A big hurdle most website owners are faced with is keeping their visitors and prospects engaged long enough for them to take an action.
Your visitors need help and advice, which is the main reason why they search for information and find your site in the first place.
Anything that causes them to lose focus will result in either going somewhere else or simply leaving your website entirely.
There are many solutions to try and alleviate this dilemma. The most recent one has been personalisation and letting prospective customers get a sense of realness and human interaction behind your business.
One of the ways this has been applied is through video and providing a window into your business. This includes YouTube videos, vlogging, Snapchat and Instagram stories where business owners can film behind the scenes of their business.
Here are 3 good reasons to use video:
- It allows your prospects to develop trust in you.
- It builds a connection, authority to your message or story.
- It allows them to visually see the ‘end state’ or goal they would like to achieve.
The 3rd point is especially important. If a prospect or customer can visualise or see the end result that they would like to achieve, there’s a higher chance it leads them to your desired action.
This is all the more powerful if they can get to see it in video form.
In this article, we’re going to highlight what this key feature is, how other businesses are successfully deploying it and show you how you can do it step-by-step inside the OptimizePress LiveEditor.
Introducing Video Backgrounds
Video Backgrounds have been all the rage in the last few years and was first introduced as a way to animate the page, make it dynamic and increase customer engagement. There have been many ways this has been put to use, with the most common one being giving prospects a window to the ‘ideal state’ they would like to be in.
A powerful tactic to influence your prospects and get them to do what you would like them to do.
To help better illustrate, we’ll now highlight a few case-studies of businesses that are putting video to good use.
Case-Study #1: Activity
Website – www.shutterstock.com/video/
Shutter is a royalty free resource for providing images and video for web owners to use on their websites. Here’s a great example where video is used to showcase a few of their videos that they have on offer. The purpose is to show customers how video can be used on their websites, which is a great and compelling way to get prospective customers to buy.
Case-Study #2: Product Demo
Website – www.phillips.co.uk
This a great example that showcases a product being used by other customers. Phillips uses video perfectly by combining an effective claim (“This is not a shaver”) with actual evidence.
It effectively ‘kills 2 birds with one stone’ by building authority, social proof, credibility and proof of claim all in one small section of their page, and all with the use of one powerful video. Again, an excellent example of how video backgrounds can be used effectively
Case-Study #3: Landscape
Website – Y.co
If you have an established business that involved any form of traveling or compelling landscapes, then videos of happy people living their life is a great opportunity to help illustrate the type of experience your business will provide if your visitors take action.
In this example, the service offers the opportunity to explore yachting and showing this using the most compelling way possible. Again, further demonstrating how effective video backgrounds can be for your business when used correctly.
Case-Study #4 – Workspace
Website – www.toggl.com
Toggle provides flexible tracking ability for all aspects of the business and uses background video in a novel way in order to emphasise the humour whilst illustrating the message of what service the business provides.
In your business, think about what type of video you would like to use that best illustrates what it is you’re providing for your customers.
How To Create Video Backgrounds Using OptimizePress PlusPack
Please Note: You must be using OptimizePress version 2.5.7 or above for PlusPack features to function correctly.
Using the Video Background settings, you will now be able to insert full videos that will animate on your page. These can be used for either full-screen background or specific row backgrounds. Ideal for enticing your visitors and keeping them engaged.
– To get started, hover over your row and click on the ‘Small Pencil‘ icon to launch the row settings window. Scrolling down, you will now see a new section dedicated to Background Video.
– Your first option will be to select a ‘Video Type‘. You will have the choice to choose either ‘Youtube‘ or a custom ‘URL‘, which is ideal if you prefer to select one of your self-hosted videos using either Amazon S3 or other hosted service.
Please Note: for the custom URL file type, you will only be able to upload videos containing the following file extensions: .mp4, .webm or .ogv
– In our example, we will be choosing ‘Youtube‘ as our video type.
– You will first need to head over to Youtube and copy the URL of the video you would like to use by clicking on the ‘Share‘ link and copying the URL below.
– Once you’ve pasted in the Youtube link in the required fields. You will then be given the option to set the aspect ratio of the video. By default, Youtube will set the aspect ratio to 560px(width) x 315px(height).
– If you would like to change the aspect ratio, we recommend using the recommended Youtube dimensions by referring to the share area in Youtube and looking at the aspect ratio selections.
– Once you’ve set your video and the dimensions you require, you will now have a list of other options to further customise your videos:
- Video Overlay Color – Select a colour you would like to use to overlay your video. This is ideal for providing a tint or colourful gloss over your videos.
- Video Overlay Opacity (Percentage) – Select how prominent you would like the overlay to appear over your video. The higher the percentage, the stronger the clarity.
- Video Overlay Image – Select an image to display on top of your video. Ideal for creating reflection effects.
- Video Overlay Image Position (Tile, Cover, Stretch, Center) – Select how you would like the overlay image to be positioned.
- Alternative Image For Mobile Devices – Select an image to display exclusively on mobile devices.
- Mute Video – Choose to either keep or mute the audio contained in the video. Our testing shows that in most niche scenarios muted audio is more effective.
- Full Page Video – Select whether you would like the video Background to occupy the entire page and not just the row.
– Once everything is set, click the ‘Update’ button to add the Video Background element to your page. To confirm that the LiveEditor has added the element, look for the ‘Play’ icon in the top left corner of the row.
– Save the changes and preview your page. Your Background Animation should now appear live on your page.
We recommend playing with the different settings to see how it affects your videos and to see what’s possible.
Here’s a video background using a Video Overlay Color of blue with a Video Overlay Opacity of 50%:
Please Note: It is important to remember that an effective video background file should be formatted and compressed correctly for playing online. Huge HD video files might look great playing on your display but may not stream nicely for visitors to your site.