Every business needs leads to generate sales. In today’s digital-first business environment, landing pages have become critical to the success of any marketing campaign.
There is so much clutter online and consumers are exposed to so much information that it’s difficult to keep their attention. This is why smart marketers and businesses use video landing pages.
Video is everywhere but when it’s used effectively on a landing page, it is not only capable of capturing the attention of visitors but also helps in driving way more conversions compared to a text-only landing page.
In today’s blog post, we will explore landing pages, best practices and how to create highly converting video landing pages, among other things.
What Is a Video Landing Page?
As the name implies, a video landing page is a page that uses video to drive conversions. There are several video hosting websites where the video can be uploaded and then, embedded in the landing page.
There are different types of video landing pages. Some landing pages have a video at the centrepiece whereas others have some text and rich media alongside the video. Here are a few examples of how videos are used on a landing page:
Background video – In this use case, video is kept in the background and has a headline or some other text on top of it.
Lightbox video — With this type of landing page, the visitor has to take action such as clicking a button or a link and then the video pops up and starts playing. Visitors are forced to either watch or close the video.
Supporting video — With this type of landing page, the main headline is in the form of text or other rich media whereas the video is kept below the fold to support the headline and other media.
Hero video — With this type of landing page, video is the main attention-grabbing element on the landing page.
Reasons to Use Videos in Landing Pages
You have probably read somewhere that videos account for the most traffic online. People love watching videos in various forms. In fact, the most popular apps these days are video platforms such as YouTube and TikTok.
Here are a few reasons why you need to add video to a landing page:
- Data suggests that videos have the potential to increase your conversion rate by more than 80%.
- Video either converts better or at the same rate compared to other types of content
- Video provides a better understanding of a product or service to users
- Most people prefer watching a video to learn more about a service or product
- Videos are much more entertaining which helps them in keeping the attention of visitors leading to higher engagement rates
- Video landing pages tend to have a lower bounce rate compared to text only landing pages
- Research has established that people have a low attention span today compared to earlier and a video goes a long way in keeping visitors on the landing page
Videos are entertaining and capable of driving a higher conversion rate. A slight wink by an actor generates more emotions than a wall of text. Such emotions are the key to driving conversion rates.
Videos also have a much higher engagement rate. The basic role of a landing page is to encourage visitors to take the desired action. But visitors will take action only if they are engaged with the content. This is why videos are successful as it is a great way to engage visitors and tell a story.
Videos also offer an opportunity to better explain what your product or service is about compared to a wall of text. It takes people on a journey, allowing them to engage better with the product or service and understand more.
Video Landing Page Best Practices
While video landing pages are great at driving conversion rates, it does not mean that you can embed video on a page and expect it to convert at a better rate. Here are a few video landing page best practices followed by some of the more successful brands:
1. Specific landing page. Make sure you have a separate page to act as a landing page. Your homepage is not a landing page.
2. Test autoplay. Autoplay works sometimes but it can also be annoying in other cases. It is best to test your landing page with and without autoplay to find what works best in your case.
3. Keep it short and sweet. Don’t make videos too long, especially on landing pages. While a video of around 90 seconds is considered ideal, you should try to keep the length to a maximum of 3 minutes. Shorter videos work better but everything depends on your goal and the type of video you plan to use.
4. Optimised for mobile. Make sure your video landing page is optimised for mobile and the video is loaded as soon as a visitor lands on the page. Even a 2-second delay can spiral your bounce rate.
5. It doesn’t always work. While professional videos work for most niches, it doesn’t work everywhere.
6. Test different thumbnails. If you’re not using autoplay, test different thumbnails to find out what works best for your page.
How to Create Video Landing Pages That Work
If you have decided to use a video landing page, you must be wondering how to go about making it. Here’s everything you need to know about creating a good-quality video landing page.
1. Finalise your goal. Everything depends on what you are trying to achieve with your landing page. Are you trying to sell a physical product, service or software? Are you trying to capture contact info? Or is it something else? Your end goal will determine the approach you should take to drive high conversions. Make sure you are focused on a single goal.
2. Type of video to use. There are several types of videos including explainer videos, demonstration videos, testimonial videos, promo videos and more. All these types of videos are highly effective but the end choice will depend on your specific use case. And remember, not all videos are equal.
3. Decide on placement. There are several ways for you to add a video to a landing page as mentioned above. You might want it above the fold, below the fold or even just in the background. Once you have decided on the location of the video, start wireframing the page to add all the elements that will be there on the landing page.
4. Get the video made. This could be an animated video or a live-action story. If you don’t have any experience in creating good-quality videos, engage the services of an experienced video production company to help you create a high-quality video for use on the landing page.
5. Call to action. Make sure the landing page has a good call to action. It could be a specific button such as a download button or a sign-up button or a buy now button or a lead generation form. Make sure to have a CTA for the video. There are many platforms that allow you to have an interactive CTA in your video.
6. Video hosting. While you may want to host the video on your own web hosting, it is better to use a specialised video hosting service. Keep in mind that any delay in loading of video or buffering will eat into the engagement rate and thus, conversion rate. Try to stay away from free video hosting options.
7. Test everything. Just like you would test different elements on a text-only landing page, you also need to test the placement of various elements, different thumbnails, different CTAs or even different videos to find a combination that works best for your particular goals.
Overall, smart business owners and marketers have been using video landing pages to drive higher conversions. It could be an animated video, a live-action video, a small budget video or a big budget video, an inspirational video, a funny video or any other type of video.
And remember, video landing page helps you stand out. Don’t forget that everyone has a video landing page these days. This is why you need to have a unique twist to encourage users to take the desired action.
The most important thing that matters is the quality of the video. If you do not have any experience in creating your own videos, engage the services of an experienced video production company to come up with an engaging story that will help you drive more conversions.
Start Creating Videos for Your Small Business!
TM Creates specialises in high-quality video production. We create all kinds of videos including explainer videos, testimonials, training videos, animated videos, product videos and almost any other type of video you can think of. We have helped hundreds of businesses create powerful stories designed to enhance trust with their customers. To get started, click the button below.