YouTube is often called the internet’s ‘second search engine’ due to the popularity of online videos.  The ease with which we consume video content can be turned to a business’s advantage. Recent studies have shown that users are up to 85% more likely to buy a product after watching a video, that’s a huge increase in conversion rates.

One of the best places to level this advantage is on your landing page: the welcome hall of your website. It’s where your users make their first impressions, and decide whether to click through to deeper pages or not.

Appeal to a diverse audience

Huge numbers of studies have been conducted into the way human beings learn and consume information in different ways. We have people who learn best by seeing, people who learn best by hearing and people who learn best by doing. By including a video on your landing page, alongside relevant text which covers similar ground, you can be sure that you’re going to hold the attention of a wide base of users, whether they prefer to gather information by reading or watching.

A warmer welcome

Even to those customers who do prefer to gather data from reading, a video provides an extra dimension to your brand. Text is just that: text. Videos provide a ‘face’ and a ‘voice’ to your brand. Feature a video which is both informative and warm, useful and witty, and you’ll gain customers’ trust and respect so much more than through text only. Videos have the added benefit of making sure that users stick around on your website that little bit longer than they might otherwise, which gives your brand message longer to sink in.

Not just any video

Of course, all of this only applies if the video you feature on your landing page is high-quality, engaging content that your visitors want to sit through. A great landing page video needs to be professional, well-scripted, interesting, and just the right length. Getting this right is paramount to your success, and could well be the deciding factor on whether your users convert.

We’ve got lots more advice on how to use video to maximum effect.  Get in touch.

Jo Dec 12th, 2017

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.