Your customers have an attention span of 8 seconds.
A goldfish has a 9-second attention span.
You have 8 seconds to make a first impression with your landing page. Once you have their attention, you need to maintain it every 8 seconds (that’s approximately every 20 words).
So, how do you communicate your product benefits when your customers are constantly distracted by the white noise of the Internet?
Video helps simplify your product benefits in a way that appeals to your audience. Instead of explaining their product and its benefits in plain text on an average page, innovative companies are turning to video.
Only 28% of the words on an average page of a website are actually read. A single Internet video, on the other hand, holds attention for approximately 2.7 minutes.
Simplifying all of your product information into a 60-second, 150 word video just makes sense.
A video is more likely to be consumed in its entirety, the information is more likely to be retained, it’s easier to share with friends, and it’s more likely to entertain or impress. If you place a video on your product page, most people will be more interested in watching that video than reading through hundreds of words of Helvetica.
Our learning styles build the case for video as well. A recent study of 221 university students showed that nearly half (105) were visual learners, while only 11 were verbal learners. People would rather watch how something works than read or hear about how it works – it’s easier for them to understand.
Combined with the fact that the average American adult has a grade eight reading level, video wins out every time.
So, what do our visually-focused goldfish-sized attention spans crave more: a 60-second video or a standard website page? Google Drive, for one, is banking on the former.
Notice that there are no written words in the video; the message is exclusively visual and auditory. You’ll also notice that there are no demonstrations of the actual tool itself. Whether or not showing Google Drive itself was a strategic approach is debatable, but experts agree that the benefits are clearly explained in the video.
Google Drive isn’t the only one to turn to video to simplify product benefits. Here are three other examples of companies visualizing and clarifying what they do through video.
Rypple’s video is displayed proudly on the homepage as an introduction to the problem it solves, its benefits and a trial free. After adding the video to the website, Rypple saw an incredible 20% increase in conversions. Approximately 30% of the traffic that lands on the page watches the video, and approximately 50% of those viewers watch the video in its entirety.
“I hear from lots of people at top companies that the video tells a story that they can easily relate to, and very clearly. That probably also explains why overall engagement with the app was higher – more inspiration to explore Rypple […],” said Jesse Goldman, VP of Customer Success at Rypple.
Dropbox’s video was displayed on the homepage as well. Unlike Rypple, Dropbox placed only a logo, the video, a login button and a download button above the fold. When this particular video was on the landing page, it received almost 30 thousand hits a day during the week. In one month alone, it was viewed 750 thousand times. The video increased conversions by over 10%, giving Dropbox an estimated “several thousand” extra signups per day.
“The goal with a video was not viral marketing. It was not getting people to blog about it. It was focused on providing an on-site resource for people to get turned onto the product,” said Lee LeFever, founder of Common Craft, which is the company behind the video’s production.
Inbenta’s video made itself a home on the company website, much like the Rypple and Dropbox videos. The team conducted tests to find that the average visitor converted at a rate of 1%.
Visitors who viewed the video converted at a rate of 15%! Overall, the video led to a 20% increase in total online leads generated. What’s interesting about Inbenta’s video is that it appeared in a video lightbox, which enlarges the video and dims the background. Video lightbox has been proven to increase conversions by up to 20% compared to traditional video displays.
“We are now able to explain what our company does in a few minutes with a fun, yet highly informative video. Since the video was posted on our website, we have seen a 20% increase in online leads,” said Jordi Torras, CEO at Inbenta.
You have 8 seconds to make an impression.
A video simplifies everything your business does and all of your messaging into a digestible piece of content. Compared to pages and pages of text, a video ultimately takes less time to create, takes up less valuable website real estate, and explains your benefits more effectively.
Plain text just doesn’t appeal to the modern customer the way video does – it’s brain (and conversion) science.