How Adding A Video To Your Landing Page Can Increase Your Conversions

It's common knowledge that adding video to your website or sales funnel will increase conversions, increase the viewers retention of information and are easily shareable online. But adding video to your landing page (or homepage) has some particular advantages that you may not know about. 

**Side note: I personally subscribe to the idea that all businesses selling a product or service should be utilizing a landing page, but that is a topic for another blog post ;) If you cant wait and are eager to know more about landing pages and how they can help your business check out this guide.**

I came across an excellent article by Joe Forte of D-Mack Productions about some the benefits of adding video to your landing page. In his article, he notes that you can:

1) You Can Make Your Case Faster With Video
2) Video on Landing Pages WorkS Well on Mobile
3) Video on Your Landing Pages Focuses Your Audience
4) Video on Your Landing Pages Can Attract Attention Faster
5) Video Landing Pages Have Excellent Retention
6) Video on Landing Pages Can Be Easily Shared on Social Media

But there were a few other key benefits to adding video to your landing page or homepage that are worth mentioning: 

Adding video to your landing page will boost the likelIhood of you ranking on the 1st page of Google.

Yeah, you read that correctly. Google gives more preference to pages with video because they increase your sites quality score (Googles algorithm for determining that appears on their index). A video can convey more information, more effectively than any other media form thus increasing its score when google crawls the site. According to a Forrester study, “Pages with video are 53 times more likely to rank on the first page of Google search results.”    
 

Video on your landing pages increases the time spent on a page.

And more so than you think. The average user spends 88% more time on a website with video than without according to Forbes. And with the increased retention rates mentioned in the above article, it dramatically cuts down the time it takes for your prospects to get to know you, like you, and trust you, increasing your purchase rates. Time spent on your website is also counted in your quality score.

Video on your landing pages reduce bounce rates.

If this is the first time you're hearing the term, a bounce rate is the percentage of visitors to a page who navigate away from the site after viewing only one page. Measuring your bounce rate is key for identifying where and on what pages problem spots (dead links, slow load times, boring copy, etc) are creating friction for your site visitors. So since video is way more engaging naturally it encourages the visitor to spend more time on your site, builds brand trust and  makes your visitor want to do more research into your product, extending their time on your site and encouraging them to view multiple pages. 

Now it is also important to note that you can utilize many different types of video on your landing page. Testimonials, product descriptions. explainers, company culture, and promotional videos are all very effective on landing pages. If you've already got video or have budgeted for video production in the future, planning on using your videos on your landing pages gives you more use for your video then just a simple post to Facebook, or an embed on your product page. Working with a professional video production team, you can craft multi functional content that you can integrate into your marketing strategy immediately and start increasing conversions.