Landing pages are a critical piece of most modern websites, but they’re not just for sales. Landing pages have become a key tool for any marketing professional who wants to engage and convert their prospects. And for good reason. Landing pages help your prospects get to know you, get to know your brand, and get to know the benefits of working with you. However, if you’re looking to truly stand out from the competition, you should be using video on your landing pages.
Just How Beneficial is Using Video on Your Landing Pages?
The use of video in B2B marketing strategies has exploded over the last decade. Studies show that as of 2020, 96% of consumers had increased their overall video consumption, with approximately 9 out of 10 viewers saying that they wanted to see more videos from the brands they do business with.
Cisco goes on to predict that online videos will make up more than 82% of all consumer internet traffic by 2022. So, it’s no surprise that more businesses are investing in video marketing and using videos on their new and existing landing pages. In fact, according to Statista, as of 2020, nearly 54% of businesses worldwide were already using video on landing pages.
5 Reasons Why You Should Incorporate Videos into Your Landing Pages
Despite the fact that video marketing is gaining in popularity, many B2B businesses are hesitant to start using videos on their various landing pages. If you’re unsure of whether you should start using videos on your landing pages, then consider these five benefits:
1. Video Content is Easier for Your Audience to Absorb
It’s a longstanding fact that people tend to retain the information they see in a video or image better than in the text they read. Studies show that 95% of viewers retain the message from a video, and only 10% when reading the same thing.
This makes using video on your landing page a powerful tool, especially for B2B marketing. For example, if you’re selling an IT-related service, you can use video to explain how your services can improve their employees’ workflows and increase efficiency. Or, if you’re selling a company’s new software, you can use video to explain the features and benefits it can offer.
2. Video Content Increases Engagement Rates
Not only are videos an excellent tool to help your audience understand a specific message, but they are also an excellent way to increase your landing page’s engagement rates.
Research shows that your audience is roughly 10 times more likely to interact with a video on a landing page than they are a wall of text. Not only that, but it’s also easier to measure the success of a landing page by monitoring the number of times a video was clicked on, how long a person remained on the page, etc.
3. Videos on Landing Pages Can Significantly Increase Conversions
On average, the standard landing page conversion rate across all industries is approximately 2.35%. However, research suggests that using videos on your landing pages can significantly boost your conversion rate by approximately 80%.
4. Consumers Would Rather Watch a Video Than Read a Wall of Text
The average human’s attention span is shorter than that of a goldfish. In fact, the average attention span is just eight seconds, and when consumers are presented with giant walls of text, they tend to zone out rather quickly.
Using video on your landing page is an excellent way to grab your audience’s attention and hold on to it. In fact, studies show that consumers prefer video content over text when it comes to learning about brands and their products/services.
5. Videos Can Create an Emotional Response from Viewers
A crucial component to convincing your prospects to convert is creating an emotional response. This is where videos really shine. When done correctly, video can help your prospects feel something for your product or service. This can then lead to them taking the next step and making a purchase.
Best Practices for Using Videos on Landing Pages
Wherever you’re promoting your products or services, it’s critical to make sure your landing pages are optimized for conversions. Videos are a great way to do this, but they’re also tricky to use effectively. Here are some best practices for using video on landing pages.
Keep Videos Concise
Videos that are too long run the risk of being boring and dull. If you want viewers to stick around on your landing page, then keep your videos short. Ideally, videos should be no longer than two minutes. If you need to stretch it out to five minutes, ensure it is engaging and exciting.
Use AutoPlay Sparingly
Autoplay can be an excellent tool when used properly. However, it can quickly turn someone off if it’s overused. Autoplay should be used sparingly and only when it makes sense.
For example, if you’re choosing to go with a video landing page (one with little to no text), choosing to use autoplay makes sense because otherwise, your viewer may not understand that they need to physically “push play.”
However, if you’re using video on your landing page as a supplement to your content, then you’ll want to turn autoplay off and let the viewer choose when they are ready to engage.
Consider Animated Videos to Bring Certain Topics to Life
Using animations is another effective way to make complicated concepts more interesting. You can use animations to add a bit of whimsy and give your business a more fun, energetic personality.
However, there are some instances where physical footage trumps animated content, such as product demonstrations. In these instances, videos are the most effective way to show your product in action.
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Curious how Hushly can help you reduce landing page abandonment? Contact us today for a personalized demo!