The impact of a highly visible video on a landing pageA high-conversion landing page can be the difference between your business thriving and, well, going out of business. That said, our current 140-character, six-second video culture doesn’t make it easy. According to Unbounce, the average attention span online in 2012 was 8 seconds, meaning you must grab your customer’s attention quickly and provide a deliberate call to action lest viewers jump off the page to peruse more Buzzfeed articles about ‘beards that will change your life’.

Thankfully, with the right tools and execution, your landing page can convert even those with the shortest attention spans. Here are three things you need to know to increase your landing page conversions with an explainer video.

1) Keep it simple: Target your audience and offer value

Target!A successful landing page should target not only your desired customer, but also indicate a specific action they should perform to lead them further into your campaign or sales funnel.

A good call to action can be as simple as providing an email address or liking your social media accounts – or as high-value as a purchase request – but your entire landing page should be focused on your target customer performing this action. Anything else is superfluous and will only distract your customer from the desired goal.

To convert your target audience to follow through with your CTA you have to provide them with something of value to justify what you are asking of them. An explainer video, built to correspond with the overall objectives of your campaign and landing page, is a great way to provide value. The video could answer a common question amongst your demographic, provide tips on how to save time/money/etc., entertain, or simply pique interest.

The content of your video will always be dictated by the needs of your campaign, but – in addition to being good – should also explain your offer and what you ask in return. Don’t be afraid to be direct and align the video with your call to action – that is the whole point of your landing page in the first place! If your audience knows that you are targeting them, and feel as though they’re getting something of value, they’ll more than likely be quite happy to do what you ask.

2) Your call to action should be obvious, referenced, and highly visible on the landing page

Remember, your target audience is likely only spending 8 seconds on your landing page before they bounce. The implementation of your video and call to action is, therefore, incredibly important. Both the video and CTA should be placed ‘above the fold’ and the call to action should be visible while watching the video or immediately afterwards (preferably both!).

Here’s an example where you can see video featured prominently on a landing page with the clear CTA existing outside of the video on the striking orange button. There’s no doubt what Case Complete wants you to do:

landing page with video featured prominently

As I mentioned, the explainer video should clearly reference the call to action, and you can’t forget about the area around your video. Clear, compelling, and actionable copy should fill space near your explainer video to reinforce your conversion goal – don’t leave your video alone on an island. Unbounce has some great examples of properly integrated explainer videos that don’t feel like they were designed separately from the landing page where they sit. If you are not getting the conversion numbers you expect from your landing page, use a tool like Optimizely to quickly A/B test and improve.

You will be amazed at how much the little things can matter to your conversion rate, like your video’s thumbnail image, for example. Your thumbnail image should be hi-resolution (640×360 at a minimum) and look appealing in both large and small sizes. Close-up thumbnails of faces seem to work well, but if that is not possible, pick something that helps to coax viewers into watching. Just make sure your thumbnail is representative of your content; tricking your audience into clicking on your video looks desperate and will not lead to better conversion results.

3) Promote and actively drive people to your landing page

Having the greatest landing page in the world won’t matter if no one sees it. Thankfully, simply having a video on your landing page makes it 53% more likely to show up on the first page of a Google search. Incorporating our 5 helpful tips to improve SEO for you video should also provide a handy boost in traffic.

Image via iStockPhoto

These are both passive optimizations, however. For your landing page to convert at the rate you want, you will have to be proactive about it. This means making your explainer video part of your regular social media content schedule to attract your existing audience (and hopefully their followers), and don’t neglect the value of an email campaign. According to a study by The Relevancy Group, 54% of email campaigns with video content reported higher click through rates, while 41% saw an increase in email sharing.

In both cases, don’t embed your explainer video in the social posts or the emails, but make sure it is viewed on your landing page (in the case of the email campaign, an image-link of your video thumbnail will do the trick). Ultimately, you don’t want to undermine all the hard work you put in to craft a high-conversion landing page so make sure you direct viewers to it.

With proper execution, the right explainer video can have dramatic results on your landing page. Some of our clients have seen as much as a 100% increase in conversion rates after adding an explainer video to their landing page.

Post a comment and let us know if adding an explainer video had a positive effect on your landing page. How much of a difference did you see once you added video?

Eric Doucet