How Much Impact Do Videos Have on Landing Page Conversion Rates?

October 2, 2015

6:00 pm

If your landing pages are strictly made up of text, photos and graphics, it may be time to rethink things. When used correctly, videos can dramatically increase landing page conversion rates. Indeed, according to a study by eyeviewdigital.com, videos can increase conversions on landing pages by a whopping 80 percent. Why is that, though, and how do you go about maximizing the incredible benefits of adding videos to your landing pages? By understanding these two points, you can finally get the results you need and deserve.

Benefits of Landing Page Videos

So, why is it that landing pages with videos tend to convert more visitors? Consider these points:

  • Reduced Bounce Rates – When someone arrives on a landing page and is presented with a wall of text, they often assume they’ve read it all before and quickly click away elsewhere. When they’re presented with a video, however, they’re more likely to stick around long enough to at least watch it. Even if the message of the video doesn’t resonate with them, it may keep them there long enough to increase their interest in whatever you have to offer.
  • Short Attention Spans – Studies have shown that the average person has an attention span of about eight seconds. It’s little wonder, then, that people are often unwilling to read more than a few lines of text. Videos are more engaging, so they can overcome people’s short attention spans and, in many cases, convert them more quickly.
  • More Compelling Messages – According to Wistia, people typically only bother reading around 20 percent of the words on a page. Conversely, the completion rate for a 30-second video is around 90 percent. If you want to not only get your point across but have it absorbed and acted upon, then, including videos on your landing pages is the way to go.
  • SEOVideos on landing pages dramatically boost SEO. According to a study by Forrester, pages with videos are 53 times likelier to rank than those without them. What’s more is that search results that include videos enjoy a 40-percent higher click-through rate than those without them.

Doing it Right

As with anything else, merely adding a random video to your landing pages is unlikely to do much for your conversion rate. The video must be high in quality and be relevant to the overall point of the landing page in question. Ideally, it should feature yourself or actual employees. Calls to action should be sprinkled throughout, and the video should be scripted ahead of time.

If your initial attempt at including videos on your landing pages doesn’t get you anywhere, don’t despair. Like most other aspects of marketing, you’ll likely need to play around with the format a bit before getting results. For instance, test videos that play automatically versus those that only play when the visitor presses the play button. Embed the video on various parts of the page. Try videos of various lengths too. Eventually, you’ll arrive at a winning combination that will net you the conversions you need.

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Zaid is a leading expert on data driven digital marketing; focusing on analytics and actionable insights from data. Founder of PPC Masterminds, a ppc management company , Reputation Trojan, an instructor at SEO Optimizers Training Center,and an organizer of Los Angeles Google Analytics business insights training MeetUp in Los Angeles, California. He has spoken at multiple conferences and has helped countless people in the digital marketing space.

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