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Everyone has a physiological blind spot â an area without vision â because thereâs a tiny part of the retina that doesnât respond to light. Likewise, every marketer has a blind spot â their own lack of vision â which prevents them from seeing their marketing through the eyes of their customer.
1.     Understand the source of your disconnect.
Overcome your self-interest, and instead look at your copywriting from the customerâs perspective.
Consider these headlines and think about which one won drove the highest amount of clickthrough:Â
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Then look at the results of the entire experiment:
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The headlines that consistently performed well put the interests of the customer first. They immediately focused on whatâs in it for the customer if she opens the email. Notice the top four headlines say or imply âget.â The worst-performing headlines put the marketerâs self-interest first â they donât mention what the customer gets until the end.
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2.     Consistently embrace a method for seeing through your disconnect.
Fortunately, you donât need genius or talent to see beyond self-interest. You just need a different lens â one that helps you look beyond design, beyond words, and instead analyze, step by step, how well your message captures the interest of the customer. This lens is called the conversion heuristic.
Here it is:
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Hereâs how is an example of how the conversion heuristic is put to work in the sales process:
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Above is an illustration of a sales funnel for a travel agency. You will note about half of the people drop off when the price is revealed. That is to be expected. However, note the number of people dropping out of the funnel at the checkout. This indicates that there are inordinately high amounts of anxiety (concern) and friction (anything that slows the sales process). So the conversion heuristic was applied to the checkout page below.
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Hereâs how the Control was changed to leverage the conversion heuristic:
The clarity of the value proposition (3v) was increased by adding a cart summary with an image of the vacation. It reminded the customers of the value they will be receiving once they complete the checkout process. Always remind customers of your value throughout the sales funnel.
The incentive to take action was increased, and friction was reduced (i-f) with a linear page layout and by identifying the amount of steps in the checkout process. The customer knew how far she had to go until she could be done.
Anxiety (a) was decreased by adding a security seal and a lowest-rate guarantee, and offering further one-on-one support.
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The result of looking at the billing-and-shipping page through the lens of the conversion heuristic was a 36.10% increase in product purchases.
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This is just one example of hundreds that illustrates how the conversion heuristic has helped marketers better understand what customers are thinking at each stage of the sales process, adapt marketing to better match their thought sequence and produce remarkable results. Just check out our Research Directory. And if you want to learn more about applying it to your marketing, check out our training and, of course, be on the lookout for more replays from MarketingSherpa Summit 2016 here at MarketingExperiments, and also at our sister site MarketingSherpa.
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You can follow Andrea Johnson, Copywriter, MECLABS on Twitter @IdeastoWords.
On each of my trips to Europe or elsewhere abroad to a marketing conference, it is inevitable that someone will say, âWeâre 1-2 years behind digital marketing in the U.S.â.
The reasons for this vary, from the capabilities of agencies to demand amongst business buyers of marketing services. Business culture in the UK drives many companies to react to competitors more than leading their respective market with new marketing tactics.
Budgets are another reason why a lag exists between the U.S. and Europe â thereâs simply more money being spent on digital marketing, advertising and PR so thereâs more resources, opportunity to experiment and innovate.
In advance of my recent speaking engagements in Amsterdam, London and Copenhagen, I reached out to a few European marketers (mostly from the UK) in my network from companies like Lloyds Banking, Vodafone, MediaCom, Cision, Adobe, Telenet, Traackr, and Brandwatch for their insights about digital marketing in 2016.
On the topic of the importance of SEO to overall digital marketing, opinions focused on the importance of quality, customer-focused content and SEO integration with other marketing tactics to the continued displacement of organic content for paid and the impact of mobile.
If your business expects to attract organic search traffic to content intended for buyers in the UK and broader Europe, here are what the marketing leaders and practitioners I connected with had to say:
Where does SEO fit in the digital marketing mix for 2016?
If you had asked me this question five years ago, I would have given you a very different answer. Iâm focused on a very specific audience, and identifying and building a social community has helped me more â and has been more measurable â than SEO.
