Some homepage videos don’t deliver on the promise of increased earnings and profitability.
They don’t convert into leads or sales very well.
So here’s 10 tips we think it’ll pay you to know.
1. Have it professionally produced
This is most important, as homemade or semi-pro video will (for the most part) be instantly recognisable as lower quality, and will put off visitors immediately.
It’s also likely that it’s not well scripted, so it can be repetitive & droney and longer than necessary – this is a huge no no for online video! See our post about homepage video runtime here
2. Display is as big as possible
This is very simple – the bigger it displays on the screen, the more likely visitors will click on it.
Everybody wants a bigger TV. Same for home page video.
Here’s a link to a large banner here http://www.rossiterandco.com/
3. If it can’t be as big as possible – use a pop up
If you really can’t display the video in a large banner (the optimum), then use a well designed small graphic to make sure they notice it, and use a pop up player.
Then the visitor can still full it a large size.
4. Incorporate the video into your web design
If you’re planning on having a video – add it to the design of the page, and make sure it fits your corporate branding.
This will give a much more business like look to the page and the professional branding and graphic design for the video banner image will mean it’s more likely to be clicked.
A video that has been added later, without thought or planning, will look “stuck-on”.
5. Use Professional Hosting
Free hosting is not the professional approach, as ads appearing on your website alongside your video taints your business image and makes you look cheap.
In the same way, hosting it from your own server will definitely be too slow and it’ll not play smoothly – this gives a terrible user experience.
Research from leading video streamer, Brightcove, shows “23% of consumers who have been presented with a poor-quality video experience would hesitate to purchase from the brand.”
6. Don’t put it below the fold (of a laptop).
If people have to scroll to see you video – consider it less likely to be viewed.
A comprehensive study by Jakob Neilsen showed.
“Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.”
7. Always end with a call-to-action
Tell the visitor what you want them to do next.
Always end the video with a clear action, whether it’s to call or enquire by email.
Always ask rather than assume they will naturally contact you.
If possible, give a benefit as well as an action.
For example “Stop paying too much and Call us” or “Click here for a free no obligation consultation”
This will give them a real reason to get in touch rather than a blanket term such as – “Call us”.
8. Give menu options at the end of play
When the video finishes, obviously you want your viewer to explore your site further, or enquire.
Why not enforce positive action and add these menu options to show in the video window when its finished playing.
9. Don’t have it set to autoplay
Autoplay on arrival is extremely frustrating for visitors!
And can be disruptive in the office.
This is rude and assumes they always want to hear what you have to say, which is not the case.
If the user can’t find the mute / stop button within a second or 2 they will simply leave the website.
Your product or service may have been exactly what they want – but you’ve lost them.
10. Video SEO
Finally, make sure your video is properly tagged, with description and titles – correctly into a video sitemap and with the transcript attached.
This way Google will properly identify all the video content and it’ll boost your website as a whole.
First impressions are everything – particularly with a website.
So, if you follow these steps – you’re on your way to having a homepage video that really works effectively and earns money for your business!