Marketing Manna
Share your story better
with our 1-minute manna
A new season of Marketing Manna is coming! Sign up to stay informed and receive your daily bread as soon as we go live.
A new season of Marketing Manna is coming! Sign up to stay informed and receive your daily bread as soon as we go live.
Form v Function
Thu, Oct 01, 2020
It was around 2012.
Websites were getting stuck with no innovation.
The killer punch on top was missing.
And then someone innovated!
Enter the video above the fold that plays automatically and silently on a loop.
It was great when it made sense and until everyone started doing the same.
Product companies, ad agencies, universities – so many websites were using the video above the fold even when it didn’t always:
- Offer a clear message
- Reveal anything new or important
- Give them an undue advantage
Sure, video has its benefits if you can explain your offering better with it.
But capturing interest is not the same as converting interest.
It’s often far better to use non-video content above the fold if it can help you communicate better with words and load your website faster.
Takeaway
- Just because we can do something, it doesn’t necessarily mean we should.
- Great form is awesome to have, but it should never be at the cost of function.
- A good-looking website doesn’t pay the bills, only a highly converting one does.
What’s your take on the video above the fold for websites? Let me know.
Form follows function.