Shannon Doubleday, Content and Social Media Marketing at Bloomberg LP
SEO is still highly important and very much on the agenda for brands, where people are researching more and the touchpoints for someone actually visiting your site are growing, we need to make sure we are as relevant to the consumer searching as possible. SEO should focus on consumer needs and demands and not about the search engine algorithm changes and updates (if youâre doing SEO right, then you donât need to worry). I also believe that more channels of digital marketing should align and not work in silo. PR, PPC, Display, VOD and SEO can all work together to create a consumer experience thatâs seamlessâŚ. And make sure you have attribution modeling in place to track each consumer touchpoint, what channel they first came from so you can assign a percentage of that engagement to that channel.
Russell OâSullivan, Senior Digital Performance Marketing Manager at Lloyds Banking Group
The equity a site builds with Google accrues over time, so we tend to think very long-term when it comes to SEO. Increasingly we are looking at onsite navigation and user-experience as a place to spend our time and thinking as we could definitely do more with the traffic that we get. And you know, the knock on effect of that is likely to be better ranking â Google are doing a good job at keeping the interesting stuff towards the top of their SERPs.
In terms of SEO, the latest Google updates, particularly the quality update late last year, appear to confirm that your SEO strategy should be focusing on quality content and user engagement. A short list post may get you shares and initial traffic but well researched, long form, quality content that answers userâs questions is likely to gain more user engagement and achieve more links. Thus I suspect the relationship between SEO and content marketing will be more tightly intertwined this year.
SEO is key. We definitely orient our marketing around what we see as our core asset, adobe.com. Itâs one of the worldâs most visited websites and pivotal in the entire customer lifecycle. SEO helps us with both awareness building and direct call-to-action activity â and the first port of call is adobe.com.
SEO remains a key part of our marketing mix in 2016. As influencer marketing and content provide a strong boost of interest up the funnel, SEO is a key strategy for prospects and to drive traffic to our web site and blog. Since 2009, Traackr has been instrumental in defining the new category that is influencer marketing and our content and influencer activities provide the best foundations for successful SEO.
Within the digital marketing mix, SEO plays a useful role in delivering users to the information they need across devices and localities. This year will present opportunities and challenges to enterprise SEOs, who will increasingly be seen as search architects, as they engineer the best journeys for their users. This is especially true within mobile SEO, as Google focuses on improving the mobile experience through deep-linked app content and Accelerated Mobile Pages (AMP).
Nick Wilsdon, SEO Lead â Global Channel Optimisation at Vodafone Group
Being found and being ranked properly is the everyday battlefield in the digital space. Therefore SEO strategy is fully part and in the top priorities of our digital strategy and investment.
SEO is still a fundamental part of any digital marketing strategy. Whilst I would potentially controversially say that its heyday has come and gone (in terms of what SEO was) , I believe that the channel has evolved and that we are now seeing a more mature channel that allows us to talk as both DR and Brand.
One of the biggest challenges for SEO is accountability. Increasingly we are seeing Google (in particular) take great swathes of real estate from the search results page in favour of paid advertising solutions (for example the four pack of PPC ads now in play). Furthermore the lack of keyword level data means that many frameworks to measure effectiveness are often based on flawed models that do not allow us to accurately understand the impact of our work at channel level. This all provides a challenging landscape for SEO practitioners in the modern landscape.
As a channel therefore, we need to evolve. SEO is increasingly not just about delivering volume â whether that be rankings, traffic or conversions. Increasingly practitioners are becoming more versed on measuring the impact of their work beyond standard SEO metrics. Increasingly we hear about coverage (whether that be value or volume thereof), brand uplift (either on searches or brand tracking) â and this migration towards more traditional brand metrics should allow us to provide clear actionable insight on our campaigns.
SEO will continue to be an important part of the digital marketing mix for the foreseeable future â however we as advertisers need to continue to provide clear value for advertisers â and measure as much as we can â not just in isolation of SEO â but of itâs role in the wider marketing mix.
SEO is still key to our digital marketing mix. We get a lot of leads from search engines and it remains a key part of our strategy. However, we donât just rely on SEO; we nurture all our leads with content, invite them along to our events where we can connect with them personally and introduce them to the most influential people in our journalist community.
