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
-
We changed our domain, I used the move tool in Google Search Console and I am having our site redirected and go daddy, and now I spoke with someone who suggest we do a 301 redirect for all pages on our site and I’m not sure that’s the correct move.
We just changed our domain name after 15 years. when I bought the new domain name I called Go Daddy and they instructed me to contact my google G sweet admin account and change all of our emails over which I did and then I went into Shopify who is my host and changed my primary domain there and then I went back to Go Daddy and had my old website forwarded to my new site. since then there has been nothing but problems with Google. my product feed from my merchant center account has been suspended three or four times now, I tried to rename and move all of my Google accounts from my old domain to my new one, but I am not an SEO person... after making the changes I have started google chats with analytics department with the merchant center with Google as they all keep saying that it looks fine but I’m not convinced because the product feed keeps getting disapproved. So I posted an ad for help and the Guy I spoke with suggested I do a 301 redirect for every single page on my old site, But I’m concerned that might confuse things further? I’ve already started the move in Google Search console And in Shopify I added the old domain back into the domains section and am having it redirectEd that way too... I guess I’m just looking to know which way I should proceed, any and all advice is warmly welcome thank you in advance Maureen
Conversion Rate Optimization | | TooFast130 -
Tracking a Deposit Page Through Google Analytics: Which is a better way?
Good day to all, I do have game download website (Works like Google Play and Steam) and currently working on the deposit page which is payable by fund transfer and Paypal. The thing is I do not have a confirmation page that I can use to track all incoming successful and unsuccessful conversions for this deposit page. My question is, which is better to use for this kind of tracking a goal in Google Analytics? Are we going to use a virtual page or and event tracking method? How can I track users that visit the deposit page that weren't able to do a deposit attempt? Thanks for answering this question. Have a good day ahead.
Conversion Rate Optimization | | Francis.Magos0 -
Is checkout page setup (in regards to abandonment) this sensitive?!?!
About a week ago, I added a google checkout button (which wasn't really positioned well) & option to add a note on my checkout page for my site. Over the next three days, my cart abandonment was 100%!!!!! 16 customers got to checkout, but all of them dropped out... I was starting to freak out and finally took the google button & note option down. Since then, I'm back up to about 50% abandonment. Is the ecosystem of a checkout page really this sensitive? If so, holy S#$%! Just wondering if anyone has any general advice or links for me to study up on checkout abandonment. Maybe we can get a Whiteboard Friday discussing this?
Conversion Rate Optimization | | PedroAndJobu0 -
Same review across multiple pages
Hello, I would like to add reviews on some pages of my website, so it could eventually show up in the google search results with some nice stars. The problem is that the same review will be shown on multiple pages: Example: Reviews about France Reviews about French Riviera Reviews about Monaco (The review is about Monaco but as it's a town on the French riviera and in France i would like to use it to calculate an "Aggregate Rating" for the parent destinations...) Do you think that the use of the same review (with microdata) across multiple pages could be interpreted as a spammy way to get stars in the SERP and eventualy result in lower positions ? Or should I just use the Aggregate Rating without the reviews ? Many thanks for your answers, BR from France Evgueni
Conversion Rate Optimization | | 3vgueni0 -
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 -
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 -
Landing Page Conversion
Hi, I'm having a few issues with my landing page conversion. I have followed several guides found on this site (especially the unbounce.com ones) but what'ever I try my landing page CRO doesn't seem to increase. the landing page in question is http://www.drivingtestnow.co.uk/find-driving-test-cancellations. I'm getting traffic to my landing page solely through PPC traffic from Google. My stats are rough as follows: Arrive at landing page - 100% (obviously)
Conversion Rate Optimization | | perfectweb
Click through to buy now page - 15-20%
Actually complete the buy now process - 1% Conversion from organic traffic landing directly on the homepage at http://www.drivingtestnow.co.uk is having a conversion rate of about 5%. It seems odd to me that my highly targeted ad campaign and landing page are convertign so badly compared to the less atrgeted organic search traffic and homepage. Have you got any ideas why this might be occurring and also any tips on how I can improve the conversion rate for my product? Gary...0