Businesses are given just a few seconds to grab a visitor’s attention before they count as another “bounce” in analytics. With everyone fighting for people’s attention, video has become an excellent medium for businesses to hook users and showcase your company’s value. Recent survey results state that 71% of consumers are saying that watching a video produced by businesses leaves them with a positive impression of the brand, service or company.
Along with brand loyalty, the survey data also reveals that roughly 96% of respondents find videos helpful when they make a purchase decision online. This shows that video clearly plays a big role in impacting website visitors which is all the more reason to make sure you have a video embedded on the homepage.
Whether you already have an embedded video or whether you’re considering adding one to your homepage, the following tips should help you out:
First impressions matter. A company or product overview video on your homepage helps set the tone and introduces potential customers to what your company has to offer. If you don’t produce and highlight a high quality video, your customers will quickly grow a negative image of your business or brand. The topic of your video also plays a role – a video highlighting your company’s mission, products or a founding story all can help you introduce you to your customers quickly and keep them coming back for more.
The definition of concise is short and to the point – basically it’s exactly what your video should be. Within perhaps the first minute, a homepage video should tell visitors what you do and help you stand out from your competition. If it’s unclear what your company’s product or service does, the prospective customer isn’t likely to stay. 60% of consumers surveyed cited 60 seconds or less as the ideal length for watching business videos on their phone and roughly 51% of consumers surveyed said under a minute is the ideal length of a video to inform a purchase decision, which proves that longer isn’t necessarily more effective.
Encourage Viewers to Take Action
When planning your video, the first thing to do is to figure out what you want your prospective customers to do after they have watched your video. Ultimately this means you need to include a call-to-action (CTA) so that they can easily purchase or navigate to other important content such as contact information, locations and directions, hours of operation or perhaps an email newsletter. Provide the information and whether it’s in the video or near the location of the video, have a call to action for the viewers to take and manage analytics. Based on results, you can tweak your approach for better results.
Contact us to discuss how video would best work with your website marketing strategy.