Now that you have your explainer video, step #1 is done! It's time to start thinking about how you can promote it to achieve the marketing results you're looking for.
The Strategic Spot: Your Homepage
As you may probably have guessed, the best spot to place your marketing video is on your homepage, yes. And there’s a reason why: you want your video to be seen by as many people as possible, and your homepage is a great window display to encourage your target audience to learn more about what you have to offer.
Within your homepage, there's also a specific spot in which you should place your video to give it maximum visibility: above the fold is always the best option. This way, as soon as visitors come to your site, they will see your video and feel encouraged to press the play button. Make sure your video is not hidden under long text or surrounded by annoying ads! It has to be the first thing people see when they land on your site. Otherwise, you'll lose them before they even notice that your video is there.
Improving Your Metrics and Conversion Rate
Now that you know that the best spot to place your video is above the fold in your homepage, let's go over some metrics you can track to measure how it's performing.
- Bounce rate and time-on-page rate: these two metrics can help you evaluate if your page (and, in a way, your video) is performing well or not. From a general point of view, we could say that a high bounce rate (over 60%) and a low time on site rate might indicate that you need to make some adjustments.
- Video click-through rate and view-through rate: Video CTR (this is, the number of users who click on a video out of the total users who view the page) and the View-Through Rate (VTR) (ratio that represents how many of those who landed on the page watch the whole video till its end) can also help you understand how your video is performing on that page.
- SEO: by comparing how your website ranked on Google before and after embedding the explainer video on your homepage, this can be used as an indicator of video performance. Have in mind that metrics such as bounce rates and time-on-page rates are considered by Google to rank your site (among many other indicators), so if you perform well in these metrics, you have more chances of improving your position in Google and consequently drive more organic traffic to your site.
This is a great example of a home page video; this one belongs to our client Remarkety.
Tip: would you like to get more specific information about these insights? Read this useful article.
As you can imagine, all these factors can help you improve your conversion rate. Let's make it clear: it’s proven that marketing videos placed above the fold in the homepage increase the average visit time by 2 minutes, help to reduce the bounce rate...and all this combined will probably help your site rank higher in the search engines like the giant Google. If you have more exposure, you will improve your chances of converting more visitors!
Tip: if you have worked on an animated marketing video that specifically promotes only one product or service of your portfolio, we suggest that you create a separate landing page to show it off. That way, you can target your communication to that specific audience, provide information about that product in particular, and consequently boost your conversion rate.
And now...we encourage you to place your brand new animated explainer video in your homepage and let us know how well it has performed! Check out this blog post that has some useful tips that will definitely help you get the most out of your homepage video. Good luck!