In parts 1 and 2 of this series you read about using video on landing pages and how they can help SEO. In this blog I’ll talk about how video can grab people’s attention. And on the web, if you don’t have their attention, you don’t have anything.
How long do you have to get their attention? Well numbers are often thrown about seemingly randomly, but it’s the general rule your website needs to load in less than 2 seconds. That’s just the webpage, not the video you may have on it.
Beyond load times, people need to be able to scan your page and see what it is they came to see. If they found your page by searching on chicken coops, they’d better see chicken coop information – pictures, text, and video – and not beehives.
Often businesses clutter up their webpages with text, different fonts, ads, special offers, etc. The benefit of a video is that the image is easily scanable. A visitor can see the thumbnail and immediately know whether or not what they are looking for is on the page.
So the first hurdle is to make sure your video has a great thumbnail. Once you have their attention, they’ll likely click the video and watch. According to Invodo, 65% of people that start watching a video will watch at least three quarters of it. That adds up to a lot of time when you think about the fast, click and go speed of the Internet. Even if you only have a 30 second video when someone watches that much it adds up to 22.5 seconds. That’s over seven seconds longer than “average” bounce rates for websites (I put average in quotes because that number is across all types of websites so it’s really only valid in a hand waving type of way. Bounce rates and times vary greatly on an individual basis).
Other studies have found that visitors spend 88% more time on a website with video. The more time they are watching your videos and viewing your site is less time with the competitors. You have a much better chance of making your case, or persuading them to act on your call to action when they spend more time on your website.
I’ll talk more about that though, in the next blog of this series which will cover the impact video has on sales.