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19 Mar
Video on Landing pages

Posted by Chuck Bankoff On March - 19 - 2010

Video can be a powerful digital marketing tool or an unwanted nuisance depending on how it is used. NEVER start playing the video automatically when the visitor arrives on the Landing Page!!!

No one likes a commercial forced on them. The visitor just may not be prepared. In fact visitors might be in the work place and might bail as soon as unexpected sounds start blaring from their computer. They may want to scan the page before investing in the video, or simply adjust their speaker volume. The quickest way to shut down an unwanted video is to close the web page. That is the last thing you want.

There are many reasons to use video; to educate, to demonstrate, to entertain and become viral… One of the more successful commercial applications of video on a website is the “As Seen on TV” scenario.

  • The purpose is not to sell, but to brand and reassure the visitor that they are in the right place
  • Use a shorter version (30-seconds or less) than the original TV version
  • Typically works best on the top left side of the page or in a featured area

Video Testimonials are another very powerful tool. There is evidence to support that amateur video of a real person is more credible than professional video of a model. Not all video should intentionally be poor quality, but in the case of testimonials, or product demonstrations, it does give it a sense of realism.

Virtual Spokespersons are another potentially effective opportunity to establish interest in the objective of your landing page. Adding a virtual spokesmodel to your website can not only increase conversion rates but also add a personal touch. A recent B-to-B study found that 79% of respondents found great value in video and believe this format is an effective tool that enhances brand awareness, educates customers, underscores the value of products and makes online content more compelling (KnowledgeStorm/ Universal McCann).

Video on the web is becoming more mainstream and more important on the web. However just like the copy on your landing page, the video hast to be concise and interesting. At the end of the day, you are still dealing with the attention span of a 6th grader.

Learn all about the key factors to successful web conversion for your company’s web site.

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About the author: Chuck Bankoff
Chuck Bankoff is a WSI Certified Research Analyst, and has certified other WSI Consultants around the world in Landing Page Design and more


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