As marketing professionals, we consistently see Australian small and medium enterprises underutilising video on their landing pages. It’s a missed opportunity, because the impact of well-placed video on conversion rates is significant. Simply put, video helps turn visitors into customers. We’ve analysed countless campaigns, and the data consistently points to a clear advantage for pages incorporating video content.
Why is video so effective? It comes down to how people process information. Humans are naturally visual creatures. Video captures attention far more readily than large blocks of text, and it’s easier to digest. This is particularly important on landing pages where you have a limited window to make a strong impression. Here are a few key insights we’ve observed:
- Increased Engagement: Video keeps visitors on your page for longer. Longer dwell times signal to search engines that your content is valuable, potentially improving your search rankings. More importantly, a more engaged visitor is a warmer lead.
- Improved Message Retention: People remember information presented visually much better than text. A short explainer video can communicate your value proposition far more effectively than a lengthy sales copy.
- Enhanced Trust & Connection: Seeing and hearing a real person (even in a professionally produced video) builds trust. This is especially crucial for service-based businesses where personal connection is key. Testimonials in video format are particularly powerful.
- Higher Conversion Rates: Across the board, we see landing pages with relevant video consistently outperform those without. Increases of 80% or more in conversions aren’t uncommon, depending on the quality of the video and its relevance to the offer.
It’s not just about *having* a video, though. It needs to be strategically placed and optimised. Above-the-fold placement is generally best, and ensure it auto-plays (muted, with captions) to immediately grab attention. Keep videos concise – aim for under two minutes. Finally, always A/B test different video variations to see what resonates best with your audience. We anticipate that by 2027, video will be considered a non-negotiable element of high-performing landing pages.
If you’re not currently using video on your landing pages, now is the time to start. Begin by identifying a key pain point your product or service solves, and create a short, compelling video that addresses it. Then, track your conversion rates before and after implementation to measure the impact. If you’d like a personalised assessment of your current landing pages, and a strategy for incorporating video, reach out to us for a consultation.