When we look at where SEO fits into the wider marketing mix we recognize that SEO is the basis that everything needs to be built upon. SEO is a hygiene factor that should be addressed at the very beginning of all campaign design. We can use the results here to drive different approaches within SEA where previously spend levels on core traffic drivers took a disproportionate level of spend. By migrating the core traffic keywords from SEA and focusing them on SEO it will allow for a wider overall capability for keyword experimentation.
Jeremy Curtin, Director of Digital Experience at Liberty Global (Previously at Telenet)
I donât see it fitting anywhere.
Ok, you can put the pitchforks away, what I mean is that SEO as a stand-alone channel or something that fits in a box isnât something that really exists any more. SEO touches everything from web development, to content, to PR, to PPC, to advertising, to events to ⌠etc. Every single marketing activity you do can benefit from having some form of SEO element, even if itâs just considering what searches people may do after they receive it.
SEO doesnât so much âfitâ ( in so much as putting a square box in a square hole) instead it attaches itself to everything else, improving it and forcing marketing teams to think in new ways. Thatâs the real power of SEO for me.
Mike Essex, Marketing & Communications Manager at Petrofac
One bitter pill that many SEO folks had to swallow was that SEO could no longer live in itâs own silo, for it to be successful it now needs to align with marketing plans but it also requires significantly more investment than a few years ago to be done well. Itâs no longer good enough to just copy what worked in another market, clone and translate it, great SEO projects have to align with local marketing campaigns and objectives. A big part of SEOâs involvement in the digital marketing mix is how it can be leveraged to drive more organic downloads of your mobile app and increased visibility in the mobile app stores.
David Iwanow, SEO Product Manager at eBay Classifieds
As you can see, there are a variety of perspectives about SEO for European and UK marketers specifically. The two main schools of thought seem to be:
SEO isnât what it used to be but itâs still important as long as it is quality and customer focused
SEO is still important and even key to digital marketing success as part of an integrated marketing strategy
Whether youâre a marketer based in the UK, broader Europe or in the U.S., whatâs your take on where SEO fits in the digital marketing mix?
It started out simple enough with semalt and buttons-for-websites. Then the ilovevitaly attacks began. Pretty soon Ranksonic began mocking us with fake events and organic search terms. Before we knew it there was a full-frontal assault of fake referral spam masquerading as legitimate website visitors compromising the accuracy of our Google Analytics reports. We all knew Google was working on it, a definitive solution just never came.
The problem was, and still is, most marketers donât know what referral spam is, how to spot it, or how to remove it. This presents a major problem when businesses and marketers begin using these inaccurate Google Analytics reports to make conversion rate optimization decisions on A/B tests, landing page optimization, and more.
Worse yet, many marketers are unknowingly presenting traffic numbers to bosses and stakeholders that could be off by up to 60%!
Thankfully, there are a few proven strategies to eliminate Google Analytics referral spam. In this article weâll discuss what referral spam is, how to identify it in your reports, and Iâll show you a few tried and true methods to clean up historical reports and prevent referral spam from effecting reports in the future.
What Is Referral Spam?
The majority of referral spam never actually visits your website which is why some marketers refer to it as âGhostâ spam. Even though this traffic never visits your website it still appears in your reports as legitimate traffic affecting total sessions, bounce rate, time on site, conversion rates and more.
On a major website where hundreds of thousands of sessions are recorded on a daily basis this traffic isnât a major concern. On small business websites, this traffic can account for over 60% of daily sessions which causes major problems in month-to-month reporting, A/B testing, or other conversion rate optimization tests.
If this traffic never visits your website, why does it show up in Google Analytics? Google provides a developer tool called the Measurement Protocol. Among other legitimate uses, this allows developers and businesses to track behavior of their customers from a wide variety of different offline data sources and send that raw data to their Google Analytics account.
Unfortunately, this also opens the door for crafty spammers to force raw data into Analytics accounts by randomly attacking UA tracking codes, completely bypassing the website.
How Do I Identify Referral Spam?
