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
-
Better Conversions with Java Script Pop Up Form or with Independent Page (URL)?
Greetings MOZ Community? I manage a commercial real estate site (www.nyc-officespace-leader.com). Visitors view listings (for example:http://www.nyc-officespace-leader.com/listings/303-broadway-building-office-sublet-11189sf). If they want more details they click on the "Interested In This Space, Contact a Broker" button. They get directed to a contact us form like: http://www.nyc-officespace-leader.com/contact-us?from_listing=303-broadway-building-office-sublet-11189sf We are redesigning this form. Remove much of the text and allowing the visitor to check questions pertaining to the property, like "Schedule a Tour", "Get Floorplans", "Details on Similar Space'. Currently this conversion form is on its own URL, and as such has menus on top, which I am concerned could distract the visitor. Would we get better conversions if this form was a Java script pop up with no menus. That way there would be no distraction for the visitor and we would have a better chance of converting them. Any thoughts? Also, we are using Google Tag Manager and Google Analytics to track conversions. Would changing to a Java Script pop up form have any implications for tracking? Thanks everyone!!! Alan
Conversion Rate Optimization | | Kingalan10 -
How Would You Market A Photo Of Jay-Z Wearing Your Client's Apparel?
If Jay-Z was spotted wearing your client's sweatshirt, how would you maximize the marketing potential of this photo and opportunity to sell more sweatshirts?
Conversion Rate Optimization | | farmiloe0 -
Does adding a well scripted and produced video help significantly in conversions from visits to my divorce lawyer website to calls for my services?
Should the addition of well scripted and produced video to my divorce lawyer website increase my conversions and, if so, to what extent?
Conversion Rate Optimization | | hildebrandlaw0 -
Page URL - Hyphens or Underscores?
What's better for SEO and why? (any references would be greatly appreciated) For the purpose of a URL of a page is it better to use: Hyphens Underscores Would hyphens or underscores be better for Google Adwords?
Conversion Rate Optimization | | HMCOE0 -
Conversion Rate Optimization (CRO): Best Approach/Plan Documentation
Hey Mozzers - First off, I am well aware of what CRO is, its benefits, and why it is essential for any inbound or performance marketing campaigns. However i am a total newbie at the actual planning and implementation of CRO, so any advice/feedback on the questions below are much appreciated! When planning a CRO experiment/test what is the best way to document it? Should i develop the full plan ahead of time laying out each element? If so, what elements should i include in this plan? What are the KPIs i should report on? What tools should i use for reporting (i was thinking a blend of Google and Clicktale)? Any lessons learned through out your campaigns? Thank you all so much for your input! Regards - Kyle
Conversion Rate Optimization | | kchandler0 -
Any SEO tips for optimizing / driving traffic to category pages?
Hello! I listened to Adam Audette at Linklove in Boston this month and he spoke a little on creatively linking product pages back to their respective category pages - as it had an effect on the SEO... However, I don't know much about "internal" linking... Any other SEO tips for optimizing / driving traffic to category pages? Thanks!
Conversion Rate Optimization | | BGroup0 -
How to improve Time to First Byte? Page Load Speed
I am working with a ecommerce site that is having major issues with their load speed. The ttfb is...wait for it...7911 ms. I am not even sure where to start with this issue. If you have any recommendations, it would be appreciated. Is it the clients servers that are slow? They have went through multiple redesigns and have some code that could probably be deleted but I don't think it would make it that slow.
Conversion Rate Optimization | | lhawk2 -
Proper Landing Pages for PPC ads
One of our sites is for a local Promotional Products company that focuses on local big businesses to set up accounts with. We are trying to grow our customer base with this site through use of a PPC campaign, but are unsure of where to send them. We were thinking about a page with content about what we do and our contact information, or putting together videos with this information to send them to. Does anyone have any advice for a killer landing page that not only is good for getting conversions for promotional products through PPC, but also could get us organic traffic? Thanks in advance for the help!
Conversion Rate Optimization | | ClaytonKendall0