Multiple case studies have shown that using video on landing pages can increase conversion rate and keep visitors on your website longer. However, there are some guidelines to leveraging online video properly. What follows is a list of 5 easy tips for using video on your website.
• Don’t use auto play—Call me grumpy, but when I land on a website that automatically starts playing a video (or audio for that matter), I instantly leave the page. It’s annoying, and it’s terrible for usability. Give your website visitors the choice of whether or not the video plays. Support the video with copy so that playing the video isn’t essential to getting the conversion.
• Keep the video short and to the point—I don’t know about you, but I’m not going to watch somebody ramble on for 15 minutes telling me why I need to buy their products or services. Keep your videos short and to the point. Eliminate unnecessary fluff. Remember, your website visitors are in a hurry. If you can’t deliver your message quickly and effectively, they’ll go elsewhere to do their business.
• Tie the video into your main message—Using video on your website is all about context. For example, if the ultimate goal of your landing page is to get the visitor to buy a pair of pants, the video shouldn’t be focused on the sweaters you offer. The video should always support the main conversion goal of the page.
• Embed the video on the page—The main purposes of using video on your website are to keep visitors on your website and to improve the chances of converting them. With this in mind, the last thing you want to do is to make your visitors visit another site to watch your video. Worse yet, don’t make them download the video just to watch it. Embed it in a flash player on your website so they can watch it right there, allowing them to easily take the next step toward conversion.
• Only use video when it makes sense—Here are some examples of when it makes sense to use video on your website: product demonstrations, testimonials, and upsells on your thank you page. Now, here are a few examples of when it doesn’t make sense to use video on your website: top 10 lists, meaningless greetings, and longwinded monologues that repeat exactly what you say in your copy without demonstrating anything.
Do you use video on your website? How has it helped? Share your experiences in the replies.