There are a lot of ways to identify referral spam but the quickest is to review your traffic reports by clicking Acquisition > All Traffic > Source/Medium.
If the referring domain URL isnât a big enough giveaway of the traffic source being spam, simply visiting the URL should remove all doubt.
Though some of these spammers have gotten more sophisticated, looking at % New Sessions, Bounce Rate and Pages/Session metrics are also a good indication. These metrics will usually be 100%, 100% and 1.00 respectively, another sign that this traffic never visits the website.
How Do I Remove Fake Traffic From Google Analytics?
Letâs be honest, there are thousands of blogs on this topic. Many are out of date, a lot include workarounds that simply donât work, and others only eliminate some of the spam. What Iâm going to outline below will work 100% of the time on new and old accounts. The only catch is you will need to update these filters as new spam domains continue pop up. Unfortunately, until Google provides a solution, there is no permanent âset and forgetâ fix for this.
Letâs get started.
My first recommendation, and I strongly recommend this, is to create a copy of your existing view. This copied view will remain untouched and unfiltered. This is a good safety net in case one of your filters begins filtering out legitimate website traffic.
To copy your primary view, click the Admin tab, select the view youâd like to copy and click Copy View.
The first three filters weâre going to add will block all future traffic from domains which are currently known to send referral spam.
To add our first filter click the Admin tab, select your Filtered View, click Filters, and enter a name for your filter keeping in mind there will be several.
Now this step is very important. You must select Exclude and choose Campaign Source. Many people fail to choose Campaign Source and canât figure out why their filters arenât working.
In the Filter Pattern field, copy and paste the string below:
Since there is a character limit to the Filter Pattern field, we need to create a second filter the same as the first, except in the Filter Pattern field paste:
The fourth and final filter we are going to create is a Hostname Filter. I mentioned that the far majority of this traffic never actually visits your website, thus, it never requests your actual hostname which is the URL used to reach your website (typically your domain name).
This can be seen in your Network report by clicking Audience > Technology > Network and selecting the Hostname tab.
Any traffic in the above screenshot that is not visiting my actual URL is spam. Almost 60% of all traffic! The Hostname Filter eliminates this spam from your reports by including only the traffic that reaches your website by requesting your actual domain name.
You create this filter much like the previous three. The difference here is you must select Include, choose Hostname for the Filter Field and enter your hostname in the Filter Pattern.
Congratulations! These four filters have just eliminated 99.9% of all referral spam from your future reports! Routinely adding new domains to the referral spam filters will keep this traffic under control and keep your future reports clean.
How Do I Clean Old Google Analytics Reports?
While the above mentioned filters will only fight future referral spam, you can still remove spam from historical reports using a single Custom Segment.
You can create a Custom Segment from any report, but Iâd recommend going to Acquisition > All Traffic > Source/Medium. Once there, click + Add Segment > + New Segment.
Essentially weâre just going to recreate the four filters we created above, but as a single Custom Segment.
Click Conditions, and on the first filter select Hostname > Matches Regex and enter the hostname(s) you used in your fourth filter above.
Now we want to click the + Add Filter button.
Custom Segment filters default to âIncludeâ, but it is very important that your second set of filters be changed to âExcludeâ.
In the set of drop downs select Source > Matches Regex and paste the same list of spam domains from the first filter you created. Click the OR button and repeat this filter two more times with the respective list of spam domains.
If the Custom Segment you created matches the screenshot above youâll notice the circular graph to the right reflect a smaller amount of traffic. This is the amount of site traffic that remains after all referral spam has been removed.
Once you save this filter, you can apply it to any report and any time frame.
Taking The Fight To The Spammers
Nothing can compromise an otherwise successful A/B test quite like inaccurate reporting. With these four filters created and your Custom Segment applied, you can ensure that the data you are basing important marketing decisions on is truly accurate.
Until Google releases a definitive solution to referral spam, bookmark this article and reference this as the most accurate and up-to-date guide on how to finally remove Google Analytics referral spam from your marketing reports.
