I’ve seen countless case studies showing that implementing videos on landing pages can significantly increase your conversion rate, and it just makes sense, when you think about it. Having another tool on the page that engages the visitor, educates them on the benefits of your product or service, and encourages them to take action has to be helpful.
However, just throwing a video on your landing page isn’t guaranteed to boost your conversion rate. There are some serious mistakes you need to avoid when implementing video on your site.
- Setting the video to play automatically—On landing pages that have a mix of text and video, setting the video to play automatically is a bad idea. It disrupts the visitor as he’s trying to read, and it’s honestly just a bit annoying. If someone wants to watch the video, they know how to click the play button. Give them the choice.
- Poor production quality—Your video doesn’t have to look like Spielberg directed it, but it needs to at least have a clear picture and easy-to-hear audio. I can’t tell you how many times I’ve seen videos on landing pages with audio so poor that you can’t hear half of what’s being said. That will hurt your conversion rate, not help it.
- Too dang long—Whenever I go to load up a video and I see it’s like 20 minutes long, there’s no chance in hell I’m watching it. I have better things to do with my 20 minutes (like watching videos of an armless man destroying a hotel lobby) than watch an infomercial online. Keep your videos short and entertaining if you want people to sit through them.
- No personality—Your videos have to be at least somewhat entertaining or interesting. No one wants to watch a boring video that lacks personality.
What are your best tips for using video on a landing page?