Videos are a marketer’s best friend, and homepage videos have become one of the most effective means of using your video content to make your website all the more attractive to visitors.
For businesses, the foray into video marketing is more pivotal now than ever. According to Vidyard, 71% of marketers have reported that their video content outperforms other content marketing efforts. Basically what that means is that compared to static content, video content makes the most impact on its audience. But more on that later…
As the importance of video content increases, marketers are working out how to best integrate video content into their website. The emerging use of homepage video has worked wonders in creating new ways for the viewers to interact with the websites they visit.
So why is it that homepage videos have become so successful in converting visitors into legitimate leads?
"Including video on your site alone, can reduce your bounce rate by up to 34%"
They Keep Visitors On Your Page Longer
With today’s dwindling attention spans, you want something that grabs the viewer and invites them to stay on the website and explore further. Studies show that 88% of viewers will spend more time on a site with video. This is referred to as ‘dwell time’, or the time spent on a page after someone’s click on it.
While video alone will help increase viewer’s dwell time, you still want your video content to be attention-grabbing enough to capture the viewer's attention in the first place. Hubspot studies suggest that such videos should remain under the two-minute mark to hold the most viewers’ attention.
From a digital marketing standpoint, decreasing bounce rate is the common goal to ensure that visitors stay on your site longer and explore. Marketers put the sweet spot of bounce rates at around 40%, with anything under 30% being excellent. It’s here that videos can really come to the rescue. Including video on your site alone, can reduce your bounce rate by up to 34%! Note: Make sure not to leave autoplay on! By leaving autoplay on, you can’t measure bounce rate, which means you won’t receive any of the benefits from lowering it!
Through the data gathered, it’s pretty obvious that adding video into the mix not only assures that audiences are drawn into your site, but also that they are given strong reasons to click-through to other pages on your site.
Homepage Video Drives Traffic, SEO, and Share-ability
Digital marketing strategy really does have a language of its own. At its very core, though, you’ll want to understand traffic and SEO (Search Engine Optimization). As you probably know, traffic is the volume of visitors to your website. But it’s SEO, the strategy that equips your site to shoot to the top of the Google results, that can really flourish with video content.
Dwell time, along with other factors, plays a big role in SERP rankings, and the longer someone’s on your page, the more advantageous it will be for your company’s SEO strategy.
Studies show that having video on your site alone makes it 53x more likely to be featured on the first page of Google. With a strong SEO comes high visibility, which means higher sharing.
Viewers Retain Info Better from Video
Creating a great website is all about creating a memorable user experience. Videos are not only fun additions to keep viewers on your homepage, but they’re also informative. With viewers retaining 95% of a video’s message versus an article’s 10%, it’s no wonder why companies are turning to video content to drive their messages across to new audiences. Marketers are turning to explainer videos, testimonials, and about us videos to welcome audiences to their website and offering information that matters!
They’re the Secret Weapon for Conversions
A company website, in most cases, is the hub for conducting online business. The interactive nature of videos alone draws in viewers and makes them more likely to make a purchase. Replacing images with videos on your homepage alone can increase conversion rates by up to 12.62%!
The online commerce market today is all about conveying trust. So, whether it’s a testimonial video, an about us video, or an animated explainer, a great homepage video will educate and build trust with a viewer that will drive them a step closer to making a buying decision.
Slideshare’s research on webpage videos has shown that landing page videos were shown to increase buying conversions by 80% and further, that marketers who use video on their site grow revenue 49% faster than non-video users.
When it all boils down to it, it’s harder to see why so many websites still don’t feature homepage video content. Demographics across the board turn to video to inform themselves and seek trust. So as a savvy marketer, you’ll realize that video content will increase your visibility and grow your opportunities to connect with a new and eager audience.
To find our how ASL can help create your homepage video click here!