About the Author: Dallas McLaughlin is a Digital Marketing Specialist at The James Agency, a full service advertising agency in Phoenix, Arizona. He blogs frequently at DallasMcLaughlin.com about Search Engine Optimization, Pay-Per-Click, and Social Media Marketing trends. If you have any questions, you can tweet him directly at @BossDJay.
And given how powerful video is in the online conversion process, âbest practiceâ articles are everywhereâŚ
But this is not one of them.
Instead, here is a list of worst practices. So you know what to avoid.
Why?
Because itâs easy to screw up your conversions with video and waste enormous amounts of time and money in the process.
With that in mind, letâs dive into six ways to make landing page videos that suck⌠and exactly what you should be doing instead.
1. Donât educate
As stressed above, videos are one of the most effective tools to propel people toward that conversion.
But thereâs a catch.
When Wyzowl surveyed over 230 companies for their State of Video Marketing 2016 study, 72% of respondents reported that video âimproved the conversion rate of their website.â Thatâs up from 57% last year.
However, when those same companies were asked, âWhat is the primary reason you use video?â a mere 23% actually answered to âincrease conversions.â
By a landslide, the number one reason was to âeducate customers.â And though this finding applies to websites in general and not just landing pages, it does provide a key insight: A high-converting video is one thatâs focused on meeting peopleâs real needs (i.e., educating them)⌠not on converting them.
The difference is subtle, but has huge implications. If your goal is to simply âget the click,â your video will reflect that. Itâll inevitably be about you and your product, you and your service, you and your email list, you and your social media account, you and yourâŚ
You get the idea.
If you want your landing page video to suck, then donât educate your audience.
If you want it to shine, then teach your audience something valuable.
Sticker Mule, for instance, takes an educational approach with its video:
In less than a minute, Sticker Mule subtly creates demand by presenting its âtransferâ stickers â also known as âvinyl-cut stickers or vinyl letteringâ â as a medium for your most intricate designs.
Namely, Sticker Mule educates its audience about how âafter one year of research and testing [its] developed a one-of-a-kind processâ that not only reduces cost but makes application easy. As pointed out, you âSimply remove the backing, set it on the surface, rub it, and then slowly pull the transfer tape off to reveal your design.â
In other words, Sticker Mule teaches its audience exactly how to use the product, with an emphasis on simplicity and durability. And as Sticker Mule CEO Anthony Thomas told me, âAfter adding this video to our website, we saw our conversion rate go up by 17%.â
The videos are about how to use landing pages to capture leads⌠and not only is there a call to action on the page itself (âSend me new episodesâ) but also the videos capture leads using Wistiaâs Turnstile email collector. (Iâll say more about CTAs in point four.)
For now, hereâs a snapshot of the latest numbers for The Landing Page Sessions:
Even more impressive than views, however, are the conversions. When the first video was less than a month old, Wistia reported, âThus far, with three released episodes, [the] campaignâs videos have received over 3,000 views and captured over 600 email addresses.â
2. Donât make it simple
If you want your landing videos to suck, then go for complexity.
Complexity can take many shapes: technical complexity, messaging complexity, production complexityâŚ
Consider telaFirm, the now out-of-business telephone verification service:
Notice the jargon-heavy language in response to the question, âHow do I get started?â: âVerification is easy for you and your customer. telaFirmâs service is integrated into your existing website via a convenient, platform-independent API.â
In addition, instead of focusing on a single problem, a single solution and therefore a single call to action, the video attempts to pack an explanation of all telaFirmâs services into 2:22. For instance, at 1:28 they introduce âPhoneTrace,â and again rely on unnecessarily complex and technical language: âAnother telaFirm advantage is the optional ability to detect and block VOIP numbers through our PhoneTrace solution âŚâ
While initially seductive â especially if youâre going for depth â complexity is a conversion killer. It confuses, overwhelms, dilutes value and doesnât give your audience a compelling reason to act.
The antidote is simplicity.
