ClickBooth's Affiliate Marketing Blog » Videos On Landing Pages

There’s no question about it – videos are one of the most powerful marketing tools there are and when utilized the right way, can tremendously increase conversions. However, before you start implementing video onto your landing pages, it’s vital that you do all the necessary research and do it the right way to avoid wasting time and money.

So before you create your next video and add it to your landing page, here are 4 things to think about…

Quality Content vs. Quality Production

Many times, affiliates will spend a bunch of money on high end video equipment, top-notch editing software, and hours and hours of time on production. However, most times they fall short since they only spend five minutes creating a concept, script and/or story, and then wonder why the video isn’t as effective as they had hoped. While having a well produced video (shot in full HD, with multiple camera angles, and pristine lighting) is ideal and an important part of creating a powerful and professional video, it won’t do much if the content is lacking. Just like inadequate copywriting or unimpressive images can damage conversions on your landing page, so will a poorly executed video. So definitely spend time making sure your video looks professional, but remember that it ultimately comes down to the message and overall content that will transform that visitor from a lead into an actual buyer.

Placement

When incorporating video into your landing page you almost always want it to appear above the fold. This will ensure that it grabs the consumer’s attention from the get go, and increases the chance of them watching it. Now, whether or not you decide to add it to the side bar as additional content, or make it a more integral part of your page, that will all come down to the type of video it is, it’s purpose, and the data you’ve acquired after various split testing. Wherever you decide to place it though, make sure it has good visibility and that it works properly.

Length

In a world where people’s attention spans are shortening by the second, your content needs to not only be compelling, but also short and to the point, in order to have any impact at all. Below is a graph that illustrates the average audience attention span when it comes to online video.

Graph via Techcrunch.com

As you can see, once you get past that one minute mark, the viewers’ attention span starts dropping faster than BP stock prices (See what I did there? ). So when editing your video, make sure it’s long enough to hit all your major selling points, but don’t go overboard where you lose 90% of your audience before any clear call to action is even established. (Note: Another thing to think about is the time/size limit for certain video hosting sites. For example, YouTube only allows up to 10mins for each video. So make sure you take that into account when coming up with your next concept.)

Authority vs Personal Videos

Deciding on what type of video you are going to do should come down to a few different factors. What type of product/service are your promoting? Who is your target demographic? What is the overall theme of your page? If you are planning on promoting your video on a blog site with a personal story, it might make more sense to do more of a testimonial-type video with the person talking about their experience with the product, as opposed to a video that just shows news coverage on the product/service. On the flip side, if you are targeting an older demographic (or a demo that values authority sites like news stations when making their purchasing decisions etc.) you might want to have your video include that type of coverage instead. Once again, it’s always great to split test different concepts like these in order to really see what is the most effective for your page/offer.

While adding videos to landing pages is nothing new, it’s still a medium that not too many affiliates are currently taking advantage of. According to the 2010 AffStat Report, only 29.4% of affiliates reported integrating video into their affiliate marketing plans. However, as creating and editing videos becomes more and more easy (hell, you can even do it on the new iPhone!), I definitely see that number growing tremendously over the next year or two. So next time you create a landing page, consider using video to make an even bigger impact on your consumer. Just make sure you take the time to do it correctly in order to achieve the maximum results.