Attention spans are at an all-time low. You'd be lucky to get 8 seconds of dedicated attention out of a person in today's fast-paced hyperactive world.
This brings us to video, an easily digestible medium preferred by many.
The popularity of video content is evident because YouTube is the second most popular search engine behind Google.
So, if you are selling anything, that's right; literally, anything incorporating a video into your landing page will improve engagement or, at the very least, provide another option for visitors to learn about your product.
In this article, you'll learn how to use video on your product landing pages and generate more sales.
Why Should You Use Video on Product Landing Page
As a business, your goal should be to boost sales. Using video content on your product landing pages can do just that; let's check out some numbers below.
According to Statista, YouTube has more than 2.3 Billion users worldwide. So, people love video content that much we know.
The ability for video content to influence purchasing decisions is pretty pronounced if we consider the following stat: 80% of consumers make a buying decision after watching a product video.
And, 60% of marketers use video marketing to boost their conversions. So, if you are not, now would be the time to get started.
Moreover, marketers that use video marketing see a 34% higher conversion rate.
Benefits of Using Video on Product Landing Pages
Your landing page allows you to inform and educate visitors about whatever it is you are selling. It focuses on a single objective: Getting as many conversions as possible.
Video can help you achieve that.
Video can display and describe your product much better than text alone, and video is the next best thing after an in-store experience with the product.
Let's dive into the benefits of video on a Product Landing Page
Video Content is Easy to Consume
One of the prominent reasons why video performs so well in marketing campaigns is because it appeals to lazy buyers. Video is a passive experience; all the person needs to do is kick back and watch. How easy is that? Reading lines of text requires more of a commitment from the prospect.
You'd be hard press to find a better delivery vehicle for your marketing message than video. Plus, with access to fast mobile devices, busy consumers can find video anywhere even while on the go.
So, with video on your landing page, you make it easy for anyone with a slight interest in your product to learn more about what it has to offer.
Videos are Engaging
A landing page's primary objective is to get conversions. And, to achieve that, you first need to engage your visitors so that they learn how your product can benefit them.
Videos make it easier for you to illustrate the PROBLEM your product solves, and ultimately that's the only thing anyone cares about how your product will solve their problem.
Videos tend to be more engaging than text and images as they combine sound, text, and visuals in one format.
According to research, consumers are 10 times more prone to interact with a video than text. And, more engagement means higher chances of getting sales for your business.
People more often prefer watching video over reading text as it gets the point across while again requiring minimal to no energy on their part.
Moreover, it's easier to absorb information with video as opposed to a block of text. Many will skim over your copy to save time, and this leads to essential product details getting skipped over, but an engaging video gets seen start to finish.
So, you have better odds of explaining your offerings with video, which will eventually help your sales.
Video Builds Brand Association
Brand association is another fantastic benefit you get with video. It's easier to make a buying decision when the consumer recognizes the brand.
And video allows you to showcase your branding visually and appealingly, letting your brands' personality shine.
The fact is, a video can increase your brand's recognition by 139%. And, having a recognizable brand almost always pays off in the shape of more engaged prospects.
Videos are More Descriptive
Long blocks of text aren't user-friendly. Sure, you can include lots of images; still, it doesn't quite reach the effectiveness of a well-produced video.
Video permits you to add as much detail as you could want about your product because people tolerate large amounts of information when served to them in an easy-to-consume video format. On the contrary, large blocks of text will have your visitors returning from where they came from.
For instance, you show your prospects how to use your product in less time and more effectively. Im sure you've heard the expression, "Show me, don't tell me."
Probably the most effective way to showcase a product's features and benefits is an explainer video. You can talk about the problem your prospects might be facing and then propose a solution in the form of your product or service. People always want to learn about how to solve their problems, so using a video illustrating how your product can solve their issue will surely boost product conversions.
According to research, around 85% of consumers are more prone to buying a product when they see an explainer video of that product.
So, once you get your prospects on your landing page, grab their attention with a great video thumbnail and tell everything about your product in a fun, interactive way.
We'll be talking about creating a thumbnail that your visitors would want to click on later in the article.
By providing detailed information about your product in a brief explainer video, you'd be helping your prospects make a confident buying decision.
Videos Explain a Product Better
You want your prospects to know about your product even if some of its features are complicated. Text and images aren't that effective when it comes to explaining something intricate or new.
Thanks to the visual nature of the video format, you can explain your product effectively. And, as you present your product better, the prospect's understanding of such product also increasing leading to a more informed prospect that's that much closer to making a buying decision.
So, it would be safe to say that you have a better chance of communicating your entire message by using video.