And this is true across the board. After surveying more than 7,000 consumers and interviewing hundreds of marketing executives and other experts globally, Harvard Business Review discovered that what makes consumers sticky â âthat is, likely to follow through on an intended purchase, buy the product repeatedly, and recommend it to othersâ â is one common characteristic:
We looked at the impact on stickiness of more than 40 variables, including price, customersâ perceptions of a brand, and how often consumers interacted with the brand. The single biggest driver of stickiness, by far, was âdecision simplicityâ â the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. What consumers want from marketers is, simply, simplicity.
The king of video simplicity is Dropbox. Hereâs exactly what its first landing page looked like:
The video is banal, a simple three-minute demonstration of the technology as it is meant to work, but it was targeted at a community of technology early adopters ⌠If youâre paying attention, you start to notice that the files heâs moving around are full of in-jokes and humorous references that were appreciated by this community of early adopters.
Drew [Houston, founder and CEO of Dropbox] recounted, âIt drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 people literally overnight. It totally blew us away.â
Fast forward to today and DropBoxâs videos are still just as simple â if not more. Now its videos focus more on the customers and how the product itself can simplify their lives with organization, connectivity and storage.
In other words, where telaFirm focuses on the features, Dropbox zeroes in on the benefits.
But what if you have a particularly complex industry or product?
Donât fret. Even complex ideas can be put into simple terms, especially if you use video.
Take Choozleâs video for example, whose advanced digital advertising tool is explained using simple imagery, focusing on the main benefits and â of course â starting with the pain point and addressing how the company resolves it.
To ensure your video keeps it simple, ask yourself:
Am I zeroing in on the benefits rather than the features?
If I do include features, is the language easy to understand for a complete outsider?
Are there any technical terms that I need to explain⌠or cut entirely?
Does my video center on one problem, one solution and one call to action?
3. Donât tell a story
The worst thing to do is build your video around your product.
This is profoundly counterintuitive, especially when you consider the videos featured above. But, as Drew Houston explained regarding Dropbox:
To the casual observer, the Dropbox demo video looked like a normal product demonstration, but we put in about a dozen Easter eggs that were tailored for the Digg audience. References to Tay Zonday and âChocolate Rainâ and allusions to Office Space and XKCD. It was a tongue-in-cheek nod to that crowd, and it kicked off a chain reaction. Within 24 hours, the video had more than 10,000 Diggs.
The point is that Dropboxâs landing page video had a host of connection points that resonated with the story its target audience already identified with. This is exactly why the Easter eggs worked. The references and allusions were tailored to reach the companyâs target audience by calling subtle attention to the message: âDropbox is just like you. We love the same things you love. Our story is your story.â
But, how do you create a compelling story when time is of the essence?
To create a compelling story, you need four ingredients: a goal, a hero, a problem and a supporter. The following graphic is a simplified version of whatâs known as the Heroâs Journey or the Fairy Tale Model from Storytelling: Branding in Practice:
But what does this look like in an actual landing page video?
Take a look at GetResponseâs introduction to email marketing:
First, the goal or mission: In order to grow, online business need to âbuild and maintain relationships with people interested in its product or service.â
Second, the hero: The business owners themselves.
Third, the obstacle: Spending money to get visitors only to have them âscroll, click, leave, and never come back.â The video also includes two other common obstacles: lack of time and lack of expertise. However, every obstacle is framed as an obstacle to the original mission.
Fourth, the supporter: Notice that GetResponse is not the hero. Instead, the business owner is the protagonist (at the risk of sounding like a freshman English professor). GetResponseâs only role is to help guide the hero toward the solution, and thatâs exactly how each feature is presented â not as an abstract function, but as a key benefit to move the hero toward the original goal.
4. Donât have a compelling CTA
Compelling CTAs are the holy grail of landing pages⌠the same is true for video.
The truth is you can have the most educational, story-driven and downright enjoyable landing page video, but without a click-worthy CTA, itâs all for nothing.
To start, your videoâs CTA should align not only with the content of the video itself, but also with the landing page. This doesnât just mean being consistent. More importantly, it means being singular. Naturally, you can have more than one button. But make sure every button has the same driving outcome, and make it incredibly clear what you want the user to do is also at the top of the list.
