Using video on a landing page can increase conversion by up to 86%.
This statistic comes from a study by EyeView on various ecommerce sites.
In the study, two different variations of the same website were built, with 50% of the traffic being directed to a landing page with an embedded video, the other 50% directed to a page without.
The website that achieved the largest conversion rate (86%) was an online tutoring service. This is clearly the type of company that would naturally benefit from a landing page video, as most of its content is likely to be delivered via that medium anyway. It’s a free ‘sampler’, a way to show how professional and useful your service is before the visitor has signed up for a subscription.
Video is one of the best and most persuasive of all visual tools as it’s capable of delivering large amounts of information quickly and succinctly. Especially if it's about a new service or product.
In the late 1990s the Philadelphia Inquirer published a series on “the dramatic raid of Mogadishu”. It evolved into a book and a movie called, as you may have already guessed, ‘Black Hawk Down’.
The initial extended feature first made its debut in print, and was then pushed onto the website, where video, audio, maps, photos and related links helped bring the story to life. The site, which is still available online, looks like this:
This was one of the first mainstream media attempts to use the web to enhance long form content, and while the page might not look terribly pretty, all of the right kind of functionality is there.
Since then things have moved on considerably, and in an age of HTML5 I have seen some stunning examples of what can be achieved with online storytelling. Here are a few that are well worth checking out.
Let's start with the obvious...
Halloween falls in a difficult holiday period, just at the end of ‘shoulder season’ (September to October) and right at the beginning of the dreaded off-season (November to March).
So it seems the end of October must be a write-off for travel company marketers. Or so you would think…
However, Booking.com is taking advantage of a holiday season yet to be exploited by other travel companies, Halloween, and is managing to build a comprehensive marketing campaign around it.
We’ve already looked at the eight brands making the most of Halloween in 2013, but right at the top of the pile is this campaign from Booking.com.
Welcome to America’s Most Haunted Hotels...
If you run a digital agency, especially one that designs and builds websites, then what better way of showing off your talents than to build a wonderful website for your own company?
In the past couple of years many agencies have rebuilt and relaunched their websites using HTML5 and CSS3. The results can be eye-opening, highly engaging, and built to work on all kinds of devices.
It's not all good news though. Sometimes the use of HTML5 can be downright annoying: just because you can do something doesn't mean you should. Does it matter that some of these websites take half a minute to load? Personally I think fast loading times really matter, but I've heard arguments that people are prepared to wait for certain types of website. You can decide for yourself.
At any rate, there is plenty to admire here, and perhaps there is an acceptable trade off between optimal usability and the overall user / brand experience. Certainly it's always interesting to watch web design evolve, and agencies are naturally inclined to push the boundaries.
The following examples show what can be achieved, and mercifully not all of them are addicted to loading icons. Tuck in and see what you think.
More than half of companies (55%) now have mobile optimised websites, according to our new Reducing Customer Struggle Report.
The data also shows that 44% of companies have iPhone apps while a third (33%) have Android apps and a quarter have one for iPad (26%).
The survey of 500 business professionals, published in partnership with IBM Tealeaf, found that just 22% of companies still don’t have any kind of mobile presence.
When asked how they optimise the mobile experience, just under half (46%) of companies surveyed indicated they use responsive design (client-side), while only a fifth (22%) use adaptive design (server-side).
I can promise you only inspiring case studies, titbits and mantras in this post.
All taken from our future gazing conference, Future of Digital Marketing, which we held last week.
The consumer shift to using mobile devices has been one of the most important trends for businesses to get to grips with in recent years and it proved to be a popular topic at Econsultancy’s Digital Cream London event.
The key themes and findings from the roundtable discussions have been published today in our free-to-access Mobile Experience Trends Briefing, sponsored by IBM Tealeaf.
Alongside details of the trends that emerged from the event, the briefing includes best practice tips, case studies and market data.
A separate report highlighted the scale of the challenge facing businesses, as despite the massive growth in mobile traffic almost half (45%) of companies still don’t have a mobile-optimised site or app.
It’s a case of déjà vu. A decade ago the rise in popularity of Flash steered many web designers down the wrong path. It wasn’t the fault of the technology, but of the people using the technology. Just because you can do something doesn't mean you should. I'm all for innovation, but innovation should not be regressive.
Make no bones about it, HTML5 design is a massive, musty elephant in the room, and it is about to charge. In its path lies a flailing, unarmed Jakob Nielsen, backed up with legions of user experience professionals, who are gently sobbing. GoDaddy CEO Bob Parsons, the noted elephant slayer, is nowhere to be seen.
So, below are some examples of user experience badness. The irony is that I spotted many of these examples in posts like this one, dedicated to ‘fresh HTML5 design inspiration’. For the purposes of clarity I am not pointing the finger of blame at HTML5 itself, but the 'HTML5 design' themes seen on lots of sites which suffer from the issues outlined below.
In the debate over mobile websites versus native apps, native app detractors frequently make a seemingly good point: there are just too many native apps, so you can't expect consumers to install and use yours.
For companies hoping customers and potential customers, that assumption has a significant implication: if your mobile strategy is native app-centric and you don't have a mobile-friendly website, you might be missing out on the mobile opportunity.
Thanks in large part to the popularity of the open-source model, companies of all shapes and sizes have access to technologies that would have cost six and seven figures to develop in-house a half a decade ago.
From high-performance data stores to countless software libraries, there are plenty of open-source technologies that make building a sophisticated web-based service far less costly and time-consuming than it would have been.