Photos or Video Best for Landing Pages?
-
My real estate brokerage firm is promoting a listing via advertising on LinkedIn. The advertising links to a landing page: http://www.nyc-officespace-leader.com/MidtownLawOfficeSublet3300SFBelowMarket
Rather than photos, the landing page has a 1 minute video. So far we have had about 10 visits to the page. Visitors leave the landing page after a few seconds. So they are not looking at the video.
Would it be better to replace the video with photos? Or is engagement generally better with video?
My thinking is that business owners may not have the patience or the time for a video and they would more likely have the time and willingness to click on photos.
I would be willing to test this further, but at $5/click it could get costly!
Any thoughts?
Thanks,
Alan Rosinsky -
Something to consider regarding how you're measuring the traffic to the page...
Do you have tracking of actual interaction with the video in place? (e.g. Play click, length of video viewed, where they stop?) I ask because we need to remember - Google Analytics by default counts a bounce visit as zero seconds, regardless of how long the visitor actually stayed on the page. This is especially important for landing pages.
And what is the call to action on the page? Unless the CTA entails a second interactive hit to Google Analytics (like a second pageview), even successful page visits will be tracked as zero-second bounces.
All this is to mean - the time on page being so low doesn't necessarily mean the video isn't being watched. It might, but you need other tracking to know for sure. And you do need to know in case it's not a problem that the video isn't being watched, but instead the video is being watched but isn't persuasive enough.
-
Hi Alan, I see Roman has already given a pretty detailed answer to this question which has some really good points. The only reason I'm not marking it as "good answer" is that, I would add the caveat that you should be building with your audience in mind. Therefore jargon etc. is acceptable if you know your audience talk that way.
Hotjar and Crazyegg are good tools to gather some information, as Roman suggests. I would also consider something like Optimisely or VWO to test variations of the page against each other, that being said I absolutely feel your pain about LinkedIn prices and the cost of testing. I'd recommend experimenting with Google Adwords to try to get some cheaper clicks through, you could also use usertesting.com or usabilityhub to gather specific feedback about the pages, from your target demographic, without having to wait for them to click through naturally.
It'd be worth considering what tracking you can add to the page. If you have Google Tag Manager installed on the site you can add scroll tracking to see how far down the page people actually scroll, Wistia should be able to tell you whether people are watching your video and tracking all the link clicks could give you information on whether they are clicking elsewhere. As a side note, have you considered adding links to supporting pages on the site? It could help reassure people that they are giving contact details to a reputable firm.
Hope that helps!
-
-
I think the problem is not the video or photo I think the main problem could be the landing page itself. I will suggest you run an audit of Landing Page Analyzer
The main problem from my point of view is your landing page does not capture my attention in the first 3 seconds.
So rebuild the header text, remember you need to
propose a problem and show a solution for that problem.It just my opinion, but I have to face the same problem over and over again because I have to manage over 50 landing pages on Unbounce every week
Always Be Very, Very Specific
When you make a statement in your headline, be very specifc. Never say “easy-to-use software.” Easy is much too vague. What makes it so easy, exactly? Is it easier to use than your competitors? How, specifcally? Always ask yourself the questions “how, exactly?” and “so, why is this important?” when writing headlines.
Make Sure Your Unique Selling Points Are “Really” Unique
I see this very often. A business writes down their unique selling points (USP’s), but it does not compare them with the competition. When you ofer free shipping, and your competitors do as well, your free shipping is not a USP. Your visitors will compare you with your competitors. If you ofer the same benefts, you’re not uni-que. Emphasize your unique diferentiators, those that others don’t mention and, ideally, something they can’t compete with.
Match Your Visitor’s Expectations
Most of your visitors come to your site via a digital channel. Make sure you match your visitors’ expectations by using the same wording on your landing page as you did in the previous step. For example, make sure there’s a nice “scent” between your ads and headlines by using the same words.
Support Your Claims with Proof or Evidence
Your claims will be much more efective when you support them with hard proof. Using “best restaurant” is too vague. Support your claim with proof: “best-rated res-taurant on TripAdvisor.” You could also use numbers as evidence, e.g., “14,102 books sold” or “over 1384 customers trust us.”
Always Be Super Clear and Easy to Understand
Remember that your visitors do not work for you and are not privy to your indus-try-based lingo. Avoid words that make perfect sense to your colleagues but do not ring a bell for your visitors. Make sure you use language that he/she can readily un-derstand. Talk to your clients like they are right there with you. It’s not about you; it’sit’s all about your visitor. Aim for a Grade 6 reading level and be jargon-free.
