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There is often a lot of confusion that comes when discussing online video with clients. They know they want to put a video on their home page to promote themselves, but without exception, they don’t know what to call this video. Is it a commercial, an infomercial, a promo video, an online ad, an internet spot? You might ask does it matter? Just call it whatever you want and get on with it.
I recommend we all start calling any video intended for a company’s home page a “Home Page Video”.
What properly naming your “home page video” does is give you focus on where the video is going to play and what it’s intended purpose is. Your choice of media (medium + location), should determine your creative approach and knowing that your home page video will most likely be the first thing your visitor will see, hear and interact with after typing in your url, allows you to plan your video for maximum impact.
That said, here are a few benefits of having a “home page video”:
- Extend your first impression: A visitor’s first 8-10 seconds on your site determines whether or not they are going to stick around. Having a video will often extend this window of opportunity 30 - 90 seconds.
- Improve message retention: Studies have shown that people retain only 20% of what they see, and 30% of what they hear, but they retain 70% of what they hear and see together.
- Increase your conversion rates: A well crafted video can significantly improve your conversion rates. Here is an article on how Brendon Sinclair used his home page video to quadruple his conversion rates. Be warned though a malfunctioning video or a poor quality video can backfire and decrease conversion rates.
Stay tuned for some tips on creating effective home page videos, as well as some examples highlighting some of the best home page videos on the web.
Technorati Tags: online video, home page video
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