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Why Videos Play a Key Role in Grabbing Attention and Driving Action on Landing Pages

With increased screen resolutions and higher connection speeds, more and more websites are turning to videos in web design. Moving pictures tell a story far better than text alone, so use them to grab user attention and drive them toward conversions.

Giving people something to keep them entertained keeps them on your website. The longer they remain on your site, the more likely they’ll click on a button or link, and go from browsers to leads. Here are some things you can do to ensure your videos are the best they can be, along with examples of a few sites doing videos particularly well.

1. Choose Quality Over Quantity

Even though internet speeds are faster, videos still consume a lot of bandwidth. Choose one or two excellent videos that drive engagement rather than posting endless videos. You can also upload videos to YouTube, Vimeo or another provider, and embed them into your site’s pages to save space and create a more consistent streaming experience.

What makes a video high quality? You’ll need excellent sound without distractions in the background. The lighting matters, so do your best to get it right before recording. Editing can mean the difference between looking like an amateur and gaining a professional edge.

Source: https://www.hermes.com

Hermes brings the runway to their website with a short video clip of a model walking. The quick glimpse builds curiosity and makes the viewer want to shop the Hermes clothing line.

2. Test Different Placements

Where you place the video on your landing page can help or hurt your conversions. Each page is different, so you’ll want to conduct some split testing and see which position works best with your target audience.

Videos in web design almost always enhance the content on the page. Figuring out whether to place one above the fold, below the fold or as a popup can be challenging. Pay attention to what others in your industry do and test similar placement for your videos.

Survey your customers and ask if they prefer how you serve up videos to them. With a bit of research, trial and error, you’ll increase conversions.

3. Show Diversity

The videos you showcase on your landing pages can help with inclusivity. Do the people in the shots come from different cultures? Do you represent various ages? With attention to detail, you can piece together footage that makes everyone feel included.

If you’re uncertain about how well you’re including everyone, pull in some people to give you feedback. You may think you’re representing another culture well, but someone from the background can better tell you if your video is on target.

Source: https://www.reservoirchurch.org

Reservoir Church does an excellent job of showing people of all ages and backgrounds in their landing page video. They focus on displaying how their church has something for everyone. There are clips of adults and kids participating in music, sports, and worship. Consider how you can show the different sides of your brand’s personality.

4. Keep It Short and Fast

When using videos in web design, keep in mind that most people are impatient. They don’t want to watch a video that takes up a huge chunk of their time. Instead, they’re looking for an experience that’s quick and fairly effortless.

Keeping a video short also ensures it loads more quickly and streams consistently on slower internet connections. Get to your point and then move on to the next step of the buyer’s journey.

You can also use a third-party provider to ensure your video streams faster than your private server might be capable of. YouTube has over two billion users logging in each month. An added bonus is some additional people might see your video posted there.

5. Go Big

When adding videos to your landing page, think about how you can create something more than you already have. What are the big concepts you want the viewer to grasp?

Don’t be afraid to think outside the box with your video. It should show users how you’re different from your competitors. What is your unique value proposition?

Source: http://www.paradiseranch.com

Paradise Ranch has gorgeous scenery and an active social calendar. Rather than only showing people riding on horseback or the landscape as many other dude ranches do, they incorporate other activities they offer that make them unique. The video pans from people riding on horseback to a horse up close. It then shows horses running free, people squaredancing and arial views of the luxury guest cabins.

6. Make Videos Responsive for Mobile

For most landing pages, many visitors enter via a mobile device. One thing you can do to ensure your users have an excellent experience is make sure it resizes for smaller screens.

For example, if the user clicks on the video, does it fill the screen or is it so small they can’t view it? Is all the text legible at smaller sizes? Ensure your mobile game is spot on before you publish your landing page.

Should You Add Videos in Web Design?

Incorporating videos in web design landing pages is crucial to keeping up with today’s design trends. Users appreciate seeing what your company has to offer and getting a glimpse of your personality as a brand. Yes, you should utilize videos to engage your audience and keep them on your site as long as possible.

Eleanor Hecks is editor-in-chief at Designerly Magazine. She was the creative director at a digital marketing agency before becoming a full-time freelance designer. Eleanor lives in Philly with her husband and pup, Bear.

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