Landing Page Video Errors That Are Costing You Conversions

Having a solid landing page is important to ensure you get the right conversions. Without a high conversion rate, you’ll be amazed at how much you’ll struggle to get from Point A-to-B. With that said, I’ve dedicated much of my time to finding out what works compared to what doesn’t. This means I have done enormous split testing, and have been able to figure out what really matters when it comes to building a landing page for conversions. Next,

You’ll notice a huge trend in landing pages, and it is to include videos. I’ve noticed when including videos, you are automatically increasing your conversion rate by 10. People love videos because it takes very little work to pull out the value you are looking for. However, with people knowing this, I’m surprised at the amount of people who pay no attention to the videos they add to their landing pages. I’ll tell you that your missing out on solid conversions if you don’t add videos to your LP’s. Next, these videos have to be well constructed, and should follow a certain pattern.

Here are six factors I’ve paid close attention to when building landing pages, especially, when adding videos. Let’s get started.

Not Educating Visitors

When you add a video, it’s important to not just add any boring video because this is NOT going to help your conversions. People arrived on your page because they want to find value, and it doesn’t matter if this comes in text, landing page or even image format. You have to educate because when they feel like they are learning something, they’ll most likely click-through increasing conversions.

Whenever you design a landing page, put yourself in the visitor’s position, and think about the kind of stuff you like to read or view. This will help you make the right tweaks to your landing page video increasing the overall value. Start by doing the following:

First, this about the product or service you are promoting, and what are the top features you’ll like to present. For example, if you are promoting a product, then it will be a good idea to make a list of the features which stand out. This way when you are creating a video, you’ll be able to base it around these features. Look for features which the competitors DON’T offer because only then will you provide different value.

Secondly, check out the products affiliate page because many of them will offer you ready made videos. You just have to copy, and paste to put it on your website. This will also save you the trouble of NOT having to create a video on your own. The video offered by the affiliate program will already showcase some of the important features.

Third, think about your audience, and the type of information they are looking for. If you have been blogging for some time, then you know your audience so can tweak videos to meet their preference.

Fourth, create video and make sure it’s interesting while keeping right to the point. I’ll be talking about this in detail later, but it’s important to ensure you always stick to the main points.

Complication

That’s right! I’ve seen many landing pages, and I’ll tell you that many of them are way too complicated. If you want people to convert, then make things very simple for them. For example, I was reading on this topic, and found a great example using Dropbox.com. If you head over to their website, you’ll notice how simple the entire conversion process is. Not to mention, the video is optional, and the whole layout if very clean. Check out this illustration, and you’ll notice how right to the point the page is while giving the user the option to watch a video.

Providing the video option, gives newbies the ability to learn a bit more before getting started. However, many people just want to get started so will download the product.

When creating your landing page, it’s again important to put yourself in the visitor’s position, and ask this question: Is this page easy or too complicated? If you answer “Yes”, then go through looking for ways to tone down the landing page. Here’s a cool trick I use whenever I’m designing a page:

Head over to someone who is your competitor, and look at what they are doing. You can learn a lot from them especially if they have been in your niche longer. Spend a few hours, and make notes along the way so you can improve your page afterwards by incorporating some of the same elements.

Poor Call-To-Action

Whenever I’m building a video landing page, I’ll always make sure I have a solid call-to-action. I’ll place this in two places. First, it will be a “click” to start the video so people can start watching. Many videos do play automatically however lately I’ve opted to not have mine to this. It’s because I like to give people more control when they are on my page. Sometimes visitors are more interested to read through the content on the page instead of watching the video. This is why my first CTA will be a clear “Play” button. Next,

Always have a call-to-action in the video because after you educate people, you’ll be able to direct them to a specific call to action. However, you can even place this towards the bottom of the video pointing people to it after they have finished watching the video. The point is…

It’s very important to have a CTA (call-to-action) so people who have arrived for the first time know what to expect from the video, and how they can get from Point A-to-B.

Design Does Matter

Landing page have to attract your audience, and stand out compared to your competition. This means you have to focus on design making sure they are inviting. Landing pages are actual “Pages” so the same concept applies just like your entire website. For example, 75% of people will leave your website if they feel your website is NOT inviting or trust worthy. This applies to your landing page too. The longer you can keep your audience on your page, the better chance you can convert them increasing your conversion. Let’s look at a few things to keep a close eye on when building your landing pages.

