An Explainer Video on Your Landing Page Will Make or Break You
Video engagement is now higher than engagement with other forms of content. When it is used effectively, video captures and keeps attention which can then turn into conversions. Explainer videos are a critical asset for your video marketing portfolio. A good explainer video provides an overview of your products or services and how they work in the span of a few minutes. Where should an explainer video be placed for maximum efficacy? Your landing page is a good place to start!
Video is Perfect for Landing Pages
Landing pages are a crucial part of inbound marketing—particularly for generating new leads. The main goals of a website are to create new leads and quickly convert them into loyal customers. Dedicated landing pages are a simple and effective way to fulfil these goals. A good landing page presents information in a concise manner and has a clear “ask.”
Video is an effective way to present detailed information quickly. Landing pages that feature video can increase conversions by up to 80%. Videos increase the amount of time a site visitor spends on a page, which provides extended opportunities for conversions. It’s clear that trends are shifting to a “video first” society—people prefer to watch a video rather than read. Using video ensures that the relevant information is received by potential leads. Companies that use video see 41% more traffic from search than companies without video.
Adding an explainer video to your landing page is a natural fit. Explainer videos are versatile—they present vital information quickly and are an effective selling tool. These videos provide an opportunity to show a linear path and clear cause and effect. A visual illustration of how you can solve a customer need is an effectual way to acquire conversions.
Effective Explainer Videos Drive Sales
The power of video in your marketing strategy should not be underestimated. About 50% of internet users search for videos associated with products or services before going to a physical store. A staggering 90% of users considered product videos a helpful asset when making a purchasing decision.
Successful explainer videos are succinct. They provide the most value for users compared to the amount of time spent viewing. In a few minutes, a customer can be educated on a product or service. An explainer or product video should showcase a problem and how your product or service provides a solution.
Explainer videos are especially valuable for companies that are just starting to implement video or have a smaller budget. If you are limited by budgetary constraints, an explainer video can provide huge returns with a relatively small investment.
Why an Explainer Video?
Explainer videos should provide useful information, but it doesn’t mean they can’t have personality. Videos that showcase your product or service can be relevant but entertaining. This can be in the form of an amusing voiceover, creative animation, or even memorable music. A video that is unique will stay with a customer longer. Explainer videos provide the opportunity to reinforce your brand through the script, visual branding, and overall look and feel. Videos build trust and bring in the humanity behind a product or service. 57% of consumers gain more confidence to purchase online after viewing a video.
If there are some complicated elements of a product or service, explainer videos act as a tutorial. Seeing a visual representation of how a certain element works can help simplify a seemingly complex aspect of your product. 93% of companies that use video have seen increased user-understanding of their service or product and 45% of businesses that use video feature an explainer video on their home page.
Most explainer videos run a few minutes in length. Because of this, they are easy to adapt if a new feature is launched or there are some updates to a service. This is especially simple if the video and voiceover are recorded separately. It may seem like explainer videos have a limited audience, but they can be very useful for existing customers as well—especially if there are updates and new features that may have a learning curve.
More and more online users turn to video rather than reading lengthy text. To capture the attention of these users, video is essential. Landing pages are a commonly used tool to drive traffic to a site or showcase a particular product or service. Integrating an explainer video on a landing page has been shown to provide a huge boost in conversions, the amount of time spent on a site, and overall site traffic. Explainer videos are an excellent choice for landing pages because they can accomplish so much in a few minutes. Explainer videos primarily showcase how your product or service addresses a customer need, but can do so while reinforcing branding and personality. If you aren’t already using video on your landing pages, make it a priority for 2018!
Do you find that videos on a landing page grabs your attention? Comment below and let us know!