Video marketing has been on the rise for more than a decade now. Consumers are getting more and more used to consuming video content wherever they go, be it on Facebook or on a product page.
Which may make one think:
Isn’t video content expected by now?
Shouldn’t we produce a video every chance we get?
However, the real question is: Will videos be a conversion ignitor or a conversion killer?
Let’s find out!
First, Some Tempting Stats…
There are plenty of case studies and reports claiming that using a video on a landing page is a great idea for boosting conversions:
- How-to videos convert incredibly well. Nearly 1 in 3 millennials say they have purchased a product directly as a result of watching a tutorial or how-to video about it.
- Earlier reports (from 2011) state that a consumer who views a product video is up to 144% more likely to add that product to her cart than a consumer who watches no video.
- Four times as many consumers would prefer to watch a video about a product than to read about it. Forbes Insights found that 60% of people prefer watching video to reading text.
- If you’re using video to increase your conversion rate, consider placing the video player above the fold for the most impact. Wistia found that visitors who engage with a video are substantially more likely to sign up for a hosting plan than those who don’t, so they try to position their videos in key locations on a given page.
- In an Animoto survey, nearly all the respondents (96% of them) found videos helpful when making purchasing decisions online.
Get inspired: The Crazy Egg home page is an excellent example of a landing page with a great video on it. The video is not visible above-the-fold, but if you scroll or click “Tell me more”, there’s a distraction-free section featuring a quick video tutorial of the product:
Now, Some Important Technical Stats…
1. The longer a video, the lower its engagement
You have 10 seconds to grab the attention of viewers with a video marketing clip. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or less.
Back in 2012, Wistia conducted some research and found out that videos under one minute enjoy an 80% viewer retention rate up to the 30-second mark, while videos 2-3 minutes in length still enjoy a 60% retention rate. 5-10 minute videos (which is just about the cutoff for video marketing purposes) still see over 50% viewer retention halfway through.
Wistia posted a more recent research report stating that the ideal video is 1-2 minutes long: After that, the drop-off in engagement is pretty significant.
Get inspired: The Rebump home page features one of the best how-to videos showing a product in action that I’ve ever seen. It’s exactly one minute long and it demonstrates the benefits of the product in just enough time to make a convincing point:
2. Videos should be between 401 pixels and 600 pixels wide
In another study, Wistia found that videos get most engagement when they are between 401 pixels and 600 pixels wide. Videos of that size have the highest average play rate.
A video with a width between 401 pixels and 600 pixels doesn’t overwhelm a page, but it’s still large enough to entice users to engage.
Get inspired: Act is a great example of a landing page that features a video using these ideal dimensions. It’s also surrounded by related calls-to-action and just enough text (not too much!) to get the point across:
Some Bonus Stats: Create Expectation Using Email Blasts
Do you need even more engagement with your videos?
- Using the word “video” in an email subject line boosts open rates by 19% and click-through rates by 65%.
- In 2010, an Implix email marketing survey found that including a video in an introductory email increased the click-through rate by 96%. That’s nearly twice as many people clicking through to your website when you include a video in your marketing emails.
So, Should You Start Pumping Out Videos?
Videos can be very expensive and time consuming to produce. Which makes creating them difficult to justify if you’re a conversion focused organization.
What it really comes down to is your list of conversion hypotheses. Every growth team and conversion optimization team should have a running list of hypotheses to test. Each hypothesis should be ranked (at the very least) by:
- Test ease (or difficulty).
- Test cost. Consider developer-hours, video production costs, designer costs.
- Potential reward. How much do you expect this particular hypothesis to move the needle and why?
By create a list that ranks your hypotheses, you can make better judgment calls as to what tests to run immediately and what tests you should put on the back burner.
You may have significant data (qualitative and/or quantitative) that suggests creating videos will produce a large return on investment. If that’s the case, don’t be afraid – get your director’s hat on and start pumping out video!
Side note: The system you create for your hypothesis list will most likely require continual improvement and tweaking to get it right. The important thing is to start one now if you haven’t. As you run tests, you’ll figure out what other metrics or ranking factors help you make better decisions for choosing what tests to run. Just be sure to iteratively improve your system according to your new findings.
A Few Tools To Consider
Now, if you are convinced to try video, here are a few tools to help you out:
1. Optimize your videos with the most important keywords using Serpstat
Wherever you are hosting your video (Youtube, Wistia or else), don’t forget the basics: Use your keywords in the most prominent places (title, description, file name, etc.). Remember: Videos rank incredibly well and they can actually drive more people to your site and build awareness, not just help boost conversions.
Serpstat is a tool that allows you to discover valuable keywords (it has worked very well for me). You can check my quick tutorial to see how I am using the tool daily.
You can also check out my Youtube optimization checklist to get your videos to rank higher:
2. Build effective landing pages using Leadpages
There are more landing page builders, but I think Leadpages is the easiest, especially when it comes to featuring a video on your landing page.
I know people tend to shy away from A/B testing, but Leadpages make it incredibly easy, so I usually recommend them.
If your site runs on WordPress, there are a few themes that have video landing pages already coded up. I have found a few great ones on this list, so check it out when you have a moment.
3. Put together easy instructions using Screenflow
Now, I wouldn’t recommend making your own videos yourself, just because it’s not easy to put together short engaging videos that lead to a purchase. But I always create draft videos myself and my favorite tool for that is Screenflow. It has all the features I need and not too many extra features that would make it overwhelming and hard to figure out.
If you’re a Mac user, QuickTime makes excellent screen capture videos. They come out in high resolution and the audio is usually of pretty good quality. One word of advice though: try recording your video in a room that doesn’t have any echo.
Do You Feel Up To It?
Using videos to increase conversions is yet another risk vs. reward calculation. The upside can be huge, so don’t shy away from this conversion boosting technique.
Are you using videos on your landing page? Please let us know how it’s been working for you!
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