Has anyone tested using video on landing...

I don't think using video or not is the issue so much as how to use the video.

The things to keep in mind:

• The headline should answer the "who and what" of your product or service.
• The video should answer the "how and why".
• Then you will need a strong call to action nearby to finish the deal with the "when" (sign up right now) so you can capture the lead.
• As with any good call to action, remember the incentive. What extra special thing do they get by taking that action right now as opposed to later or never.

I have done this for a number of clients and in all cases, having the video on the landing page along with solid titles and clear next steps for lead capture and the incentivised pitch, led to what continue to be very successful ongoing campaigns with higher conversion rates than the pages without the video includes.

Here is one example of a site that does very well with this approach.

Great question!

2006 was the "Year of Video" and now internet marketers are starting to find ways to integrate it into their message also.  The key to remember is that video isn't a 'strategy' - it's just another way to deliver your message and your value to your clients.

Some clients learn by reading, some learn by listening, some learn by watching and some only learn by having someone personally walk them through a task step-by-step.  Video is a great way to engage the visual visitor/client.

Here's an example of a test landing page we've created:

http://www.customerreviewvideos.com/member/productreview.cfm/LPID/11

Results are still coming in (as we are gearing up for our Alpha launch) but they are promising - especially with the multiple streams of profit potential.

Initially it was believed squeeze pages should have one option - sign up for the list.  The problem is that gave the visitor 2 choices - sign up or leave.  We have noticed that by giving the visitor other options even if they do not sign up for the list they are more likely to choose one of the options on the page than to leave the page.

I'll continue to post additional results.

Hope this helps.

Scott

Scott,

This question must have made your day. :)

Good answer.

if you mean like a talking avatar (ala SitePal) to explain the service, then yes, ineedhits is testing this on landing pages at the moment. You may want to drop Jackie and note to come and share her experience.

We have done a bit of testing with a local Easy Search Advertising (PPC product) - I'll dig out the material and results for you. We tested video, sitepal and just copy and a mix.

I guess the real thing you want to be careful here is not being to invasive to the user.

Not a big fan of a page that automatically starts playing video/ sound.

or even a talking person - such as one we developed for Community First (www.communityfirst.com.au) -type in a question to Lisa and see what she does....we've also seen improvement in responses when we've used video on personalised landing pages (PURL's).