Including a video on your landing page can increase conversion by 80%

Posted by Tim Chalklen on 25 April 2017

Including a video on your website homepage or content landing pages is a great way of capturing a site visitor's attention. However an important element of the video marketing process is to ask yourself "what is the strategic reason for including this video in the first place?"  It sound obvious but many organisations fall in to the trap of including a video that actually has no relevance to what the site visitor is looking for.  So before you embark on a video production take time to think about who the site visitor is, what information they need and does the video form part of our overall content plan? 

Reasons to include a video as part of your overall content strategy:

  • Including a video in an email leads to a 200-300% increase in click through rate*
  • Adding a video increases the website's chance of being visible on the front page of Google search by 96%*
  • Video inclusion helps boost SEO but you still need to target the right audience with the right keywords integrated in the video title, description and meta tags (at the moment SE can only index text based content so include annotation tools and captions too)
  • Video has a higher user engagement rate than articles, info graphics and images
  • Website visitors are more likely to pay attention to a video (if it's relevant) 
  • The emergence of 360 degree or immersive videos use the latest film technology to record views in every direction. This brings the video to life and takes the customer to the next level of engagement using virtual reality film to place the user into the actual environment, making them the spectator or participant (YouTube now support 360 degree video's) 

(Source: - for more useful stats check out this great info graphic from Hubspot)

Video's can therefore increase your organisations online presence; here's some ideas as to how you can use them:

  • Make your 'About Us' page more personal
  • Tutorials, support and coaching
  • How to - product video's
  • Client reviews and interviews
  • Events, speeches and presentations
  • Video blogging
  • Product and service showcasing
  • PR showcasing - upload media highlights

Don't forget, if you’re about to embark on a video project or already have video on your website – be sure to share these on all your social channels.