Up to now, video backgrounds have been carried out pretty efficiently on web sites (they add a sure cool-factor, proper?), however there’s some debate over whether or not or not they need to be used on touchdown pages. Whereas video backgrounds might look lovely, preliminary analysis reveals that they might show too distracting for some touchdown pages, and will contribute to decrease conversion charges.
As is the case with most new improvements in net design, it may be tempting to make use of this new expertise with out a clear understanding on the way it impacts conversion.
Nonetheless, entrepreneurs love video backgrounds: they’re fashionable, enchantment to the internal design ego in all of us and have already been hailed as one of the biggest design trends of 2016. Fashionable entrepreneurs have made it clear that they undoubtedly need to use them on touchdown pages.
The truth is, when Unbounce launched video backgrounds as a inbuilt characteristic, it grow to be one of many most popular discussions in our community. Ever. And, once we opened it up for beta testing, we acquired some fairly enthusiastic responses.
Like Jon right here…
And David…
And, in fact, Gary…
And, Dave…?
So, video backgrounds on an internet site? Go for it. However video backgrounds on a touchdown web page? Not so quick.
Right here’s why: Video backgrounds could make pages load slower and distract guests out of your Call to Action (CTA). And since each nice touchdown web page has just one finish aim (conversions), it begs the query: Ought to we nix the concept of utilizing video background altogether?
Nicely, not solely.
Like the rest you implement on a touchdown web page, you’re going to need to check that pet out completely to see what impact (if any) it has on conversion charges.
Right here at Unbounce, we’ve been testing out using video backgrounds on touchdown pages. Primarily based on our outcomes, we’ve give you some pointers outlining when to make use of a video background versus a static hero image and finest practices for making use of a video background.
When must you use a video background on a touchdown web page?
I looped in Unbounce’s senior conversion knowledgeable, Michael Aagaard, to elucidate how utilizing a video background on touchdown pages has labored for us:
We’ve been experimenting with video backgrounds for some time now. What we see is an inclination for video backgrounds to work properly on touchdown pages the place the aim is to speak a sure “vibe” or “feeling.
In different phrases, video backgrounds might work properly on touchdown pages that promote a singular ambiance, like a convention, performing arts occasion or restaurant.
Video backgrounds may help display a hard-to-describe expertise or ambiance.
When shouldn’t you utilize a video background on a touchdown web page?
Aagaard explains that video backgrounds might have an hostile impact on touchdown pages when there’s a fancy gross sales supply at stake. When that’s the case, he recommends concentrating on the touchdown web page copy to persuade customers to transform:
With extra complicated affords the place you’ll want to learn loads of copy within the first screenful, video backgrounds is usually a bit distracting.
Copy has a direct and measurable impact on touchdown web page conversions. In case your supply requires loads of explaining, use your phrases slightly than working the danger of distracting guests with video.
The Unbounce home guidelines for utilizing video backgrounds
Touchdown pages are different from websites, and thus deserve their very own set of legal guidelines for making use of video backgrounds. Right here’s our (not-yet-foolproof) checklist of floor guidelines for utilizing video backgrounds on a touchdown web page. Is that this a complete, full, end-all, be-all checklist? In fact not! Be a part of the dialogue and add your individual guidelines and/or classes discovered within the feedback under.
1. Keep away from main distractions
Maintain the conversion aim entrance and heart. The video background content material ought to all the time help the general aim of the web page. ConversionXL founder Peep Laja has the same opinion:
Video that doesn’t add worth works in opposition to the conversion aim.
Basically, video backgrounds shouldn’t distract guests from the first aim of the web page — slightly, they need to complement or improve the CTA.
The video background on this touchdown web page enhances the CTA with out distracting guests.
2. Distinction is important
Usually, you’ll need to have some textual content layered on high of the video background — make certain it’s legible and simple to learn all through the complete video loop. Usually, intention for a robust mild/darkish distinction between the video background and the copy.
A technique to make sure full, legible distinction is by making use of a stable, monochromatic filter on high of the video. Not solely does this look tremendous skilled, but additionally the colour distinction makes the textual content, kind and CTA on the touchdown web page actually pop.
3. Quick loop
A 5-10 second video loop must be sufficient time to get the purpose throughout with out sacrificing fast load time.
Understand that a background video will likely be enjoying on a relentless loop. If the video is just too brief, the loop will seem disjointed or incomplete. Then again, if the video is just too lengthy, the viewer might click on away from the web site, or onto one other web page earlier than the video has had an opportunity to work its magic in eliciting the specified emotional response.
Search for (or produce) a easy looping background that’s related to the content material of your touchdown web page. There are various libraries of inventory video clips on-line (right here’s a reasonably good roundup). In case you can’t produce your individual footage, make certain to double-check the copyrights related to any video earlier than you utilize it.
4. Mute the audio
One of many biggest pet peeves of net users everywhere is unsolicited audio when touchdown on a web page. Don’t let your touchdown web page be that touchdown web page.
The overall rule of thumb is that sound ought to all the time be muted (on all Unbounce pages, audio is turned off by default). If, for some cause, you’ll want to add sound to your video background, don’t autoplay the video with sound — let viewers press play after they’re prepared.
5. Take away visible controls
So long as the video content material is related and the standard enough, there must be no cause for touchdown web page guests to press play or pause.
#alwaysbetesting
So, when you comply with all of our Home Guidelines, putting a video within the background of your touchdown web page ought to improve conversion, proper? Or, on the very least, it received’t really harm conversion… proper?
Nicely, possibly.
Video backgrounds are nonetheless within the early days of their inception and, like several good data-driven marketer, you’re going to need to take it for a check drive earlier than committing absolutely.
A/B testing is each an artwork and a science. It’s additionally very unpredictable. Most advertising departments, usability specialists, designers and administration depend on a mix of expertise, intestine intuition and private opinion in relation to deciding what makes a pleasant advertising expertise for his or her prospects.
We suggest working an A/B check to check how your web page performs with a video background in comparison with a static picture. Begin by segmenting a small portion of site visitors in the direction of the web page — simply to be protected.
On the finish of the day, it’s your prospects and your model that can resolve what converts finest.