Why Add Videos To Your Landing Pages?

Tulip Turner
Content Editor
Camera recording video

If you’re not using videos as part of your video marketing strategy, it’s time to start keeping up. A whopping 81 percent of businesses use video content as a marketing tool, and this number is only rising.

In fact, more than half of all marketers name video as the type of content that brings them the most ROI.

In particular, if you are looking to increase your conversion rates and sales, you should be using videos on your landing pages. Following are X benefits of using videos on your landing pages.

Image, Renderforest

1. Explain Your Services or Product Benefits

A video gives you a chance to explain what your service is about and what you have to offer. Many visitors don’t have time or just aren’t in the mood of scrolling through your landing page and checking out all your features.

In general, many people prefer watching a video to reading text.

A video can also allow you to visually explain your product benefits. You can show people how your product works and how they will benefit as opposed to simply telling them.

Seeing something visually can allow people to absorb information better. Videos help people retain information - in fact, video has a retention rate of up to 95 percent, while textual information has a retention rate of only 12 percent.

2. Build Social Proof

There are two types of videos you can put on your landing pages - explainer videos and testimonial videos. However, you can certainly combine the two in one video.

In the previous section, we discussed how videos can allow you to explain your product’s benefits and services. However, videos can also allow you to build social proof.

Testimonials are important for building brand authority and increasing trust, and video testimonials can be more effective than written testimonials.

This is because videos can invoke more emotion than text. With video testimonials, you can tell a story.

You can feature satisfied customers who have been helped by your service or benefited from your product. This makes everything more real and personal.

People can feel an automatic relationship with someone who is in the same boat as them. By showing how others have been helped, you have a better chance of convincing your visitors.

You might be interested to learn that people trust reviews and testimonials from fellow consumers more than recommendations from family and friends.

3. Increase Your Conversion Rates

The bottom line is that including videos on your landing pages can increase your conversion rates. In fact, according to Forbes, including videos on your landing pages can increase conversion rates by an astonishing 80 percent!

Some more statistics from that Forbes article: 90 percent of customers say videos help them make purchasing decisions, and 64 percent of customers are more likely to buy a product after watching a video about it.

Even if you are a B2C business, you should be using videos. A whopping 59 percent of executive decision makers prefer to watch a video about a product or service rather than reading about it.

4. It Can Increase Brand Recognition

Videos are a great way to build up your brand and build brand association.

By using the right logos and slogans and showing the right product visuals in your videos, you can increase brand awareness.

5. It’s Great for SEO

Videos are great for SEO. According to Forrester Research, in fact, video content was 50 times more likely to get organic page rankings in Google!

While this might not be relevant if you only plan on promoting your landing page with paid advertisements, it can be very helpful if you are aiming to get organic traffic.

Organic traffic can lead to a higher ROI, as you can get more visitors and sales without spending more money.

Even if you are using Google Adwords or Facebook Ads to promote your landing page, you can get more clicks by including a call-to-action in your ad telling people to “Click here to see how” or a similar call-to-action.

6. It Can Lead to More Social Shares

Videos get shared much more than regular content - they get shared 12 times more than text and images combined!

If you want people to share your landing page with their friends and family on social media, consider including a video.

Of course, you don’t want to make your video too salesly or promotional, or else no one will share it.

Instead, focus on providing value and creating a video that is fun and interesting to watch.

7. Videos Can Lead to Lower Bounce Rates

Videos, along with video transcripts, can cause people to spend more time on your site.

People often quickly look at a page they land on and then leave if they don’t find it interesting. By including a video along with your text, you can capture people’s attention quickly.

Before we end off, here are some important tips to keep in mind when including videos on your landing page:

  1. Keep it short and sweet: Don’t overcomplicate things by making a long, drawn out video. Keep things short and to the point; nobody has the patience to watch an entire Powerpoint presentation or a 10-minute video.
  2. Place it correctly: Videos that were placed top and center had a 32 percent higher conversion rate than videos placed on the bottom-right.
  3. Don’t be annoying: Don’t have loud, automatically-playing videos that start as soon as someone visits your page. Remember that some people may be in a quiet environment, and they will leave if their computer suddenly starts blasting. Also, make it possible for users to rewind or skip to a later part of your video.
  4. Be personal: As mentioned, don’t be too promotional or saley. Feature testimonials and stories from real people.

Wrapping It Up

So there you have it - seven reasons why you should include videos on your landing pages.

It’s worth investing in a professional video, considering the potential ROI you can get out of it.

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