A homepage video can also help keep visitors on your page longer, which is great for SEO. According to research by Forrester, having a homepage video increases your chances of being on page one of Google by 53 times when compared to a plain text web page. So what makes an explainer video on your homepage successful?
A homepage video should be short and to the point
When you add the video to your website there are a few things to keep in mind to get the best bang for your buck. Make sure to display the video on your front page and ideally ‘above the fold’ so viewers don’t have to work to find your video. Make the homepage video large, easy to see and be sure it’s obvious that it’s a video people can click on, and not just another image on your page. Use an exciting headline and a nice big play button, and be sure to include a call-to-action link or form directly below or beside the homepage video.
HireSelect homepage video
This animated homepage video for HireSelect simplifies the complex using fun, creative illustration. It’s displayed prominently on Criteria Corp’s homepage and it makes an otherwise complex service easy to understand and approachable. Again, they have a Free Trial button in close proximity to their homepage video which makes for a short cursor trip from the video to the button.
A homepage video should tell the right story
To get viewers engaged in what they’re watching, you need to produce relatable content, content that people actually care about. For a homepage video, that means telling a story that resonates with your potential customer’s pain points. From there, you need to present your solution, focus on just a few key benefits, and end with a call to action.
We recommend considering the rest of your homepage design while you’re crafting the story for your homepage video. If there are elements that people seem to resonate with the most on your website prior to the production of your homepage video, consider adding more emphasis to them in your video too. Especially if you’re homepage video is at the top of your landing page, you’ll need to get people excited to explore the site more. Speaking of location…
Location, location, location
When you add the explainer video to your website there are a few things to keep in mind to get the best bang for your buck. Make sure to display the video on your front page and ideally ‘above the fold’ so viewers don’t have to work to find your video. Make it large, easy to see and be sure it’s obvious that it’s a video people can click on, and not just another image on your page. Use an exciting headline and a nice big play button, and be sure to include a call-to-action link or form directly below or beside the video.
When we helped Crazy Egg post an explainer video on their homepage, it helped them generate an extra $21,000 in monthly income. The video is easy to see, right at the top when you land on their homepage, and it’s just begging you to click play and learn more. Furthermore, it’s surrounded by a clear next step or call-to-action. You can even include annotations within your homepage video that allows people to actually click the CTA and move further down the funnel. That’s what we have on our homepage video!
Springpad homepage video
Finally, this live action video on Springpad.com shows the many features of their app in action. It’s a straightforward way to highlight how an average person can use the app on a day to day basis. The homepage video had well over 200,000 views just a few months after launch. It’s a little more difficult to find than the others, but it fits in well to the rest of the website, is complemented by a hero image that ties into the homepage video, along with some press and a call-to-action.
The Demo Duck team is top notch! I can’t say enough about their work on our homepage video. A++!
Always be testing
Don’t just plop an explainer video on your homepage and call it a day. Always be testing. Use Google Analytics, as well as the data provided by your video host (e.g. YouTube or Wistia) to keep track of how your video is performing and whether or not it has helped increase conversion rates. Tools like Optimizely and Unbounce are just another way to ensure your homepage video is a measurable success.
For help creating your own homepage video drop us a line.