Videos Help Your Landing Page Rank Higher on Google
Generally, a landing page with a video on it tends to rank higher than a non-video landing page.
There are quite a few SEO factors that are at play here. We'll discuss them later in a separate section.
The vital thing to know for now is that video boosts your landing page ranking, bringing more traffic to it.
And, traffic is what you need to boost sales, right?
Videos Get and Retain People's Attention
Engagement is what all the brands are after. If you want to drive conversions for your brand, getting people engaged should be your first goal.
One great way to attract and retain prospects' attention is by using an engaging video on your product landing page.
Probably the only way to drive decisions from prospects is by effectively communicating your brand message. Video lets you accomplish that.
Video also keeps your visitors on your landing page longer (boosting SEO); this helps them absorb your message, helping the sales process.
In an era where people have an attention span of 8 seconds on average, video can make your potential customers stick longer.
With an engaging video, you can retain your audience and help them make a more informed decision about the product.
To make a landing page video effective, make sure you place it in a position that gets instant eye-balls. This way, people that aren't inclined to reading text will engage right off the bat.
Most People Prefer Video over Text
The simple and understandable reason anyone would prefer to watch a video over text is that they get double the information in less time and with less effort on their part.
No matter what industry you are in, it would be best to consider allowing your prospects to choose how they want to consume the content. Providing both text and video gives you flexibility and better odds of satisfying a customer's preference.
Here is a supporting fact: Wyzow's research suggests that 79% of consumers prefer to watch rather than read.
Moreover, the 8-second attention span is worth mentioning again. With such a short attention span, a video seems to be the ideal choice for the shoppers of this era.
As videos are more visual and engaging, they keep your landing page visitors hooked to whatever you are trying to convey to them.
And, the more you can convey to your prospects, the better your chances of generating sales.
Videos Build an Emotional Bond with the Viewer
One of the most impactful strategies for brands is establishing an emotional connection with the prospects.
You have a much better chance of building an emotional bond with your visitors by using video.
This is especially true when you use visual aids, human voice, and animation in your videos.
Here are some strategies to make that emotional bond strong:
Consider telling your brand story concisely
Identify and evoke the emotions of your viewers
A/B test voice-overs to land on the one that gets the highest engagement
You want your potential customers to feel good about your brand and product, right? Video helps businesses to achieve that quickly.
A strong emotional bond isn't only great for sales, but it also keeps your prospects loyal to your brand.
So, make sure you include a video on your product landing page that capitalizes on the emotions.
Videos Boost Conversions
Probably the main thing you're looking to achieve with your landing page is conversions.
On landing pages, most if not all actions should lead to a conversion; whether it is a sale or a registration, the landing page should be pushing for a set goal.
Video tends to achieve that relatively effectively. It allows you to address prospects' emotions, describe your product in detail, and keep them engaged while finally introducing the call to action (CTA).
Video Content Has Proven to Bring Results
A persuasive copy and appealing images might bring you great results, but video marketing allows you to widen your reach while spreading your messaging.
Including a video on your landing page that gets visitors' attention, engages them, and inspires action can bring you great results.
Look at these facts as evidence.
Said differently video content is easy to consume and effectively delivers your message; it brings impressive returns for your business.
But, of course, you'd have to use the correct type of video in the right way. We'll be discussing this point later in the article.
Tips to Boost Sales with a Product Landing Page Video
There are a few best practices that can make your landing page video significantly more impactful. Let's discuss them.
Put Your Video Above the Fold
Video will trigger a prospect's engagement; therefore, you should put it above the fold.
This means when someone lands on your page, they should see your video and be able to click on it without needing to scroll.
Keep Your Video Short and Concise
While using a video on a landing page increases the dwell time, it shouldn't be too long.
Remember, people these days have a historically low attention span. Since video grabs attention, it's probably your best bet at keeping them hooked.
So, keep a good balance of conciseness and length to improve the dwell time (for Google ranking) and converting visitors.
Create a Compelling Thumbnail
Your video thumbnail essentially decides whether a visitor clicks on your video to watch it or not. So, creating an actionable thumbnail is vital.
How to Nail Your Product Video Thumbnail?
Let's see how to create a thumbnail to tempt visitors to play your video.
1. Keep Your Thumbnail Text Short and Easy to Understand
While a human face with a smile on a thumbnail adds credibility to a video thumbnail, don't forget to include a short yet concise text.
Plus, your visitors shouldn't have to read it twice. It should be easy to understand for everyone.
2. Keep it Relevant
This goes without saying but is worth mentioning. Keep your thumbnail to the point. You don't want your prospects to think about anything other than what they are about to watch.
