3 Reasons Why Video In Landing Pages Drives Better Conversion

November 18, 2021
By Frank Rodriguez
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Video in landing pages boosts engagement and heightens customer experience.

The world has become a more visually sophisticated environment as we are all connected and are served up thousands of images a day. People want the best experience possible while surfing the web. Gone are the days of just serving up static content. The world is clamoring for more high-quality videos. 

1. Video Works by Making a Connection.

People have a more meaningful connection with your brand when watching videos. Video in landing pages provides a warm introduction to who you are or what you are selling. They provide insight that words alone cannot. According to Forbes magazine, embedding videos in landing pages can increase conversion rates by 80%.

2. Video can deliver your value proposition fast and on message. 

Video is one of the best methods to consolidate complex information into an easy-to-understand format with little effort from the end-user. In fact, according to Forrester Research, a one-minute video is equivalent to 1.8 million words when it comes to swaying an audience. Hearing while seeing fosters a much higher retention rate than reading. Keeping your brand top of mind and memorable is the goal. A survey by HubSpot has revealed that 72% of customers would rather learn about a product or service by watching a video.

3. Pleasing Google

Video has become a top contender when it comes to organic search results for a variety of topics. You’ve probably noticed that videos are more prevalent at the top of search inquiries. Delivering quality content has been part of Google’s algorithm for a while now. It’s a search engine that wants what every other business strives for. Delivering an excellent user experience. So you can get an SEO boost by having video in landing pages and other quality assets. Video is 50x more likely to get organic page ranks in Google than plain text results. Also, someone might stumble upon your video which can lead to impressions and conversion.

So how do you make this happen?

Every video starts with an idea and a good script.  Make sure you have a talented copywriter so you can keep the production on time, on message, and memorable. 

Sorry, but your mother’s cousin with a video camera won’t cut the mustard. You need to hire a professional video production studio with marketing video experience. You want to make sure the video is on par with your brand and perceived as high quality. First impressions matter. There are so many things to be considered when shooting a video. You’ve seen the credits roll after a movie — there’s a good reason why so many people are involved. I’m not saying it has to be a Hollywood production, but make sure you have the right team that will deliver the best ROI. The right team will make something you can be proud of. 

An animated explainer video is another excellent solution to describe what you do. Explainer videos are animated videos that communicate an organization’s message in a short, concise way – with personality. So whether the audience is 8 or 80 they’ll get the message the first time. Your imagination is the only thing that can hold you back when creating an explainer video — the sky’s the limit. 

Keep it Short! 

The shorter the better. One minute or under is the sweet spot. However, the golden rule is to keep your marketing video under two minutes. We’ve seen an appreciable decline in engagement after the two-minute mark and the highest engagement rate for videos under a minute. 

At the end of the day, it’s all about engagement and conversion. A video in landing pages can be an effective marketing asset to have at the top of your sales funnel. The goal is to lead the visitor to where you want them to go and take action by connecting with your organization. Good content will always give you an edge over the competition, especially if your competitors have been complacent with their marketing endeavors. 

Do you need a landing page or video? If so, please contact us. We can provide you with thoughtful consultation to help reach your goals.

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