A high conversion landing page can be the difference between your business thriving and, well, going out of business. Our current 140 character, six second video culture doesn’t make it easy, however. According to Unbounce, the average attention span online in 2012 was 8 seconds, meaning that brands must quickly grab their customer’s attention and provide a deliberate call to action lest they jump off your page to peruse Miley Cyrus’ latest Internet-breaking performance.
The best landing pages hit with a very simple one-two combo:
Target + Value = Knock Out!
A successful landing page should target not only to your desired customer but a specific action they perform to lead them further into your campaign or sales funnel. A call to action can be as simple as providing an email address or liking your social media accounts, or as high-value as a purchase request, but your entire landing page should be focused on your target customer performing this action – anything else is superfluous and will only distract your customer from the desired goal.
To convert your target audience you will also have to provide them with something of value to justify what you are asking of them. An explainer video, built to correspond with the overall objectives of your campaign and landing page, is a great way to provide value. The video could answer a common question amongst your demographic, provide tips on how to save time/money/etc., entertain, or simply pique their interest. The content of your explainer video will always be directed by the needs of your campaign, but – in addition to being good! – should explain your offer and what you ask in return. Don’t be afraid to be direct and align the video with your call to action – that is the whole point of your landing page in the first place! If your audience knows that you are targeting them, and feel as though they’re getting something of value, they’ll more than likely be quite happy to do what you ask.
Here are two more things to keep in mind when incorporating an explainer video into your landing page.
The right explainer video will drive landing page conversions. Poor implementation will kill them.
Remember, your target audience is likely to only spend 8 seconds on your landing page before they decide to bounce. The implementation of your video and call to action on your landing is therefore incredibly important. Both should be placed ‘above the fold’ and the call to action should be visible while watching the video or immediately afterwards (preferably both!).
As I said before, the explainer video should clearly reference the call to action, but don’t forget the area around your video! Clear, compelling, and actionable copy should fill space near your explainer video to reinforce your conversion goal – don’t leave your video alone on an island. Unbounce has some great examples of properly integrated explainer videos that do not feel like they were designed separately from the landing page where they sit. If you are not getting the conversion numbers you expect from your landing page, use a tool like Optimizely to quickly A/B test and improve.
You will be amazed at how much the little things can matter to your conversion rate, like your explainer video’s thumbnail image, for example. Your thumbnail image should be hi-resolution (640×360 at a minimum) and look appealing in both large and small sizes. Close-up thumbnails of faces seem to work well, but if that is not possible, pick something that helps coax viewers into watching. Just make sure your thumbnail is representative of your explainer video content – tricking your audience into clicking on your video looks desperate and will not lead to better conversion results.
The right explainer video will drive people to your landing page
Having the greatest landing page in the world won’t matter if no one sees it. Thankfully, simply having a video on your landing page makes it 53% more likely to show up on the first page of a Google search. Incorporating our 5 helpful tips to improve SEO for you video should also provide a handy boost in traffic.
These are both passive optimizations. For your landing page to convert at the rate you want, you will have to be proactive about it. That obviously means making your explainer video part of your regular social media content schedule to attract your existing audience (and hopefully their followers), but don’t neglect the value of an old-school email campaign. According to a study by The Relevancy Group , 54% of email campaigns with video content reported higher clickthrough rates, while 41% saw an increase in email sharing. In both cases, don’t embed your explainer video, but make sure it is viewed on your landing page (in the case of the email campaign, an image-link of your video thumbnail will do the trick). Your video might receive a similar amount of views, but you will undermine all the hard work you put in to craft a high conversion landing page!
via Business 2 Community http://www.business2community.com/digital-marketing/use-explainer-video-increase-landing-page-conversions-0696222?utm_source=rss&utm_medium=rss&utm_campaign=use-explainer-video-increase-landing-page-conversions
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