Talk about your offer in an engaging way and keep everything simple and easy to understand.
3. Use Complementary Colors
Colors are an essential part of your landing page design. Use complementary colors that are easy on the eyes of the viewer.
Using the right combination of colors will impact your visitors positively. You can use the color wheel to land on the best combination.
4. Be Consistent
Keep your design and content consistent throughout the thumbnail. Add short and subtle branding graphics.
5. Test and Analyze
Lastly, don't settle even if you see good results. Keep testing, analyzing, and improving to achieve even better results with your thumbnail.
If you embed a YouTube video, you can track your click-through rate to see if your thumbnail is working well.
Direct Landing Page Visitors to the Video with Visual Cues
If you are using a video at the top of the page, you don't need visual cues to direct users to it.
However, if a visitor has to scroll down even a little bit, consider adding visual cues to direct them to your video.
Your attractive video thumbnail should do the rest of the work.
Use Subtitles
Subtitles allow users to watch the video without sound. A large majority of your prospects might be visiting your page on mobile.
They might not want to listen to the audio. Use subtitles so that they can consume the video without having to listen to it.
Avoid Using Autoplay
Video autoplay can interfere with your visitors' on-page experience. You don't want to come too strong with your video. The goal, after all, is to provide the option of a video but heck, if they prefer text, then, by all means, allow them to read peacefully.
Avoid autoplay and create a powerful thumbnail so that they want to click on it themselves. If autoplay is a must, then at least keep the default audio setting on mute.
Focus on Your Product's Benefits
If you have already heard this, it still doesn't get said enough. While it's essential to describe your product's features in a video, benefits are something that your prospects can better relate to.
Tell your video viewers how your product is going to add value to their life. Sell benefits, not features.
What you can do is, describe a feature and tell the benefits they will get from it.
Focus on One Goal
With so many things to talk about on a landing page, it's easy to get distracted from the primary goal. Even if your content strays away just a little, you risk losing conversions.
Keep your video focused on one goal. If you want your visitors to make the buying decision right there and then, make sure your content is laser-focused on that.
For instance, don't talk about your newsletter when your goal is to make them pull their wallets out before leaving your page.
Include Actionable, Simple, and Short Call-to-Action
Your call to action is probably the most critical part of your video. You've made your visitor watch your video till the end. Now would be the time to convert them using an actionable call-to-action.
It should be short, simple, and compelling.
A/B Test Your Video for Better Results
Testing a video for results is as vital as any part of video marketing. Your video might produce good results, but it's never perfect.
Keep on testing it for click-through rate, engagement, and other metrics and address any loopholes or pinpoint ways to improve.
Best Types of Videos for a Product Landing Page
While a product explainer video is probably the most prominent one, other types can bring you great results.
These include:
Customer-generated review video
Product demo video
If you have existing happy customers, they can prove to be your brand ambassadors. You may not need to produce an explainer video, especially if your product doesn't have any complicated features.
Customer testimonials build trust and credibility with your potential customers. Not only that, but they also make the hesitant ones go through with the purchase.
When someone hears the things you want them to hear from someone like themselves, it's only going to help them commit to the purchase.
A product demo video is when you showcase your product/service in action. Of course, whether you can make a demo video will depend on the type of product.
But, if you can show it in action, it can substantially improve your conversions.
SEO Benefits of Using a Video on a Product Landing Page
Search engines like Google have become overpopulated with landing pages trying to sell products in almost every industry.
As it gets more challenging to rank a product landing page on Google's first page, you need to up your game a little.
How do you do that? By incorporating a fantastic video on your product landing page. Video tends to boost your SEO efforts and pushes web pages up on the search engine results pages.
Let's see how a video can help the SEO of your landing page.
Video Increases Dwell Time
One of the significant SEO benefits of using a video on a product landing page is an improved dwell time. Dwell time is simply the time your landing page visitors spend on your page.
While they might skim through a long block of text copy, an engaging video with detailed information about the product will keep them hooked.
When they spend more time on the page, irrespective of if they buy your product or not, you get a boost in your Google ranking.
Google's algorithm considers dwell time a significant ranking factor. So, The longer you can keep your visitors on your landing page, the better.
But, that shouldn't mean you keep a visitor watching an endless video for the sake of Google rankings.
You don't want to compromise your conversions for a longer dwell time. Keep your videos concise and comprehensive at the same time.
Keep your video content focused on one thing: Educating prospects about your product in an effort to make a sale.
Anything that drives their focus away from your product or the benefits of owning it will only hurt your sales.
The point is, video retains your visitors on your landing page longer, helping you rank higher in search engine results pages (SERPs). So, if you are not using it on your product landing page, it's never too late.
