Are you seeing higher bounce rates on your home page than you’d like? Are your customers starting down the sales funnel but repeatedly stopping short of converting? If you’re not seeing the engagement you would like on your website, any number of factors can be at play. Our recommendation? If you don’t have a home page video already, you might need one.
As a marketer, you already know that consumers love video. Video drives a majority of all web traffic, and marketers are increasingly harnessing it as an essential tool. Motion graphics, for example, are proven to increase conversions by an average of 80%. They can also help businesses grow their revenue 49% faster. So if you don’t have a video or motion graphic on your home page, think about how much business you’re losing out on.
But what kind of content should your video focus on? It’s not easy to know what will be most effective. The content of the video or motion graphic that you make for your home page depends on your particular industry, and how much your customers generally know about you already once they’ve landed on your site. Here are your options.
An Introduction to Your Company
It’s stunning how many businesses have trouble explaining exactly what they do. But if you offer a niche, highly technical, or brand-new product or service, you’re going to need to do just that.
If your home page video can explain, in 30 to 90 seconds, what your company does and what you have to offer, it will do a ton of heavy lifting for you and your sales team. Think of it as your elevator pitch. Without such a video or motion graphic, customers may quickly move on to the next site after finding it too difficult to figure out who you are.
A Product or Service Explainer
Would you like to spotlight a cornerstone product or service? Or perhaps you’d like to announce a brand new offering. If visitors to your site have a basic idea of what your company does, a motion graphic or video that focuses on a particular product or service may be the best fit for your home page.
Make sure your motion graphic centers around what your product or service can offer to the customer — how it can change some significant aspect of his or her personal or professional life. Make the video relatable by using an illustration style and format that most appeals to your target audience. (For an example of what we mean, read our piece on marketing to Generation Z.)
A How-To Home Page Video
Google’s algorithm prioritizes quality content, and that means content that is truly useful to audiences. That’s why a how-to video is sometimes ideal for home pages. This type of motion graphic offers real value straight away. It promises viewers that, no matter what, they’ll walk away better informed and empowered — and that’s something they’re going to appreciate. Offering this kind of value and asking for nothing in return helps to build a relationship of trust with the customer, and those types of relationships tend to be longer-term and more rewarding for all involved.
A Visual Story
Motion graphics are one of the most powerful visual storytelling tools there are. As long as we’re all human beings, stories will always be compelling to us. Whether you’re telling the story of your company, a customer, your product journey, or someone you’ve helped, stories have the power to tap into viewers’ emotions and empathy. They help viewers relate to you, and build an emotional connection with your company.
If you’re not sure how visual storytelling can help your business, check out an interview our CEO, Amy Balliett, conducted with Nathan Clendenin, CEO of StoryDriven, at SXSW 2018 as part of our Visual Minute video series:
These are just a few of the types of home page video that can help lower your bounce rate and boost conversions. To learn more about motion graphics, check out our ebook, “The 3 Types of Motion Graphics to Enhance Your Content Strategy.”