Video works for e-retailers. In 2010, we already know that landing pages and product sites with video convert better than those without. But the mayority of thoses sites follow a simple presentation formula: product pages including a (more or less sophisticated) video player that reproduces relevant content about the product in question.

In the service sector (banking, education, telecoms, etc.) we are starting to see different techniques of integrating video, with navigation concepts entirely based on and around video content. That means that the core elements of the site’s architecture is audiovisual content and animation (mostly in flash) that cover most part of the page but without using the “standard click-to-play video player” we are used to from video sharing sites or most of the e-retailer product pages.

Let’s see a first good example from the banking sector: Chase Blueprint, a personal financial tracking&tracing service offered to Chase clients.

Kaplan Academy of California also uses video hosts that cover more than 50% of the homepage to help different target users to navigate through the site.

AT&T’s video host explains the advantages of the 3G MicroCell wifi modem right from the living room. The format chosen is a kind of video catalogue that guides the user through the product’s features and advantages.

In my opinion, these sort of video integration makes special sense for home and landing pages. Videos become a “natural” part of the online navigation and it is an effective way to focuses the user’s attention to the main features on the site, simplifying the navigation and reducing the number of clicks to get to key contents.

Nevertheless, there are a few important things to consider using videos that don’t come in standard players.

1) Costs: production costs for these videos are likely to be higher. To look great they need to be shot in a studio, with perfect lightening, a croma key or an infinite white box; it also requires a professional postproduction to combine the human presenters with the rest of the elements and the animation.

2) Autoplay or press to play? Don’t forget that the user needs to be in control of the reproduction; that includes a play, stop and a sound-off option; one option is to autoplay the video when the user first comes to the page and make it “press-to-play” when the user returns.
3) Include triggers. Make sure the user knows how and where to start the video. Be as direct as possible and avoid a simple “play video”; try to reveal what’s behind the content; scroll up to the Kaplan example and you will know what I mean.

4) Don’t forget your Call To Action.
Set up Blueprint (example Chase), Request more information (example Kaplan) , Availability Checker (example AT&T) are effective examples to include Calls For Action. If the goal of the video is to convert, the clip needs persuasive Calls For Action, clearly visible throughout the running time of the clip.