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Does Video Work on Landing Pages?

By: Chris Goward
Date: November 1st, 2008

Online video watching trends have been getting a lot of attention in recent months, and we’re eagerly testing landing page variations to find out the best way to use it for improving landing page conversion rates.

Online video viewership is increasing

Most recently, the New York Times reported on the increasing online video attention span, which a separate Cisco-funded survey supports.

How can marketers use video?


This is good news for YouTube and the video-publishing media, but what about for web marketers? This clearly means more opportunities to purchase advertising on news sites but does it also imply that video content on the marketers’ web sites may increase in effectiveness?

So far, our testing of embedded video content on landing pages shows that it should be thoroughly tested before implementing. Video is not yet as accessible as text and static images so any improvement in persuasiveness of video may be outweighed by the proportion of users that won’t watch it.

Video should first be tested as a supporting piece of content, perhaps in a left or right column, rather than the main persuasion information in the main body content.

What have you found?

Have you tested embedded video on your website or landing pages? What have you found? Please leave a comment if you’ve experimented with video.

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Posted in: best practices | conversion rate optimization

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4 Responses to “Does Video Work on Landing Pages?”

  1. Dave Carruthers Says:
    November 10th, 2008 at 8:54 am

    We experimented with video vs text landing pages to promote a clients work from home opportunity and saw a slight increase in leads but a greater increase in quality, something that is to often overlooked as a metric.

  2. Chris Goward Says:
    November 10th, 2008 at 9:18 pm

    Agreed, Dave. The optimization goal should be pushed as close to revenue as possible.

    In eCommerce it’s easy to track a goal upon the completion of a sale, or total revenue.

    For lead generation it can be more complicated, especially when there are very high value purchases and long decision cycles. If lead quality can be measured, it should.

    Thanks for sharing that learning!

    Would you be able to share design samples of what you tested too?

    Chris

  3. Adrian Eden Says:
    January 27th, 2009 at 2:02 pm

    I have had great success using video on a landing page and also just by using video in general within my websites and blogs. People do not want to read LONG articles, they want the facts now, and what better way to do that than to speak to someone face to face on video.

    My Twitter following jumped 1000 people in 2 weeks because I had my Twitter account linked to a video of me introducing myself. Now I get to stay in touch and interact with all of my new 1000 friends.

    Video is the way of the future and so is Twitter.

    Get with the times.

  4. Chris Goward Says:
    January 27th, 2009 at 4:26 pm

    Interesting result, Adrian.
    Do you have more details on what you did to send people to the video?
    Do you still have the video linked to your Twitter account?


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