This is where design principles come in, namely what Oli calls the attention ratio. He explains that an effective landing page should have one goal and just one way to get there. This increases the chances of your lead taking your desired action.
So, whatâs this mean for your landing page video? Only give your audience one option. Eliminate all else.
You can use your videos as creative calls to action that promote your best content, guide leads along the buyerâs journey, gain subscribers, bring viewers to your website and even gather their contact information.
To do this, there are essentially two approaches available: off-video CTA and in-video CTA.
Off-video CTA
For the first approach, take a look at Wistiaâs landing page. The central goal is to drive leads to request a demo. The team uses their landing page video as a supportive resource to provide educational information, as well as to offer a push toward their goal of getting those demo requests. However, be wary of not using a contrasting color for your CTA, like the one below.
Watch the video. Request a demo. Image via Wistia.
Hereâs another great example that includes using a full form right next to the video as a way to unlock it:
Check out that sexy directional cue. Image via Unbounce.
In-video CTA
For the second approach, you can experiment with adding CTAs within your videos as gates.
Gating your video before it starts will pre-screen leads. Are they actually interested in viewing your video? Or are they just meandering around the web? Using a gate in the middle of your video is like giving them a teaser and then asking, âWant more?â Gating at the end of video will mean youâve already qualified a viewerâs interest, so you have the opportunity to push them deeper into the sales funnel with more force.
While the video itself isnât on a landing page but rather a microsite, Unbounce took this approach by adding a gate to its first Landing Page Sessions video at the two-minute mark using Wistiaâs Turnstile:
The off-video version (A) converted at 6%, which is pretty impressive. However, the in-video version (B) dominated, yielding an 11% conversion rate for âthe same sample traffic.â Thatâs an 83.3% increase.
Whatever method you choose, in the end, your CTA is the golden lever to your conversions. Itâs what ultimately prompts your visitor to deliver themselves unto the heaven that is your product. So make sure you make it clear, easy and relevant.
5. Donât pay attention to the page design
Another huge conversion killer is investing all your time and energy in one amazing video⌠but ignoring how it appears and functions on the page.
So how do you build an effective video landing page and not just an effective landing page video?
First, keep the design simple and consistent. Do this by matching the font, color scheme and overall feel of the page to the video itself.
Next, make the video the hero by using size as its dominating factor. Size is perceived as relative to importance, so naturally, if you want your audience to watch the video, make it the most prominent element on the landing page.
Simply stated: The bigger something is, the more noticeable it is. Size is related to Dominance, but the difference is that Size is relative to everything on the page â or page section, as opposed to its proximal relatives. Hence, the largest thing on the page can be perceived as the most important.
CrazyEggâs previous landing page is a phenomenal example of this principle in action:
Whatâs more, Neil Patel reported that video drove âan extra $21,000 a month in new income.â
6. Donât disable autoplay
Enabling autoplay is like forcing your way into your visitorsâ world⌠without their permission.
Itâs no secret that video-marketing experts Maneesh Garg, Sarah Nochimowski and Maneesh Garg all hate autoplay. And when Ask Your Target Market posed the question, âWhat do you think about videos that play automatically on sites like Facebook and Instagram?â the results were clear:
Admittedly, those number apply more directly to social media. But the sentiments behind them are nearly universal.
Full-stack marketing agency KlientBoost has a whole list of landing page video commandments, the first being âDo. Not. Autoplay. (Or Thou Shalt Be Smited).â
Autoplay is intrusive. Itâs pushy. And nobody likes to have to unexpectedly scramble for the volume knob. Resist the urge to overwhelm your audience with the video that youâre excited about showing. Disable autoplay and instead make your play button obvious and prominent.
Make your landing page video suckâŚ
There you have it.
Six surefire ways to make sure your landing page video sucks:
Donât educate.
Donât make it simple.
Donât tell a story.
Donât have a compelling CTA.
Donât pay attention to the page design.
Donât disable auto-play
Of course, if you would like to make landing page videos that convert like wildfire⌠might I suggesting doing the exact opposite.
If you have your own examples of landing page videos that suck (or some that donât), be sure to share them in the comments.
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