Your site's landing page is like the display window in a department store. Many of your visitors won't delve further into your website than here and you owe it to yourself to put on the best display possible. You need to optimize your landing page.
Conversion optimization is the ideal way to ensure that you're getting the most out of the available real estate on this important section of your site. Only by focusing on conversion optimization will you appreciate how valuable every element on your landing page can be in the drive towards increasing revenue for your business.
One of the best ways to optimze your landing page is by using video. There are many ways to present video on your landing page from the simplest embedded player to using a relatively small video initiation trigger to launch a larger player in a lightbox.
An embedded player offers a number of advantages. Firstly it is instantly recognizable on the page. Users identify that there is a video, they intuit that the video is there to help them and they can choose to watch the video or not. Our experience shows that time and again people who watch landing page videos are more likely to continue down the funnel towards the conversion goal than those who do not. In other words, optimize the landing page and you will see the benefits.
An embedded player also affords you the option to run the video on autoplay, at least for first-time visitors. Here you have to weigh the advantages of increased numbers of people watching the video against the potential irritation of launching a video without your visitors' permission. Only by testing different combinations will you achieve conversion optimization for the page.
Launching the video in a lightbox from a static or animated trigger presents an additional obstacle. The trigger must attract the attention of your site visitors and also communicate to them that clicking on it will lead to a video. While using this kind of trigger may save you space on the page as a trigger would typically be smaller than an embedded player, this makes it harder to find and decreases the likelihood that visitors to your landing page will watch the video and then reach the conversion goal.
You will have to determine the most effective way to optimize your landing page with video and the only way to do that is by testing. Conversion optimization ensures that you maximize the value of the limited space you have available on your landing page. Using video for conversion optimization ensures that you deliver your message clearly and effectively while continuing to achieve your commercial goals.
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