SOME EXAMPLES
The Biggest (and Easiest) Secret of {Desired Outcome}
The Biggest (and Easiest) Secret of Successful UnicornsMake {Desired Outcome} That Matter
Make Blog Posts That Matter{Number} of {Authority} Are Right/Wrong About {What They Do}
83% of Scientists Are Wrong About Counting CaloriesIF THIS ANSWER WERE USEFUL MARK IT AS A GOOD ANSWER
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Adwords landing pages with no site links
Adwords best practices say to focus landing pages on conversions, with no navigational links to the rest of your website so they don't get distracted. However, now that Google Ads in the SERPs look so similar to organic results, visitors may click the ads instead of the organic result because that's what they see first. What is the risk of turning off these visitors who come to a landing page with a form, instead of a way to navigate through the rest of your site? Discussion question: Trade-offs between a form-focused landing page and providing navigation to the rest of the site?
Conversion Rate Optimization | | JannetteP1 -
Is anyone aware of stats stating how many people abandon pages the deeper they get in a site?
For example, let's say someone enters via a landing page, and instead of having a form there is a button to a form. What percentage of people will click the button and fill out the form vs if the form was right there on the page? Basically, I am trying to figure out what percentage of users do websites lose for every click a user makes on the site.
Conversion Rate Optimization | | Firestarter-SEO0 -
Any possibility to track goal completions/conversions at a sub-page (non-landing page) level in Google Analytics?
We’re promoting our sub-page it's http://www.flightcentre.ca/flights/london on our homepage under the slideshow so I need to see how many people went to the homepage, then went to this page, and then converted (enquired or booked.) What I can’t see is how many people did that. I know how to look up how many people landed on that page and then converted, but I need to know how many people navigated there and then converted. Is that possible? I can only see Goal Completions if I look at that page as a landing page, but that only presents a very slim view of the total visits when compared to those pages generally. Any way to check the entire behavior or activities happening through this page i.e. /flights/london?
Conversion Rate Optimization | | flightcentre200 -
No form on PPC landing page
My client has explained to me that they want to drive sales CALLS instead of form submissions because they feel they have a better chance of "closing the deal" on the phone. So my company is working to design a PPC landing page that focuses on the phone number. But the question is, do you still think we should include a simple form on the landing page? There are two competing trains of thought in my office. One is concerned that if we offer a form, people won't call. The other is that if we DON'T offer a form, we will lose out on possibly good customers. In addition to the form, no form question is the question of providing additional links to other parts of the website. One person I work with is concerned visitors will leak away and not pick up the phone. My concern is that if we do not offer a way to "learn more" the visitor will become agitated and not call at all. This is specifically for a focused PPC effort. To recap:
Conversion Rate Optimization | | WestAdvertising
1- Form or no form?
2- Links or no links?0 -
Good examples of video marketing by service businesses?
Do you know of any service businesses (ie not software or SaaS) that uses video marketing effectively?
Conversion Rate Optimization | | JacobFunnell
Especially any company offering more than one service. Just for example, a training company of any kind. Literally anything that comes to mind will help me so, so much. My Google-fu is failing me on this one.0 -
What is the best solution to track conversions on local plumbing site (non-mobile)?
What is the best solution to track conversions on our local plumbing site? 95% of leads coming from phone calls, the rest – from the contact form we have on every page. Is there a reliable solutions to track conversion rate for non-mobile local site? As a side note, we have 6 different phone numbers on our site that users can call in order to reach us.
Conversion Rate Optimization | | dinok_ya0 -
SEO For Personalized Content Pages
Hi, We are building a site that has content that personalizes based each visitor. This is being done to serve the most relevant content for conversion purposes and NOT for SEO purposes. So, there are many diferent versions of each page based on the visitor's location, device, browser, keyword-used, traffic source, etc. Obviously, we don't want this to appear like cloaking (it is genuine content personalization) and wondered how Google would view this? What is the safeguard for protecting the website from potential penalties? Any help would be greatly appreciated! Thanks in advance.
Conversion Rate Optimization | | Clickthroo0 -
Thoughts on meta descriptions - best click through rates
Hi All, I recently heard a tip from a prominent SEO'r that meta tags should be custom written by professional copywriters. Well, I want to head down that path. What are your thoughts on these two options: Buy the top-selling <xyz product="">. 20 year warranty, 30 day money guarantee + free, fast shipping! Includes <1-2 features or included accessories of product></xyz> or Buy our top-rated <xyz product="">today</xyz> & save! Over 20 5-star rated reviews + free, fast shipping! Includes <1-2 features or included accessories of product> Would you focus on the warranty, reviews, product accessories, money back guarantee, free shipping over a certain cutoff, customer service (which we have a toll free number for) or another factor? Are there any good articles out there outlining this? Do you think the way I've structured it is good/readable? What about the use of '+' instead of '&'? Is the cutoff limit still 156 chars? Any thoughts/views/ideas are most appreciated! Thanks
Conversion Rate Optimization | | bradkrussell0