First, it’s important colors match, and are easy on the eyes. For example, I like to base my entire color combination on my logo. All colors must represent my logo, and play off each other. They must be around the same spectrum of colors i.e. blue, grey, white, etc. The more comfortable the colors on the visitor’s eyes, the more time they’ll spend on your website. Secondly, font size must be very easy to read so go for the common sizes like 14px, 15px or even 16px. Some bloggers make the size too small hoping the person will adjust zoom to compensate, however this isn’t always the case. I like to avoid the visitor leaving my page to do anything once they have landing. This is why I make sure I test different sizes looking at bounce rate over 30 days until I find the size which actually work.

Third, incorporating some main “target” keywords are a great way to build momentum while increasing conversions. Keep in mind, they have arrived don your page by typing in specific keywords, and expect to see them on your page when they arrive. The more they see them, the higher chance they’ll stick around because they know they’ll find the solution if they do. I’m surprised at the amount of people who forget to incorporate target keywords on their page, and this causes them to lose customers, and momentum quickly. From my experience, I’ve noticed the following locations matter when building a landing page for conversions.

  • Headline – should be short, and right to the point with your main keyword included.
  • Bullet-points – You want to ensure you have small amounts of text so people don’t have to waste time reading. This is why I always include bullet points with my main and target keyword in them.
  • In the video – This is the most important because people fail to re-iterate the main purpose of their video. Include or mention the main keywords within the video.

As mention on my last point, many people fail to include their main keyword within the video, and this does NOT help re-iterate the point to your audience. Make sure you mention or include keywords within the video.

Final Thoughts

Including a video on your landing page is something which is very popular. It’s a great way to educate your audience without them doing too much work, and just pressing the play button. However, just like anything else, it’s important you split test different video player designs, and “ACTUAL” videos at the same time. This will help improve your overall conversion rate when engaging your visitors. Next, keep the main elements in mind when building your main landing page video next time. For example, it’s important through your video you:

  • You educate your audience because they are always looking for value. It doesn’t matter if this is through text or video, the bottom line is value.
  • Make the video right to the point removing the complicated elements. Don’t make video fancy or hard to understand. They should be able to pull out the value easily.
  • Always add a call-to-action because a lot of people who are visiting your page will be newbies. They’ll watch the video, and need to be told what to do next. Add CTA within the video, or a direct message showing them what to do next.
  • Design matters because you want to make video easy on the eyes so people keep watching to its entirety. Remember, the longer they watch, the higher chance they’ll be able to pull out the value which is great for your bottom line.

Next,

Landing pages can be tough to create, and master however it all comes down to the amount of time you take testing, and optimizing. Afterwards, you’ll have a much easier time building a landing age with awesome conversions.


Source: jhonchow

4 Ways to Improve Your Data Hygiene – Whiteboard Friday

Posted by DiTomaso

We base so much of our livelihood on good data, but managing that data properly is a task in and of itself. In this week’s Whiteboard Friday, Dana DiTomaso shares why you need to keep your data clean and some of the top things to watch out for.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi. My name is Dana DiTomaso. I am President and partner at Kick Point. We’re a digital marketing agency, based in the frozen north of Edmonton, Alberta. So today I’m going to be talking to you about data hygiene.

What I mean by that is the stuff that we see every single time we start working with a new client this stuff is always messed up. Sometimes it’s one of these four things. Sometimes it’s all four, or sometimes there are extra things. So I’m going to cover this stuff today in the hopes that perhaps the next time we get a profile from someone it is not quite as bad, or if you look at these things and see how bad it is, definitely start sitting down and cleaning this stuff up.

1. Filters

So what we’re going to start with first are filters. By filters, I’m talking about analytics here, specifically Google Analytics. When go you into the admin of Google Analytics, there’s a section called Filters. There’s a section on the left, which is all the filters for everything in that account, and then there’s a section for each view for filters. Filters help you exclude or include specific traffic based on a set of parameters.

