How much money did you drop on your latest home page video? How long did it take to produce? If you consider the total time and energy you put into creating your video (from the original scripting sessions to the final tweaks), videos can be quite a resource draining endeavor. And if after all the hard work – it’s still not converting visitors for you – well then that’s a serious let down!
In today’s post, we are going to look at 10 reasons why your video is not converting visitors and how you can fix it…
1: Your splash screen sucks
You’ve created what you believe to be a great video; however, you’ve neglected to promote that to your audience. The first thing your audience sees, even before the video, is the splash screen. Your splash screen doesn’t look interesting, so they think your video probably isn’t interesting either.
What kind of splash screen should you use? A splash screen should be intriguing, and it should elicit interest. If you’ve accomplished both, your viewers are going to want to click the play button. The splash screen below does neither, so what is wrong with it? First, clouds do not say anything about the video content (which was about marketing strategies); it is simply an image used to fill space that otherwise would have been a black screen. Second, the splash screen doesn’t create a “hook.” I’m not interested in watching the video because there is nothing telling me that it might be of use to me.
So what makes a great splash screen? A splash screen that DOES elicit interest from your audience. How do you do this with one image? Ask a question that’s relevant to your audience’s needs. This one from HubSpot does just that. The question is “What is HubSpot?” The video was placed on their “About Us” page. Just like that, they’ve created a splash screen that targets their audience’s need (to know more about HubSpot).
What are some other features that make for an excellent splash screen?
A screen shot of the video. Not at any random point in the video, but just before something is about to happen. This is where you generate a “hook” so your audience is intrigued to learn more. Example: Person about to jump out of a plane.
A tagline. Stick to one sentence. Say something that will make people laugh or ask “Why?” or “What?” In a recently uploaded HubSpot video, they included the tagline “I’m tired of marketing teams” on a video entitled “Baby got leads.” HubSpot develops and executes marketing strategies for other companies, yet they’re “tired” of marketing teams. After reading this, I’m wondering WHY would they say that about marketing? The next thing I do is click the play button to find out.
2: You’re missing a play button
The play button will be one of the strongest Calls-to-Action in your video. Without any written content, you are telling your audience exactly what you want them to do. Luckily, the play button is not culturally or nationally based; and therefore, you won’t be losing out on potential viewers. Unbounce does a great job of utilizing the play button to tell their audience exactly what they want them to do, putting it front and center.
3: You’re content is out dated and no longer solves a problem
Your splash screen looks great and you have a very visible play button, so why isn’t your video converting visitors into customers? The answer could be your content. Ask yourself: Does my solution solve a current problem?
Remember when Research in Motion decided to launch the playbook months (and months) after the iPad came out? They missed their window, their marketing failed; and as a result, they lost a lot of their customers to Apple, who filled the need when the need was still alive.
If you’re afraid your content is outdated, take a look at what your competitors are doing and what they have done as it pertains to the solution you’re providing. Bringing up an old problem with a new solution is a great way to grab customer attention; however, make sure you avoid re-gifting a solution (i.e., same product, different wrapper).
4: Your Call-to-Action isn’t working – or you’re not using it!
One of the advantages of video is that you can communicate with people by tapping into 2 of their senses: sight and hearing. So you may be asking yourself, why didn’t anyone visit my landing page when I told them to? Unfortunately, many people will not do something unless it is laid out in front of them; they’ll be even less likely to go out of their way if it’s to spend their own money.
You need to include a written Call-to-Action in your video that emphasizes point(s) in the video and provides a direct link to the next step in the buying cycle (i.e., landing page). Here is an example of a Call-to-Action that tells viewers exactly what to do next and provides them with the way to do it:
5: No one can see your video! (Placement on page)
Have you taken a look at your website’s analytics lately? Do you know where people go when they’re on your home page? Your analytics will be able to tell you where your visitors are clicking, and whether or not they are going below the second fold of your website. Let’s say 18% of all people who visit your home page go below the first fold. But you’ve placed your video at the bottom of the page – the same video you are using to convert visitors to customers. So don’t be alarmed when you notice that the video isn’t working. Instead, place your video right in front of your visitors in order to start seeing conversions.
Here is an example of placing a video where your customers will see it:
6: You’re content is boring – or there is too much selling in it
Let’s face it; people don’t want to be subjected to a sales pitch. In order to generate interest, you need to establish a need and then provide the solution to satisfy that need. If your video looks like an infomercial, then your content is not going to convert visitors into customers. Tell a story, show a case study, use humor or any other method to grab and hold attention and interest. Don’t sell like a used car salesman. The new commercial for the Samsung Galaxy S3 is an example of a video with engaging, humorous content; it sells the product without selling it.
Often, it is hard to try to understand why your content is boring or when it becomes boring to your audience. There are many variables to think about in terms of your audience’s attention span, including:
- People switching between webpage tabs at the same time they are watching your video
- The time periods in which people move back and forth throughout the video
- Drop offs may not result from invalid content, but language barriers. If you’re video is reaching people in other languages – or those who need closed captions – and your video is not equipped for these groups, then you will experience drop offs
However, there is something to be said for understanding high-level drop offs. By studying trends, we can better determine how to enhance our own videos where others fell short. Based on data from Vidyard users, we’ve created this graph to showcase, at a high level, the drop off trends that have been occurring:
7: Your video tries to explain too much
You’ve decided that in order to convert your visitors into customers, you want to tell them a story; your story is about how your product came to be. Instead of sharing the highlights of your journey, you’ve outlined everything – from the phone you used at the same time you created the product to the clothes you were wearing when you created the video. People want facts and proof, not your day-to-day activities. Don’t try to explain every step; explain only what directly relates to your product and affects the consumer.
8: The loading time is far too long (initial load/buffering time)
Are your viewers waiting and waiting (and waiting) for your video to load? According to a study done by TubeMogul, http://mashable.com/2009/12/11/online-video-buffering/
4 out of 5 people will leave a video if it pauses to buffer
TubeMogul looked at “192 million online streams over the course of 2 weeks” to understand audience attention spans among videos that pause to buffer (even once). What does this mean for your video? You’re losing valuable face time with a large portion of your audience base.
9: Your video doesn’t trigger next steps
According to the analytics outlined in #6 above, there was an average of 11-23% of viewers still watching the video at the end. What does this mean for your end-of-video Call-to-Actions? They’re useless. You not only need to make your content interesting, informative and up-to-date, you also need to make your next step explicitly visible right from the start! Don’t wait until the end to tell your viewers where to go (so you can convert them). Reiterate this next step right off the top. Adding in a Call-to-Action within the first 10-15 seconds of your video will get the message across before your viewers start dropping off.
10: The quality of your animation or live personality in your video is very low
What you say in your video is just as important as how you say it. Choose your animator wisely. If you’re creating a live video, don’t pick any random person in your office; ensure the person you pick has a personality that can hold viewer attention. Also, make sure that your animations and live personality can relate to your product, company or service. Remember when Vanilla Ice decided to host his own Home Renovation Show? This is a perfect example of matching the wrong host with the wrong product:
Do you have any suggestions on improving home page videos? If so, please leave your feedback in the comment section below!
About the Author: Michael Litt is the co-founder of Vidyard – a platform designed to solve the problem of implementing Video into your landing pages. This is done by leveraging video analytics, video SEO and call-to-action integration in order to enable and improve conversion. What’s his favorite Call-to-Action (https://secure.vidyard.com/cta_demo)? Directing people over to Vidyard’s blog to receive more awesome resources on video, content and overall marketing strategies, as well as some killer contributions from the Vidyard development team.