everyone hides from the T-Rex by staying perfectly still? Rex is a predator, through and through. She’s attracted to movement, light and noise — the things that will help her find her next meal.
Well, it turns out humans are kind of like that, too. We love our sound and fury (often signifying nothing).
According to speaker, author and consultant Susan Weinschenk, Ph.D. (also known as “The Brain Lady,” so you know she’s wicked smart), humans have been programmed since the ol’ hunter/gatherer days to be particularly drawn to movement and noise.
And that, my short-attention-span-having friends, is why a video landing page is the secret to upping your conversions.
Videos, like a fast-moving lunch, grab the attention of your prey potential customers. Plus, videos are more entertaining and easier to absorb than text, which is probably why Forbes Insights found that 60 percent of people prefer watching a video to reading words.
Even though that makes this writer weep a little, that’s the reality. It’s 2018. We can communicate complex thoughts using nothing but emojis. Of course we’d rather watch than read.
But just slapping a video on your existing landing page isn’t going to cut it, unfortunately. Before you film your new landing page video, there are some stats and trends you should be aware of that will help you maximize your videographic potential for getting customers’ attention. We also have some examples from companies who are already nailing their video landing pages, so you can learn from the apex predators who are already beating you on the hunt. Let’s take a look.
But why video?
You already have a landing page, and they’re not super fun to make. So why even bother switching to a video landing page, when what you have is already working?
Because video will probably work better. Sorry, that’s just a fact.
As long as a video is short and interesting, people are unlikely to click away partway through. That means video, when executed correctly, can increase the length of time people stay on your page, which increases the amount of time they spend absorbing and connecting to your brand.
It’s like how grocery stores always put the essentials, like milk, bread, meat and eggs, all the way in the back. Those sneaky grocers know that means you’ll walk through the whole store to get what you need. You’ll spend more time in the store, which makes it more likely that those yummy chocolate covered pretzels bites filled with peanut butter will grab your attention even though they weren’t on your shopping list. And voila — you’re spending more money than you intended, and the store is getting more sales.
That’s how video works. No matter what reason brought a potential customer to your landing page, the video will grab their attention. It will take them on a little journey through everything your product or service has to offer — like a walk through the whole store. In the end, they’re a lot more likely to see something that catches their eye.
Before you press ‘record,’ read this!
When’s the last time you were scrolling along through Facebook and saw a link to a recipe site you just had to click? Probably sometime around the year two-thousand-and-never?
Now back it up. When was the last time you were scrolling Facebook and just had to stop and watch one of those sped-up, simplified recipe videos from Tasty or Tastemade? Probably today. About 17 times.
Those recipe videos exemplify some of the best trends that you can use to make your video landing page as effective as possible.
First and foremost, your video needs to have some production value. Those recipe vids aren’t filmed on a shaky iPhone camera with lighting that makes the food look more like something you’d feed your dog than something you’d make for yourself. No — they’re filmed on a high-quality camera in a studio with bright, natural light, and as a result, you’re drooling at your desk and counting the minutes until it’s time to go home and make dinner.
The same should go for your landing page video. A video that adds quality to your landing page requires pre-production, production and post-production phases and careful, expert attention to writing, lighting, sound and more. If those skills aren’t in your wheelhouse, hire someone. The investment will pay off when you have a video that presents your product or service in its best possible light, and shows you really care about what you’re offering.
A video gives you the opportunity to tell the story of your product, service or business. You should walk your potential customer through what you do, why they need it, why it benefits the world, etc., etc. And even if there are complex details or scenarios to work through, video will communicate them to your visitors much more effectively than text would, because the human brain can decipher images simultaneously, while it deciphers words in a linear, sequential way. That means people can process visual information, like video, 60,000 times faster than words.
Plus video allows you to let your personality shine through. Be sarcastic. Tell some jokes (assuming you’re funny). People watching your video will be able to hear tone and see gestures, meaning they’ll get the humor, when in text, it may have gone over their heads. When potential customers are entertained, they’re more likely to develop an emotional connection to your product or service.
Some simple, yet effective tips your can use to make the best of your video landing page:
- Limit copy around your video. Ever been to a restaurant that has a menu that goes on for pages and pages and pages? It makes it hard to decide what to go for, right? Apply that principle to your landing page, and instead of giving a potential customer a bunch of things to look at, just give them the video. It should tell them all they need to know, anyway.
- While you’re at it, place the video at the top and center of the landing page. In A/B testing, it’s been found that company’s get more conversions if the top, center focus of their landing page is video than if customers have to scroll to get to the video.
- Optimize your videos for SEO, because if you’re going to invest in creating this quality content, you should get as many miles out of it as possible. Repost the video to YouTube and Vimeo, and take advantage of the fact there’s not a lot of competition for SEO rankings among video. Watch your content shoot to the top of Google results. Profit.
- Keep things short and sweet. There’s some debate about exactly how long a landing page video should be, but research pretty much finds that the shorter the video, the better the engagement. Blame social media for our short attention spans.
Other best practices for video landing pages can vary, so you should do some A/B testing (bummer, we know) to find out what will get you the biggest increase in conversions. Some things you can test:
- Auto-play versus press play
- Long and short versions of your video
- Directions for your landing page conversion goal (like a person in the video physically pointing versus a verbal instruction)
Here’s who’s doing it right
We’re all visual learners, so let’s look at some videos and break down what makes them effective.
What they’re doing right: A short video with clean, simple animation and a professionally recorded voiceover in a relaxed, friendly tone. The animations create enough of a visual story that even with the volume down or off, visitors can still get the gist of what’s on offer. Plus, the iconography and color scheme incorporate TapInfluence’s branding.
What they’re doing right: Transformation animations and bold primary colors immediately catch the viewer’s eye and attention (remember how we’re all T-Rex?). It clearly explains what differentiates Rosetta Stone from its many competitors, and creates trust with its laid back yet authoritative tone.
What they’re doing right: Using a how-to video (nearly one in three millennials say they have purchased a product after watching a video about how to use it, so this is kind of genius). The voice over is clear and high-quality, and the whole concept puts the product first. Plus, it ends in a verbal call to action that encourages potential customers to try out what they’ve just seen for themselves.
Knowledge is power. You’re a powerful T-Rex.
Go get your next meal.