Creating great video content is only half the story.
The other half is making sure you launch and promote your videos as effectively as possible. By following these best practices for adding video to your landing page, you are virtually guaranteed to get the most out of your video.
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TIP 1: PUT YOUR VIDEO ‘ABOVE THE FOLD’
According to HubSpot, ’55 percent of visitors spend less than 15 seconds on your website’ and so you have a very short space of time to grab their attention and engage them.
So, if you want the maximum number of visitors on your landing page to view your video, you need to make sure it appears as high as possible on your page.
TIP 2: CREATE AN ENGAGING THUMBNAIL
If your thumbnail isn’t engaging, people are not really going to be that inspired to watch your video, no matter how great the actual content is. So make sure you put the effort into creating a great thumbnail that hooks your visitors and compels them to watch your video.
TIP3: HAVE VISUAL CUES POINTING TO YOUR VIDEO
Directional visual cues can greatly increase the play rate of your videos as they prompt us to subconsciously follow the direction being suggest by the cue.
Examples of good visual cues include:
• An arrow or object pointing towards the video on your landing page.
• A person gazing at the video on your landing page.
• Using colour contrast to put more emphasis on your video.
TIP4: AVOID AUTOPLAY
Have you ever visited a web page where a video started playing automatically which annoyed you so much that you ended up exiting the page?
This has happened to most of us, which is why I would suggest you avoid auto playing your videos.
Even though I personally fully appreciate how great your videos are, it is likely that most of your website visitors will still value their free will and would prefer to be given a choice as to whether to watch your videos, instead of them being forced upon them.
If, however, you are really keen on auto playing your videos, as a minimum, at least test this versus a ‘press to play’ option to see if it actually improves conversions.
TIP 5: ADD SUBTITLES
Not everyone has their volume on when they come across your video. They could on a train, in a quiet environment or anywhere else where they simply would prefer not to put the volume up.
In such cases, just having subtitles in your videos will boost the engagement of your videos greatly and won’t exclude people who don’t want to put the volume on.
TIP 6: KEEP YOUR VIDEOS SHORT
As a rule of thumb, if your goal is to drive conversions, you should make the videos that you add to your website as short and concise as possible. People have short attention spans and with each passing second, a certain percentage of your viewers will be dropping off.
TIP 7: HOST YOUR VIDEO ON THE RIGHT PLATFORM
Make sure you think about the best platform to host your landing page video on. Hosting platforms like Wistia and Brightcove are great if you are looking for in-depth analytics.
Vimeo is great if you are looking for a hosting platform which looks good aesthetically and provides a more professional feel.
And then of course you can just host your video on YouTube which may be your preferred option if you want to grow your video’s watch time on YouTube, which in turn boosts its reach on the platform.
TIP 8: INCLUDE A CLEAR CALL TO ACTION
If your visitors don’t know what you want them to do, you can’t expect them to do it. That’s why having a clear call to action is an absolute must. Your call to action should be short, relevant and easy to understand and appear not only in your video but also on your landing page near your video to maximise the chances that your website visitors take action.
TIP 9: STICK TO ONE MESSAGE
If your goal is to drive conversions, you shouldn’t overcomplicate your landing page video by trying to get many different messages across in it. Each video that you add to a landing page on your website should have one specific objective to accomplish and its content should be built around this. If you have multiple messages such as different products or services to promote, it is better to create multiple smaller videos and add them to the most relevant landing pages as opposed to having one lengthy video which tries to cover everything.
TIP 10: TEST TEST TEST
As you may know by now, here at Spiel we are huge fans of testing.
No matter, how good you think your video thumbnail, landing page design or video content is, if you don’t A/B test them in real time, you won’t know for sure what work best. So if you want to get the best out of your video content, make sure you test!