Martin Walker

5 user experience considerations when using video on a B2B website

UX considerations on a website

Video content is booming. It helps businesses communicate better with online audiences, and enables website visitors to easily and quickly digest content. The upsurge in tablet, mobile and game console usage means that people have more ways of accessing and sharing video content – further perpetuating the growth and popularity of video.

Using video content within your digital strategy is invaluable for increasing engagement and improving conversion rate, but don’t overlook these five user experience best practices to enable you to get the best results.

1. The shorter the better
According to Wistia, 50% more people will complete a 1-minute video than a 2-minute video – further evidence that the shorter and more succinct a video is the better. However, if the subject requires a more lengthy explanation, the most important content should feature at the very beginning. This will ensure that your key points are communicated before visitors lose interest, while also cementing the remaining viewers’ interest so that they watch the video in its entirety. This last point is based on further research by Wistia that shows that engagement flattens out, with very little difference in viewing rates between a 3-minute and a 10-minute video.

2. Know your style
The purpose of your video will determine both the style and delivery. If the purpose of the video is to inform or educate, keep it simple and to the point. Whereas if the video’s purpose is to promote a service or product and reinforce the value and identity of your company, there’s scope to be more quirky and creative.

3. To autoplay or not to autoplay?
With Facebook planning to roll out autoplay adverts within the news feed, is it wise to take the control away from your website visitor and play videos instantly? It may well be appropriate to autoplay videos for a news feed in order to compete with the volume of content displayed, but when autoplay is used on a landing page it can be annoying for the user and increase your bounce rate.

In some cases, automatic rolling videos can be very effective. For example, animated full width headers are becoming a popular trend in website design. They play automatically but don’t detract from the user journey. When used appropriately, they reinforce the brand and identity, enhance the user experience, and have low bandwidth.

4. Keep your content fresh
A great video will be really beneficial for your website but bear in mind that users will tire of seeing the same content, especially if the video is prominent on the homepage. Regularly review your video collateral to ensure that messages are up to date and your content is still current. If necessary, rotate the videos on your home page to see which videos provide you with the most engagement and conversions.

5. The next steps
Video content that is well planned and effectively communicates a clear message will increase the likelihood of people watching the content in its entirety. This is great, but be clear on where you want your prospects to go once the video has finished. Placing clear call to actions at the end of the video to other relevant content within your site, such as a White Paper or an eBook, will keep your prospects warm at the information gathering stage.

 

There are many benefits to using video content to help communicate your message and promote your brand, but don’t let this be to the detriment of the user experience. Videos need to complement the user journey, and not annoy or detract them from engaging with your content.

For more insight into how your customers interact with your online video content, contact Torpedo.

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