Tips and Tricks for Video Landing Pages

Tuesday, June 9, 2009

If there's one common discussion on things to test with your landing pages, it's whether or not to use video.

Video tutorials for software, repurposing commercials for beverages, and other versions of video can be used to show a user that a product a real, and even more, it's great. Hey, even dentists are getting into video.

In general, websites are seeing an increase in conversion rates from video in the 1-2% range, but can go as high as 12%.

Different ways to use video landing pages:
º Event testimonials, shot at your event during networking breaks
º Membership website walkthroughs
º Membership website tutorials
º Book introductions by the author
º CD or DVD clips
º Email newsletter introductions

Tips for your video landing pages:
Keep the video under 10 minutes – if a user feels like they can reach the end of the video, they will stay longer and pay attention longer

Video sells video – if you're selling a video product, it's a no-brainer to slice it up into promotional videos

Don't go crazy over quality – tons of publishers and marketers tout the Flip Mino as the best thing since sliced bread. It's small, it's high quality, and it's all you really need to start. Getting caught up in the details will only cause delays.

Keep it real – research shows that the fancier you get with editing, the less conversions you get. That means all those animations, voice-over and layover text have to go. Keep it simple, don't distract your user.

Make it personal – Video lends your site authenticity. It can help relieve some anxiety of online buyers by lending a face or voice to your product or company.

As always, the key is to test, test, test.


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