Why Landing Page Videos Lead To Phenomenal Results

by 15 06/06/2012

Your customers have an attention span of 8 seconds.

A goldfish has a 9-second attention span.

You have 8 seconds to make a first impression with your landing page. Once you have their attention, you need to maintain it every 8 seconds (that’s approximately every 20 words).

So, how do you communicate your product benefits when your customers are constantly distracted by the white noise of the Internet?

Video helps simplify your product benefits in a way that appeals to your audience. Instead of explaining their product and its benefits in plain text on an average page, innovative companies are turning to video.

Only 28% of the words on an average page of a website are actually read. A single Internet video, on the other hand, holds attention for approximately 2.7 minutes.

Simplifying all of your product information into a 60-second, 150 word video just makes sense.

A video is more likely to be consumed in its entirety, the information is more likely to be retained, it’s easier to share with friends, and it’s more likely to entertain or impress. If you place a video on your product page, most people will be more interested in watching that video than reading through hundreds of words of Helvetica.

Our learning styles build the case for video as well. A recent study of 221 university students showed that nearly half (105) were visual learners, while only 11 were verbal learners. People would rather watch how something works than read or hear about how it works – it’s easier for them to understand.

Combined with the fact that the average American adult has a grade eight reading level, video wins out every time.

So, what do our visually-focused goldfish-sized attention spans crave more: a 60-second video or a standard website page? Google Drive, for one, is banking on the former.

Notice that there are no written words in the video; the message is exclusively visual and auditory. You’ll also notice that there are no demonstrations of the actual tool itself. Whether or not showing Google Drive itself was a strategic approach is debatable, but experts agree that the benefits are clearly explained in the video.

Google Drive isn’t the only one to turn to video to simplify product benefits. Here are three other examples of companies visualizing and clarifying what they do through video.

1.  Rypple

Rypple’s video is displayed proudly on the homepage as an introduction to the problem it solves, its benefits and a trial free. After adding the video to the website, Rypple saw an incredible 20% increase in conversions. Approximately 30% of the traffic that lands on the page watches the video, and approximately 50% of those viewers watch the video in its entirety.

“I hear from lots of people at top companies that the video tells a story that they can easily relate to, and very clearly. That probably also explains why overall engagement with the app was higher – more inspiration to explore Rypple [...],” said Jesse Goldman, VP of Customer Success at Rypple.

2.  Dropbox

Dropbox’s video was displayed on the homepage as well. Unlike Rypple, Dropbox placed only a logo, the video, a login button and a download button above the fold. When this particular video was on the landing page, it received almost 30 thousand hits a day during the week. In one month alone, it was viewed 750 thousand times. The video increased conversions by over 10%, giving Dropbox an estimated “several thousand” extra signups per day.

“The goal with a video was not viral marketing. It was not getting people to blog about it.  It was focused on providing an on-site resource for people to get turned onto the product,” said Lee LeFever, founder of Common Craft, which is the company behind the video’s production.

3.  Inbenta

Inbenta’s video made itself a home on the company website, much like the Rypple and Dropbox videos. The team conducted tests to find that the average visitor converted at a rate of 1%.

Visitors who viewed the video converted at a rate of 15%! Overall, the video led to a 20% increase in total online leads generated. What’s interesting about Inbenta’s video is that it appeared in a video lightbox, which enlarges the video and dims the background. Video lightbox has been proven to increase conversions by up to 20% compared to traditional video displays.

“We are now able to explain what our company does in a few minutes with a fun, yet highly informative video. Since the video was posted on our website, we have seen a 20% increase in online leads,” said Jordi Torras, CEO at Inbenta.

You have 8 seconds to make an impression.

A video simplifies everything your business does and all of your messaging into a digestible piece of content. Compared to pages and pages of text, a video ultimately takes less time to create, takes up less valuable website real estate, and explains your benefits more effectively.

Plain text just doesn’t appeal to the modern customer the way video does – it’s brain (and conversion) science.

About 

Andrew Angus is the founder and CEO of Switch Video, a North American based company that produces simple explanatory videos that help clients clearly explain what they do and engage with their prospects. Angus, a well respected leader in the explainer video industry, spearheads the movement to integrate brain science, web metrics into the production of animated explainer videos and has recently launched their course: How to Tell Your Companies Story & The Brain Science to Make It Stick .

