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.
As our own David Moth states in his article four useful tips of online video strategy.
If you’re talking about a product that someone wants to explore, it’s a step or two short of being able to put the object in their hand.
Videos also increase the length of a visitor’s stay. If you feature your own face, or the face of an employee in a video, a visitor is more likely to trust you. Videos can help strengthen your online presence, and videos can also help you rank higher in SERPs.
Let’s take a look at some different examples of video-embedded landing pages, which use either YouTube, Vimeo and other social platforms, or that use other media rich tools such as HTML5.
Please note: you will have to click on the images below to be taken through to the respective website, as not all of the videos featured are quite so easily embeddable.
This page immerses the visitor into the world of owning an Xbox One, by just putting them in the front room of someone that owns an Xbox One. Décor can be altered accordingly.
The video is essentially a tutorial that quickly sums up the new features of the next generation console, and is really the only effective way of showing off the interface without just going out and buying one. It’s also handy for those potential customers who perhaps have yet to experience Windows 8.
Gravity – Warner Bros.
I’m surprised online film promotion doesn’t utilise large scale HTML5 backgrounds more. It’s the nearest way for the user to experience cinematic visuals at home.
Gravity is of course all about the spectacle, and this extended loop of some of the most awe-inspiring footage from the film is an immersive and slightly frightening experience even at home.
During Halloween, Threadless produced this wonderfully made video and embedded it on the homepage with its other spooky goodies.
The video itself, showing a zombie apocalypse happening in its very own warehouse, is no longer hosted on the homepage as of course Halloween has passed. So here it is.
This Thriller pastiche is a perfect way to show off the products and engage with its core demographic, but it also reveals the faces behind the company and creates a personal connection.
Coca-Cola has been making huge strides in content marketing over the last few years and has put creativity at the centre of its strategy.
Coca-Cola’s homepage displays two opportunities to watch video content. One of them is an amusing and certainly off-the-wall piece of advertising, the other is a seven-minute, high budget, short film produced by Ridley Scott.
Coca-Cola are covering all bases here. One video for the visitor that wants a quick chuckle, and one for the visitor who expects a lot more.
The shorter video currently has 300,000 views on YouTube, whereas the longer narrative tale has 2m. Further proof of the power of storytelling.
This new ‘social-ready’ camera gets the full-screen video treatment.
Using some laconically shot twenty-somethings lazily fiddling with a camera in various settings, the specs of the device are immediately laid out in a subtle, yet quickly delivered manner.
I don’t care about lawn-care, but my goodness, after watching the following video I suddenly care. I care a lot. I don’t even have a lawn!
It’s the sheer passion, knowledge and charm of Paul Stoltzfus, the owner of this USA lawn care business that keeps you hooked. There are loads more of these videos too. I could watch them all day.
Thanks to Will Critchlow for that example.
GE took off all the text-heavy mission statements from its website and replaced them with videos of examples of the company’s work instead.
Many of these videos have achieved over 2m views, and make a potentially drab, corporate website look a lot more exciting.
A professionally animated, and deeply informative video that tells you where the steaks come from, and how well they’re reared.
This is educational content that’s targeted directly at the meat-lover, and can also be considered as evergreen.
Here the car manufacturer dispenses with absolutely everything but fullscreen video. It’s an interesting gamble.
Eventually the experience becomes more text and image based, with traditional navigation, but the initial experience is surprisingly arresting.
‘27’ by Lan and Fatcat films
I highlight this architectural venture purely because I personally think it’s the perfect balance of integrated video, images and text.
For more guidance, download our Online Video Best Practice Guide.