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
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
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
-
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 -
CRO - Who are the best sources on this topic?
I've got a good handle on SEO and am starting to offer my clients CRO services to optimize on the traffic I'm bringing to their websites. I know the basics of CRO, but have no idea where to look online for authoritative websites on the subject. What are some of your recommendations on websites to take advice from?
Conversion Rate Optimization | | reidsteven750 -
Optimising /product/ pages for our 15,000 product ecommerce store.
Hi guys! We're constantly working on evolving our /product/ pages on the site, however some times it's pretty easy to get lost in your own mess. Especially when the sites consists of 15,000+ products. So it's pretty painful to handcraft every single page. So I thought I'd jump in here to see if anyone had any suggestions for stuff we're missing, and or should improve? These are product pages: http://www.warcom.com.au/products/9954_draytek-vigor-120-single-port-adsl-122-modem http://www.warcom.com.au/products/49884_warcom-deluxe-double-lcd-monitor-stand---free-shipping There is a few issues we're aware of already.. Negatives: To many links in the left menus. To many links in the footer. Positives: We recently included rich snippets.. We're always testing out colors and styles. We're always testing meta data. Any and all suggestions will be greatly appreciated. Thanks!
Conversion Rate Optimization | | warcom
Paul.0 -
Video Conversions
1)I have observed that female voice converts more then male voice in videos. Any one had experienced this stat? 2)Videos without person reading the slides, what's your take on this? As far as my experiences I have made some videos with music background only, but it seems like that videos with person's voice convert more. Is there any video regarding video conversions and video backlinks.
Conversion Rate Optimization | | Sajiali0 -
Keeping pages indexed but making sure they fill out a form before access - confusing Q's
OK so let me break down this little scenario we have going on. I work for a b2b company so we have a lot of gated content that is behind a form fill out - this is how we get a lot of our lead generation. Some pages that we have behind the form are showing up in search which allows people to view the documents bypassing the form. At first I thought, well why dont we just no index that page so that it does not appear in search. But then I thought it would be smart to keep the pages indexed to keep the SEO value, Is there a way to keep these pages indexed but make sure that when they click the link in the SERPS that they need to fill out the form in order to gain access to the document? Something on the backend that checks to make sure that the referral URL was completed or something like that? Anybody deal with this before?
Conversion Rate Optimization | | PatBausemer0 -
How Do I Create a Google Analytics Dashboard for My Designer To Monitor Landing Page A/B Testing
Hello All, We recently started doing some "AdWords Experiments" using A/B testing of our search landing pages. My web design team does not have access to our AdWords account, but they do have "user" access to our Google Analytics account. What I need to figure out how to do is setup an easy dashboard (or custom report) that will show them at a quick glance how the two versions of their page are performing in terms of: Goal Completions (Conversions) where the specific page is the entrance/landing page. Bounce Rate Time spent on site where the specific page is the entrance/landing page. Pages viewed where the specific page is the entrance/landing page. Possibly a way to see the most popular page visited 'next' after starting on the specific entrance/landing page Anything else that might be useful The two URLs would be like: http://www.domain.com/search/testa/
Conversion Rate Optimization | | Robert-B
http://www.domain.com/search/testb/ Any insight about the best way to do this is greatly appreciated! Cheers!0 -
Best Practices in Choose The Right "Meta Description Tag"
Hi there! In the "Meta Description Tag" we use some relevant-descriptive-useful-for-the-users keywords and we keep the length about 155 characters. In your opinion guys, is a good idea to add at the end of the "Meta Description Tag" a strong "call to action"? Maybe with some capital letter? Does it sound strange to Google? Even if this improve the Click Through on the SERPs? What are the best SEO practice to deal with "Meta Description Tag"?
Conversion Rate Optimization | | YESdesign0 -
Mile long pages with calls to action
Do these mile-long pages with a call to action at the bottom really produce more conversions? For example, see http://www.keywordelite.com/. Has anyone A/B tested this format vs. breaking up the content into tabs or some other format with multiple pages? Personally, these turn me off as they seem disorganized, they take forever to read, and they always sound like scams.
Conversion Rate Optimization | | john4math0