Do you have a brand video on your homepage? Have you embedded helpful explainer videos throughout your site? Do you have videos on set landing pages specific to current products, services or promotions?
If you haven’t, you should.
People will stay on your website on average twice as long if you have a video and a page with video is 50 times more likely to appear on the first page of search results than a text only web page.
Here are some tips about how to create and present video on your website for maximum impact
- Position your video at the top of the page
Make your video easy to find. It should be one of the first things someone sees when they land on a page.
Research shows that even those who don’t watch a video are persuaded by it. If, for example, only 10% of visitors to a homepage actually watch the video, conversion rates after video is added tend to be much higher.
So the very presence of a video on a web page has an influence on website visitors. This is because it improves how your business is perceived. When people see you’ve taken the time and money to invest in video it instantly builds trust and a perception that your brand is worth exploring.
2. Use custom thumbnails
If even an unwatched video has an impact, take the time to create a custom thumbnail. This adds to the perception that you’re a reputable brand to be trusted.
A relevant image coupled with a bold caption helps communicate your core message the instant someone lands on your page. And anything you can do to speed up communication increases the effectiveness of your website.
Furthermore, a bold thumbnail is likely to persuade more people to click on the video to play it.
Beyond your homepage, uploading custom thumbnails to all your videos makes them stand out in a Google or YouTube search.
3. Drop the logo ident
One fifth of viewers will click away from your video within the first 10 seconds. Don’t waste that precious time with an elaborate all singing and dancing company logo animation.
It doesn’t matter how much it cost or how cool it looks. Nobody cares about it but you.
Instead focus on your audience needs. Convey the value of the video to the viewer within the first 5 seconds. Pose a question, tease a solution, dive into a compelling story.
Do anything that hooks the audience with a message that is relevant and answers their needs. They’ve come to this web page for a reason. Give them the information they need and do it fast before you lose them.
4. Keep it short and sweet
If you’ve successfully hooked the audience to watch past the first 5 seconds, they are more likely to watch to the end. But still, your chances increase if you keep it short.
45% of people will click away after just 1 minute of viewing.
Think of the page this video will be embedded on. People have come to this page for a reason so focus on one simple message that answers their likely needs.
5. Keep your eye on the goal
Don’t loose sight of your business goal.
Remember the whole point isn’t to get people to watch your video but to get them to take action.
Whether that’s buying your product, signing up for a newsletter, or making an enquiry, keep focused on this purpose to ensure your video achieves its purpose.
Give your people an option once they’ve finished viewing. This doesn’t have to be an explicit call to action within the video. Rather have a bold clickable button below the video guiding the viewer towards the next step of their journey with you.
Video really helps you communicate quickly and effectively on your website and increases conversion.
And the great news is you can get started right now making videos on your phone.