Conventional wisdom suggests that a landing page should focus on providing one path and one…
5 Powerful Reasons to Use Video Content on Your Landing Pages
Landing pages are of critical importance to your marketing efforts because for many members of your audience, it will be the “last stop” on their journey before they take your next desired action. You’ve gone through a huge amount of effort to prime them and get them motivated and now you’ve got one last chance to push them towards that sale. How, then, do you make the most out of that opportunity?
It’s easy: you create video content and a lot of it.
In fact, there are five powerful reasons to use video content on your landing pages that you’ll absolutely want to know more about.
1. It’s All About That Conversion Rate
The most important reason why you should be using video content on your landing page is also the most straightforward: it can generate the type of immediate boost to your conversion rate that you’d be hard-pressed to match in any other way.
Not only are people more likely to make a purchase after watching a product video than they are before, but one study revealed a single video on a landing page can potentially improve conversions by about 80%.
For this reason alone, you should be using videos on your landing pages as often as possible.
2. Video Increases the Time Spent on a Page
Another powerful reason why you should be using video content on your landing page has to do with the fact that this type of content significantly increases the amount of time someone is going to spend on your page, to begin with.
The longer someone sticks around to get exposed to your message, the longer your brand message has a chance to sink in. This, too, increases the chances that someone will develop the type of connection you need to get them to come down off the fence and make a purchase.
This will also help you reduce your bounce rate and improve your overall SEO!
3. The Trust Factor
People aren’t going to give you their hard-earned money out of the kindness of their hearts. They need to know that it’s the right decision for them to make at exactly the right moment. They’re not going to get to that point if they don’t trust you, which is another powerful advantage that video on demand (VOD) brings with it.
When someone watches one of your videos, they can hear the tone in your voice. They can see the look on your face. You’re in complete control of your marketing message from all angles. Video increases the ever-critical trust factor significantly, which makes it more likely that someone will want to give you their business sooner-rather-than-later.
4. The Ripple Effect
Using video collateral on a landing page is also a great way to extend some of these benefits into other areas of your marketing efforts, too. If you have similar content ready to go on an OTT service, for example, not only can you use those on your landing pages to get people to sign up for your offer – you can also push them towards your social media channels! You can repurpose the videos for your Facebook or LinkedIn ads to boost your traffic and engagement! This is exactly, why video content is so popular. You can easily use and repurpose them for literally any of your marketing strategies!
5. The Art of Showing, Not Telling
Again, people would absolutely rather watch a video than they would read a blog post or white paper – even if those types of content were all communicating an identical message in a very similar way. A lot of this comes down to the fact that people would rather watch a compelling video than they would read a compelling blog post.
This isn’t something to be feared, however. It’s something to be taken advantage of.
Part of the reason why this is true comes down to the old adage of “show, don’t tell.” Telling someone something – like what your product can do or why it matters – is only effective to a point. If you show them that same information, however, you allow them to draw their own conclusions in a way that is much more meaningful than any other opportunity you’re going to have.
No matter what type of business you’re running, whether it’s an eCommerce store or an SVOD platform, video can show your prospect customer how your product works in a much more effective and meaningful way than text alone could ever accomplish. Sure, people like prose and novels still sell – but there’s a reason why the vast majority of all Internet traffic is going to be video-based by the end of the decade. As a communications medium, as a form of entertainment and as a way to transfer knowledge, video isn’t just effective – it may be the most effective opportunity we have as marketers in the modern era.
Failing to take full advantage of that could potentially leave a lot of money on the table and that is one situation you don’t want to find yourself in once the video revolution is in full swing.