Filter out office, home office, and agency traffic

So usually what we’ll find is one Analytics property for your website, and it has one view, which is all website data which is the default that Analytics gives you, but then there are no filters, which means that you’re not excluding things like office traffic, your internal people visiting the website, or home office. If you have a bunch of people who work from home, get their IP addresses, exclude them from this because you don’t necessarily want your internal traffic mucking up things like conversions, especially if you’re doing stuff like checking your own forms.

You haven’t had a lead in a while and maybe you fill out the form to make sure it’s working. You don’t want that coming in as a conversion and then screwing up your data, especially if you’re a low-volume website. If you have a million hits a day, then maybe this isn’t a problem for you. But if you’re like the rest of us and don’t necessarily have that much traffic, something like this can be a big problem in terms of the volume of traffic you see. Then agency traffic as well.

So agencies, please make sure that you’re filtering out your own traffic. Again things like your web developer, some contractor you worked with briefly, really make sure you’re filtering out all that stuff because you don’t want that polluting your main profile.

Create a test and staging view

The other thing that I recommend is creating what we call a test and staging view. Usually in our Analytics profiles, we’ll have three different views. One we call master, and that’s the view that has all these filters applied to it.

So you’re only seeing the traffic that isn’t you. It’s the customers, people visiting your website, the real people, not your office people. Then the second view we call test and staging. So this is just your staging server, which is really nice. For example, if you have a different URL for your staging server, which you should, then you can just include that traffic. Then if you’re making enhancements to the site or you upgraded your WordPress instance and you want to make sure that your goals are still firing correctly, you can do all that and see that it’s working in the test and staging view without polluting your main view.

Test on a second property

That’s really helpful. Then the third thing is make sure to test on a second property. This is easy to do with Google Tag Manager. What we’ll have set up in most of our Google Tag Manager accounts is we’ll have our usual analytics and most of the stuff goes to there. But then if we’re testing something new, like say the content consumption metric we started putting out this summer, then we want to make sure we set up a second Analytics view and we put the test, the new stuff that we’re trying over to the second Analytics property, not view.

So you have two different Analytics properties. One is your main property. This is where all the regular stuff goes. Then you have a second property, which is where you test things out, and this is really helpful to make sure that you’re not going to screw something up accidentally when you’re trying out some crazy new thing like content consumption, which can totally happen and has definitely happened as we were testing the product. You don’t want to pollute your main data with something different that you’re trying out.

So send something to a second property. You do this for websites. You always have a staging and a live. So why wouldn’t you do this for your analytics, where you have a staging and a live? So definitely consider setting up a second property.

2. Time zones

The next thing that we have a lot of problems with are time zones. Here’s what happens.

Let’s say your website, basic install of WordPress and you didn’t change the time zone in WordPress, so it’s set to UTM. That’s the default in WordPress unless you change it. So now you’ve got your data for your website saying it’s UTM. Then let’s say your marketing team is on the East Coast, so they’ve got all of their tools set to Eastern time. Then your sales team is on the West Coast, so all of their tools are set to Pacific time.

So you can end up with a situation where let’s say, for example, you’ve got a website where you’re using a form plugin for WordPress. Then when someone submits a form, it’s recorded on your website, but then that data also gets pushed over to your sales CRM. So now your website is saying that this number of leads came in on this day, because it’s in UTM mode. Well, the day ended, or it hasn’t started yet, and now you’ve got Eastern, which is when your analytics tools are recording the number of leads.

But then the third wrinkle is then you have Salesforce or HubSpot or whatever your CRM is now recording Pacific time. So that means that you’ve got this huge gap of who knows when this stuff happened, and your data will never line up. This is incredibly frustrating, especially if you’re trying to diagnose why, for example, I’m submitting a form, but I’m not seeing the lead, or if you’ve got other data hygiene issues, you can’t match up the data and that’s because you have different time zones.

So definitely check the time zones of every product you use –website, CRM, analytics, ads, all of it. If it has a time zone, pick one, stick with it. That’s your canonical time zone. It will save you so many headaches down the road, trust me.

3. Attribution

The next thing is attribution. Attribution is a whole other lecture in and of itself, beyond what I’m talking about here today.

Different tools have different ways of showing attribution

But what I find frustrating about attribution is th