Video on a Product Landing Page Reduces Bounce Rate
Bounce rate is somewhat related to dwell time. Longer visitor retention is the opposite of a higher bounce rate.
When someone lands on your landing page and bounces back without taking any action, it adds to its bounce rate, and this sends a bad signal to Google (the content is not what im looking for)—potentially hurting your rankings.
You don't want to send your potential customers away. So it would help if you reeled them in from the start. How do you do that? Bingo! Video helps in both situations, reeling in the prospect and reducing bounce rates.
Why does a high bounce rate hurt your Google ranking? Because the amount of time visitors spend on a landing page determines if it's user-friendly or not.
A bounce rate lower than your competitors tells Google that you deserve to rank higher than them.
So, you get bumped up the search results, considering your landing page is up-to-the-mark as far as other SEO factors are concerned.
When attracting the right people, using a user-friendly layout and high-quality content is a must; placing an engaging video at the top can be a game-changer.
A Product Landing Page Video Generates Social Shares
Social media has proven to be a source of generous traffic for websites and landing pages. The best thing is, you don't have to invest a penny in spreading the word around.
Users tend to share videos more often. People share videos 1200 times more than text. This means you can get your landing page videos in front of social media prospects as well.
Just use social share icons with your video on the landing page, and you'll see a rise in the eye-balls that see it.
As social shares generate hype about the content, you might also see a ranking boost in Google. And, an SEO boost means organic non-paid traffic.
A Landing Page Video Can Improve Click-Through Rate
Click-through rate is simply the number of times people land on your page through the Google search results page.
According to statistics, Video landing pages get a 41% higher CTR than results with plain text.
A landing page with a video tends to get more search clicks, meaning more people follow through to visit your page. In other words, while your page impression remains the same more people click and see it.
The higher click-through rate is partly because a landing page with video tends to rank higher in Google. The higher your ranking, the more probable the click; not many people go past the 1st page of search results.
Here is another encouraging point: As your click-through rate climbs, Google pushes your landing page further up in the results. You should look at clicks as votes in your page's favor telling Google, hey, we like this page enough to click on it and stay here for a while.
When using video, make sure to embed the video on your landing page. If you only put a snippet with a link to another video hosting site, you won't do any good to your landing page's Google ranking.
How to Optimize Your Product Landing Page Video for Google?
Transcribe Your Landing Page Video
While your landing page text should be enough to give the necessary information, transcribing your video can help too.
Look at it this way: Transcribing the video allows for relevant keywords to populate the page, giving Google clear indications of the content within the page.
Use Keywords
Keyword research is probably the most crucial part of search engine optimization. But, how does it apply to a landing page video?
Same as for images, Google indexes videos based on their title and description. You see, Google bots rely on your text description to index video correctly.
So, to make it rank higher for relevant search engine queries, include your main keyword in the title, file name, and description.
A simple, effective, and free keyword research tool is Google search. Just put in the main keyword in the search bar, and you'll see a list of recommendations.
Source: Google.com
Host Your Landing Page Video on YouTube
While there is a chance the visitor might redirect to YouTube and watch it there, you'll still get the benefit.
You see, Google owns YouTube. There is a high chance that your YouTube video might get ranked on Google as well.
What you can do is place a backlink of your landing page in the video description on YouTube and embed the video into your landing page.
So, even if someone watches it on YouTube, they'll have the link to see your offering and purchase your product if they wish to. Not to mention backlinks are also critical in boosting SEO.
That said, it's not common for landing page visitors to leave; after all, an embedded YouTube video plays perfectly on your landing page.
In either case, there is nothing to lose for you.
Final Thoughts
With the inception of YouTube and social media platforms, video has been the favorite type of content of internet users.
No matter what type of business you are in, you simply can't ignore the impact a video can have on your landing page conversions.
A product landing page video not only boosts your Google ranking but also engages visitors with your offerings.
You can explain your product better with a video, which eventually leads to a higher conversion rate. But, your video should be compelling enough to drive action.
To maximize the impact of your landing page video, make sure to:
Put it above the fold
Write relevant keywords in the title and description
Transcribe the video
Keep it short and to-the-point
Design a compelling thumbnail
Keep your video prominent
Use subtitles
Avoid autoplay
Focus on benefits of the product
Include an actionable call-to-action
Keep testing and improving
You can use a product explainer video, a testimonial video, or a product demo video on your landing page to help your sales.
We've established that a landing page video can substantially improve your sales, regardless of your product. Just make sure to implement all the best practices so that you get the most out of this fantastic conversion strategy.