Using Video Backgrounds to Improve Usability and Conversion Rates

Last updated on September 26, 2017 @ 3:47 pm

It’s almost impossible for visitors to your website to ignore a moving image. Even more than a striking background image, a video can capture the attention of your visitors and create a different kind of experience. It’s even possible that a properly used video background could improve your conversion rates. That alone should give you enough incentive to try adding a video background to your website.

Follow these rules to use a video background on your website successfully:

Your video should have a purpose

Ultimately, your video background should reinforce your branding or the complement your message. Don’t use videos that aren’t connected to your subject matter. You may end up confusing potential customers instead of encouraging them to act.

Video backgrounds are best suited to setting the tone of your website or inducing an emotional reaction to your subject matter. For example, you could use a video of people using your products, or a behind the scenes video of your staff at work. These serve to give people a taste of what they can expect when they do business with you. Even if your product or business doesn’t seem to lend itself to visual images, with a little imagination you can find something suitable.

Your video shouldn’t compete with your content

Use contrasting colors or overlays to make your call to action and other text stand out from your video. White text works best on dark backgrounds, while bright colors work best on light backgrounds.

You can also decrease the intensity of your video with a light or dark overlay. This will help text stand out from busy images. Play around to see what creates the best effect. Or, opt for a color overlay using your brand color. It makes your video backgrounds look more professional and ties them in with your overall branding.

Your video should be short and loop repeatedly

A large video file may take too long to download. Visitors will quickly navigate away from a site that takes too long to load, so keep your video clips short. Limit your clip to 10-15 seconds and your file size under 6MB. Then loop the video so it appears longer than it really is.

This will not affect your loading time and you’ll continue to enjoy the benefits of adding a video background to your website.

Examples and WordPress implementation:


 

Your video should be silent

Either remove the audio from your video or mute it. Nothing puts visitors off your site faster than opening it to discover loud music blaring at them. It’s particularly awkward if you’re at work or in the dentist’s waiting room.

Your video should not include controls

It completely defeats the purpose of a background video if you add control options. It makes it look like another element on your page. That’s not the point, if you want to add an instructional or information video on your page, don’t use it as your background.

These five simple rules will help you to use video backgrounds correctly. Remember that you don’t have to use a video background on your website. Some businesses are suited to this trend, while others are not. If you use it inappropriately, you are more likely to put visitors off your website and decrease your conversion rate. So let’s look at businesses that stand to gain by adding a video background to their website.

Fashion websites, shoes and jewelry

Video backgrounds offer businesses that revolve around fashion the unique opportunity to showcase their products in a subtle and provocative way. Although your customers will still want to see high-quality images of your products, a background video speaks to the overall style of your collection.

See Y.CO video background example:

See Y.CO video background example

Hotels, restaurants and nightclubs

For the hospitality industry, a video background can capture the mood of your business in a way that static images can’t. Instead of relying on words to convey the atmosphere of a particular place, a well-shot video instantly communicates the experience patrons can expect from you.

Beverages and food

This is an industry where you may think that video backgrounds aren’t suitable, but with a little imagination, you can show your personality to potential customers in a unique and engaging way. Don’t be afraid to have some fun with your product. Visitors will appreciate your humor and inventiveness.

Adding a video background to your business website could impact your conversion rates and usability in a way you may not have expected. Thanks to improved connectivity and the use of smartphones, more people are watching videos than ever before. You can capitalize on this trend and use it to improve your conversion rates with very little effort or expense.

Start experimenting with video backgrounds now and see what a difference they could make to the engagement you get from your visitors.

David Brandon

David Brandon

I'm a web developer & blogger enthusiast, helping novice users with the principles of site creation.

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