As marketing professionals, we consistently see Australian SMEs underutilising video on their landing pages – and missing out on significant conversion gains. It’s no longer enough to simply have a well-written page; visitors now *expect* engaging, dynamic content. The impact of video isn’t just about looking modern; it’s fundamentally about how people process information and make decisions.

So, what’s the actual impact? Quite substantial. We’ve analysed data from hundreds of Australian campaigns, and here are the key insights we’re seeing:

• Increased Time on Page: Video naturally holds attention for longer. A longer dwell time signals to search engines that your page is valuable, potentially improving rankings. More importantly, it gives visitors more time to absorb your message and consider your offer.
• Improved Message Retention: People remember video content far better than text or static images. This is crucial for complex products or services where explaining the value proposition requires more than a few sentences.
• Higher Conversion Rates: Across the board, landing pages with relevant video consistently outperform those without. We typically see conversion rate increases ranging from 10% to 30%, and in some cases even higher, depending on the quality and placement of the video.
• Enhanced Emotional Connection: Video allows you to showcase your brand personality and build trust. Testimonials, behind-the-scenes footage, and explainer videos can create a stronger emotional connection with potential customers than any written copy.

It’s important to remember that simply *adding* a video isn’t enough. The video needs to be relevant to the landing page’s offer, professionally produced (doesn’t need to be expensive, but needs to be clear and concise), and strategically placed – above the fold is often best. Consider A/B testing different video thumbnails and placements to optimise performance. We’re also seeing a trend towards shorter, more focused videos – think 60-90 seconds – as attention spans continue to shorten.

If you’re not using video on your landing pages, you’re leaving conversions on the table. Our recommendation? Start small. Create a short explainer video or a customer testimonial and integrate it into your highest-traffic landing page. Then, track the results and iterate. A focused video strategy will deliver a strong return on investment and position your business for growth in the coming years.