How to incorporate video and new media into your landing pages
If there’s one common discussion on things to test with your landing pages, it’s whether or not to use video.
Those in industries other than publishing have the most use for video, some might say. Video tutorials for software, repurposing commercials for beverages, and other versions of video can be used to show a user that a product a real, and even more, it’s great. Hey, even dentists are getting into video.
In general, websites are seeing an increase in conversion rates from video in the 1-2% range, but can go as high as 12%.
Ok, so say you’re convinced, how much is video going to cost you?
You can spend 40k+ to build your own in-house production studio, or like Mark Ragan suggested last week at the SIPA conference, you can start simple.
A Flip Mino HD-quality camera, commonly suggested by other publishers we’ve talked to, costs under $300. Add a tripod and a well-lit room, and you have a cheap video production studio.
If you’re just starting with video, especially just to test conversion rates, $300 is a small investment, and might just pay for itself. Videos convert the best if the product you are selling is a high-end B2B product.
But this post isn’t about how to make videos, it’s to get you thinking about the different ways you can incorporate video into your landing pages.
Different ways to use video landing pages:
- Event testimonials, shot at your event during networking breaks
- Membership website walkthroughs
- Membership website tutorials
- Book introductions by the author
- CD or DVD clips
- Email newsletter introductions
Search Engine Strategies uses both video and text testimonials on their event page, and Tim Carter from AsktheBuilder.com has even opted for a hilarious flash video of a cartoon “project pledge” to introduce users to his email newsletters.
Landing page guidelines for your video content:
Keep the video under 10 minutes – if a user feels like they can reach the end of the video, they will stay longer and pay attention longer
Video sells video – if you’re selling a video product, it’s a no-brainer to slice it up into promotional videos
Don’t go crazy over quality – tons of publishers and marketers tout the Flip Mino as the best thing since sliced bread. It’s small, it’s high quality, and it’s all you really need to start. Getting caught up in the details will only cause delays.
Keep it real – research shows that the fancier you get with editing, the less conversions you get. That means all those animations, voice-over and layover text have to go. Keep it simple, don’t distract your user.
Make it personal – Video lends your site authenticity. It can help relieve some anxiety of online buyers by lending a face or voice to your product or company.
As always, the key is to test, test, test.
Speaking of landing page testing, we have a webinar coming up THIS WEDNESDAY that goes into the nitty gritty of how to perform A/B and multivariate testing on your landing pages, plus tons of case studies from speakers Bob Brady (Business & Legal Reports) and Greg Krehbiel (Kiplinger).
It’s called Landing Pages that Work and we hope you’ll join us.
So, how are you using video on your landing pages? What have been your results?
