Sparksight features Wendy Dessler from Outreachmama with a guest post on creating a successful landing page. Check out her tips and tricks below!
Why Using a Video For Your Landing Page is a No-Brainer
The landing page is one if not the most important aspects of the visitor experience. They either bounce right off your site or actually hang around for a conversion, and it’s ultimately up to you. The many positive components of videos have definitely been proven with the ability to split A/B test and get documented results.
Image Source: Pixabay
The facts are in and videos turn visitors into buyers or at the very least keep them interested to stick around to check out your product. This time spent is not in vain. Any extended period a visitor spends on your landing page lets google know that your page warrants ranking.
1. How to Engage on your Landing Page
There is not one person on this earth that does not like a story. Using a type of narrative to illustrate your objective is the one most important factor in keeping your audience engaged and on your page.
What is the Problem?
The user has arrived at your landing page because of a product they are interested in and they feel it might solve their problem.They key word here is might, the problem should be the main component of your story and what the video should focus on to solve. How will your story be able to pull the customer’s heart strings to believe in your product?
Who are you talking to?
Having the customer deeply engaged into your video will only happen if they feel it is relevant to their life and can actually see themselves in your video. The goal is to connect with your customer and bring their frustrations into the context of your product. Researching your audience and understanding their pains and preferences will give you an understanding on how to pull this off.
Emotions Win Conversions
Many people hypothesize that creating graphs and having evidence to back up any conversion is the best method to pave the way toward the big bucks. This is the farthest from the truth as emotions are the foundation of our decision making.
2. Video Boosts SEO Success
A successful landing page contributes to your overall SEO rank in which video can play a major role. You want your video to gain traffic in order to maximize any conversions and this can be done by a definite SEO guide or trial and error. The fact is, if your product cannot be found then obviously it will not make any conversions. So what are the best ways to gain traffic to your video?
Enhancing the Keywords
Keywords are just as important in video as they are in copy. They can drastically impact your ranking positively or negatively depending on how you strategically leverage them. Many people take for granted the power behind media and video in the Google search. The truth is that not only are you able to exploit search engines you get the YouTube traffic as well.
The Description of Your Video
The video description is extremely important for keywords and also for anchor links. It is important to use split A/B testing to see what anchor links and keywords work the best in your conversions. Keywords are not only important for ranking but they are important for what the customer reads and digests. Also, these researched words show up in the video thumbnail and this is very important when posting in locations such as Facebook.
3. Landing your Customer, from Start to Finish
Courtesy, time, and statistics are key to conversions. Each plays a critical role in the success of any video on your site, but if you lose them on the landing page, they’re gone for good. It’s critical to make a great first impression and these three tips help you bring your customers deeper into your website.
As many users access video on their phones and in public, the autoplay button is often simply annoying. Take care to avoid irritating your viewers and causing them to flee for the back button at the first sign of audio or a video. While most people that have educated opinions in this area, will argue that it is mostly aggressive to the user and opt to not use autoplay; the best way to test what works is to do split A/B testing.
The length of the video is more important than you think. A recent article stated that around 20% of users stopped watching after 10 seconds and around 44% stopped watching after 60 seconds. This gives you a broad area to baseline test with your ads at probably around 30 or so seconds for the best length of your video.
Many people merely scratch the surface of understanding the statistics involved in landing page data. From experience, if you do not know every single thing happening from when the user arrives on your page and leaves then you are wasting your time and money. Understanding the consumption of content from the video and metrics on your site and page is crucial in order to readjust or fix when needed
This is not a quick or easy feat. If you cannot do it yourself it is best to hire a contractor and manage their time spent remotely with a time clock monitoring software such as Clockspot.
What’s your landing page strategy? Share your advice with the community in the comments below! Big thanks to Wendy for the awesome guest post!