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15 COMMENTS

Jason Patton

What’s the verdict on auto playing the video as soon as the user gets on your site? is this considered bad form or good strategy?

June 6, 2012 Reply

    Giles Farrow

    I think auto play is bad form
    possibly ok if silent and you can be sure user device / bandwidth / software supports it

    June 6, 2012 Reply

    Andrew Angus

    I did some split test a couple years ago and found no increase in conversion when the video auto played. Given that is is annoying and did not increase leads I don’t auto play videos.

    I have not testing playing the video without audio to see the effect but I should. I will try to get around to that.

    June 6, 2012 Reply

Giles Farrow

For a positive ROI, the cost of producing the video must be outweighed by the increased conversions. Which is tough if you have low traffic volumes or a low price point.

Any suggestions / ideas
- how much does it cost to professionally produce a 1 min. animated video
- any ways to do this cheaper without looking cheesy / amateur

June 6, 2012 Reply

    Andrew Angus

    - how much does it cost to professionally produce a 1 min. animated video

    >>> a professionally produced video can cost you $10,000 to $40,000. Getting a solid ROI on a professional video with low traffic is obviously going to be hard. You need to keep costs in line and weight the benefits of a professional video.

    - any ways to do this cheaper without looking cheesy / amateur

    >>> My company has produced more then 300 videos for clients all over the world and we have taken everything we have learned and put it into a course to teach people how to do their own, discovery, script writing and storyboarding. These are the hard parts that we are really good at and we are sharing what we have learned. We then help you connect with freelance animators who can take all the hard work you have done and turn it into a great video. You can sign up for the course at http://learn.switchvideo.com – Course launches June 15th and if you sign up now we will give you free access.

    June 6, 2012 Reply

    Andrew

    Hi Giles,

    One cheaper option that is launching soon (I’m the founder) is http://videorascal.com. We’re building an application that will enable users to create professional explainer/intro videos for around $100. For many businesses, video production is out of budget. We’re trying to fill this gap.

    Andrew- Thanks for the article, great information. We love your vidoes!

    July 19, 2012 Reply

    Chris

    Hi Giles,

    In regards to costs I can probably give you some ballparks from a freelancers perspective. I think you would be looking at at least 3/4 days work as a starting point. Factors that affect the cost are things like the complexity and style of the video, if you want fully animated characters to act out the video this is obviously more time consuming than sliding text and graphics about. If you went down a 3d motion graphic route rather than 2d this can increase costs as things may need to be modelled in 3d and in general 3d takes longer to render than 2d. Duration can but doesn’t always affect the cost as well. Not my preference but templates from websites like Video Hive can also cut down costs.

    Going back to the 3/4 days, I’m a freelancer with over 12 years experience and my day rate is £280 so it would be £840 for a few days work. If you used a design studio you might be looking at around £500/£600 a day. In both instances there are always people who will do it cheaper.

    Hope some of the above helps.

    July 31, 2013 Reply

Robin Cannon

Hmmm, interesting perspective. I think that the note about maintaining attention is more important in relation to landing page video than the initial grabbing of that attention.

I don’t like landing page video. My initial reaction is to move on; I don’t have time to watch a video where I can’t skim easily for the information I want – my interaction with the information is controlled.

But if I do start watching the video then, yes, I probably am going to focus on it for longer than I would if I were simply reading excessive text on a product. It’s the initial provocation to click “play” that’s the obstacle.

That means that the non-video aspects of the landing page design are vital – possibly even more important than usual – because there needs to be a catalyst to persuade someone to start watching the video. After that, if the video is well made, it’s probably going to be an effective engagement.

June 11, 2012 Reply

Ian Hutchinson

Hi Robin,

We have done some interesting split testing on video thumbnails. You are absolutely right – the design of the landing page, right down to the thumbnail – can double the initial engagement.

To Giles’ comment – lets not forget social media, email marketing and traditional events as a way of leveraging video content.

Cheers,

Ian
IanHutch@vidyard.com

June 12, 2012 Reply


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