Adding a video to WordPress landing pages can make website visitors spend over 88 percent more time than usual on the page and it can also increase conversions by over 80 percent.
Videos have become increasingly popular in the last few years and all for a very good reason – Videos have the power to engage audiences, influence viewers, and drive conversions.
But just adding a video to landing pages does not guarantee great results. You need to ensure that the video fits your landing page, aligns with the web copy, and compliments your business website. In today’s oversaturated video landscape, you need video content that provides value to the viewers and delivers a clear message.
In this article, we go through the tips to optimize your WordPress video landing page:
1. Add captions or subtitles
You cannot expect website visitors to switch on their audio or plug-in their headphones just so they can watch a video that is trying to sell them something. People do not have the time nor the patience for that anymore. In fact, the majority of users now prefer to browse on mute.
That is why you should add captions/ subtitles to all your videos. You can either hardcode the subtitles in your videos by using an online video editor or upload an SRT file directly to the video hosting platform. If you have a multilingual target audience, you can also upload the subtitles in different languages to ensure all of your prospects are able to watch and understand the video.
2. Make your video landing page accessible
The video on your WordPress landing page should be embedded in a space that is easily accessible by website visitors. With visible controls, it should be easy to play, pause, or mute the video. Make sure the video is embedded directly on the landing page and does not lead the visitors to a different website, without converting them first.
More importantly, videos shouldn’t overpower the rest of the landing page and take too much space. Users should be able to play the video in the background while checking out the rest of the page. After all, the goal isn’t just to get people to watch the video from start to end. The goal is to keep prospects on the landing page for longer and convert them successfully.
In most cases, you should create a video specially created for that particular page to depict and reinforce the objective of your landing page.
3. Be careful with autoplay
Yes, autoplay can definitely be annoying when implemented incorrectly but you can also use it to your advantage to increase conversions. To avoid increasing the bounce rate, your autoplay videos should be as engaging as possible.
Though you should remember that autoplay takes more bandwidth. It would take longer for pages to load which can create potential problems for mobile users.
Here are a few things to keep in mind for autoplay:
- If you have a video without sound, then autoplay would be perfect to implement.
- If your video does have sound, make sure that it’s on mute by default. Website visitors can decide if they want the sound on or not.
- Run A/B tests to ensure autoplay isn’t affecting your website’s bounce rates.
4. Create a powerful and relevant script
You shouldn’t add videos just for the sake of adding videos. The videos should supplement the landing page by offering more detailed information instead of repeating the same information that is present on the landing page.
Create a script for your video in advance while ensuring that it aligns with the existing web copy. Ideally, you should use the video to pack information that would otherwise be too complex or long in written form. Your video script should be crisp, powerful, and relevant to the landing page.
5. Keep your videos short but meaningful
Videos on landing pages should be precise, direct, and to the point with easily digestible information. The goal of using videos on landing pages is to support the page and in turn drive conversions. That is why it is necessary to keep your videos short enough so that website visitors will also want to read the rest of the landing page copy and take the next step.
A short and crisp video can deliver your message with clarity and spark the website visitor’s interest. The more interested a user is, the more likely they are to convert. Ideally, your video should be around 30-60 seconds at the most to ensure the majority of users that play the video end up watching the whole thing.
Of course, there will always be some people who won’t watch the video in its entirety, no matter what. Therefore, you shouldn’t save your call to action for the very last. Instead, make sure to add your CTA somewhere at the start or the middle of the video to ensure everyone who clicks on your video actually watches it.
Final words
Adding a video to your WordPress landing page gives you the opportunity to engage your audience through creative storytelling. But the way you optimize your video can make all the difference. After the video is live on the landing page, analyze the numbers for maximum conversions. You can also test different variations and placement of the video on the landing page to get a better idea of what is working and what just isn’t.