Benefits of Having a Landing Page Video
Goldfish have an average attention span of 9 seconds. And according to TIME magazine, humans have an average attention span of 8 seconds. If something doesn’t catch our attention within 8 seconds, we will push it to the back of our minds— your audience treats your landing page the same way. So, what does this mean for you? Your landing page must capture and hold your viewers’ attention! Having a video on your landing page can do this for you, and more. Here are some benefits of creating a landing page video:
Higher conversion rates and retention rates
The goal of your landing page is simple: to convert. You might have known that having a landing page video can increase your conversion rate by up to 80%, but have you heard that landing pages with a video have nearly 800% more conversions that the exact landing page without a video? The numbers don’t lie: the benefits to having a video on your landing page are overwhelming.
Lower bounce rate
Think about it: when you navigate onto a landing page, you click away if you’re not interested. You also click away if you see a huge chunk of text that will take more than a couple seconds to read. Having your website users click away immediately, or “bounce,” will increase your bounce rate. This is something you definitely don’t want; it harms your SEO!
Not only do you want to grab people’s attention, you want to grab their time. While you may think that reading would be more time consuming, research has shown that readers only consume 20-28% of text on a webpage. However, people tend to stay on online videos between two to five minutes… and the top 5% of videos retain viewers down to the last second!
1.8 million words
If a picture is worth a thousand words, a 60-second video is worth 1.8 million words. But, watching a video is so much more engaging than sitting and reading for hours! It’s also more memorable and more persuasive than a block of text. With something like an explainer video you can show, instead of tell, complex concepts simply.
Additionally, when you feature members of your brand speaking directly to the user, you create a personal connection with your viewer. Users get to put a face to your company, which builds trust and credibility. This tells your audience more than a chunk of text could ever say!
People like watching videos
According to MindTools, over 65% of the population are visual learners. The human brain even processes visuals 60,000 times faster than it processes text! Going beyond statistics, video is much more shareable. There’s a much higher chance that someone will see your video and send it to their friends. Hey, you might even go viral.
Pro tip: know your audience
While there is no such thing as an universal formula for success, having a video on your landing page can be pretty close— if you know your audience. To maximize your ROI, you’ll need to know what’s applicable to your target demographic, what will motivate them to take action, and where they are in the buyer journey. Keep in mind who will be watching your landing page video before you start conceptualizing it!