Whenever a visitor arrives on your website’s landing page, there are lots of factors that have to be right if you are to make the most of this conversion opportunity. A/B split testing and multivariate testing can teach marketers a lot about which parts of a page are the most efficient.
Videos are proving to be increasingly popular on landing pages, and can help to increase conversion rates, but this medium does have its limitations: if it is badly implemented it can cause somebody to hit the “back” button before you have even completed your first sentence, and they are unlikely to come back.
When used well, however, videos on a landing page can increase conversions by up to 80%. One reason for this is that it makes visitors stay around for longer. This increases the exposure to your brand and allows you to build trust with the prospect. Trust is further increased among visitors if a video features one of the individuals behind the brand, as this personalises the experience, helping to boost conversion rates when compared with a faceless corporate logo.
A large part of working out how to best optimise your own landing page videos is to test, test and test some more. Create a variety of videos and test one against another, again and again, until you have found the best performing one.
Here are a few things to consider before implementing a video (these are also key areas for testing):
For many users, the idea of a video itself is a source of friction: How long is? Is it actually relevant to what I’m looking for? Will it load quickly?
To address this, you need to sell your video to your visitors. You need to identify the key benefits of watching your video, and clearly communicate them in order to get them to watch your video. Some of the typical advantages of video over copy are:
- Getting a page’s worth of information in less than a minutre
- Viewing a product demo
- Hearing from an authoritative person (e.g. company CEO, industry specialist) on the product the website advertises
Whatever the value of your video, it needs to be expressed upfront. How you express it can vary. Make use of headlines, subheadlines, descriptions, tags and even thumbnails to find what works best for your site.
Whether or not a video should start playing automatically when a webpage is loaded is an ongoing debate in conversion optimisation circles! Few deny that, as a user, it is an incredibly annoying feature, however many marketers have found that autoplaying their video does increase their conversion rates considerably. Make a decision to avoid annoying your prospects, regardless of results, or better still try both options and test which has the most positive effect on your visitors’ behaviour.
Make sure the video is “above the fold” and not surrounded by cluttered information that will detract from the sales pitch. Some landing pages have nothing but the video and a call to action button, while others use the video in combination with text and images elsewhere. In any case, make it clear what the next step is after watching the video. Do you want users to fill in an enquiry form, click-through to the rest of your site…? Use a sequenced and controlled eye-path to limit distractions and smoothly guide users to your conversion goal.
Making a text transcript of your video available is a good idea for several reasons. Firstly, it conforms to web accessibility standards. Secondly, it can be a real SEO boost, because as yet search engine spiders can’t “read” the audio or screen. And thirdly, some of your visitors will simply prefer to read than watch.
Will your visitors respond best to a 30-second video blast or an extended 10-minute long detailed demonstration? It is important to find the balance between providing enough information and avoiding getting boring, so comparing visitor reactions to different lengths and formats will let you know the typical responses of your target audience.
Calls to Action
Adding a call to action on a landing page is well known to increase conversions, and including a call to action in the video itself can boost them further. A simple, “sign up below”, “buy now” or big red arrow pointing at the button you want people to press at the end of the clip can be really effective.
Once you have tested and optimised your video for your landing page, it is possible to repurpose it by posting it to YouTube. Videos typically perform well in Google search results, and it increases awareness and visibility of your brand, while also enticing more new visitors to your site.
After two and a half years of preparation and 18 months in beta testing, Google AdWords have made Dynamic Search Ads (DSAs) available to all its advertisers. This offers great potential to marketers, but as the widespread launch has been announced it has become clear that there are difficulties that can arise when marketers use DSAs without enough care or expertise.
Dynamic Search Ads are a way to allow Google AdWords to use your website, rather than specified keywords, to generate advertisements. As 16% of the searches that take place each day have never been seen before by Google, it is impossible to plan for every keyword combination eventuality in your PPC account. What DSA does is use up-to-date content from your website, as crawled by Google’s organic search crawlers, to dynamically generate an ad with a dynamic headline and description lines pre-defined by you.
DSA campaigns can be generated from the content of your whole website but it is probably better to go with one of the narrower targeting options; either by product category, website URL, page title or page content.
Advantages of Dynamic Search Ads
One of the main benefits of DSAs is that you are able to target a wider range of search queries and choose to advertise a wider range of content on your site without having to create an expansive list of keywords and ad copy. This brings a much needed reduction in a PPC managers workload as you wouldn’t need to update AdWords with your new products, hotel destinations or online games, Google’s spidering technology will do the work for you. Without the wait to write new ad copy for each new item you launch, your latest product line will show up in your PPC ads incredibly quickly. Companies who have very large product ranges, and those with fast turnovers, are likely to appreciate this benefit the most.
Many advertisers are having great success with DSA, with little extra work. Google reported that, during the pilots of the scheme, the majority saw, “5-10% more clicks and conversions”, and because complete statistical information is made available, many advertisers are appreciating the unexpected advantage of finding their AdWords reports are full of hundreds or thousands of new search terms. This data can be invaluable in planning future campaigns. And while using DSAs does require a certain leap of faith in handing the reins to Google, it is still possible to specify exclusions, so that your entire website isn’t targeted. You can also include negative key words, to prevent your DSAs showing up against irrelevant searches.
Longer ad headlines than are usually allowed on AdWords have also been reported with DSAs, which is definitely a bonus.
There are some aspects to DSAs that have caused some concern. Possibly the biggest issue is that, by allowing Google the power to use dynamic search, you do relinquish some control over which searches your ads appear with. This means that it might be displayed alongside some very generic and irrelevant searches. This is where use of the exclusions and negative keywords is intrinsic. Although due to the very nature of DSAs a high level of work would be needed to keep on top of this.
Another reason that DSAs won’t be for everyone is the fact that they would undoubtedly require additional budget. If you find you are already loosing impressions share on your existing search campaigns then this is probably a priority, ahead of spending extra money on dynamic search ads.
Andrew Lolk at Search Engine Journal tells a cautionary tale about a previously well-managed PPC account, which spiralled somewhat out of control when DSAs were activated. It is clear that accounts running dynamic search ads do require attention, and that relying on Google to entirely self-regulate in this respect can lead to wasted money and badly targeted promotions. An increased budget and an account overseen by a PPC professional are often the best way to make the most of DSAs, so not all advertisers feel equipped to dip their toes in the water.
Overall, dynamic search ads can produce really good results but they do require regular maintenance to ensure that they are making the right assumptions about targeting. By agreeing to the broader exposure you may lose some ability to fine tune your marketing, although traditional PPC options are still available alongside the DSAs, which can help to balance out this effect. The keywords and other data insights you glean from DSAs can inform your future keyword bidding, and the technology certainly has exciting possibilities. Therefore with careful optimisation, dynamic search ads can help you to expand your marketing and target those searches that would otherwise not be catered for if you were limited to keywords identified in advance.