Video is a powerful and persuasive type of content and most marketers consider it to be an essential element of their marketing strategy. It can act as a visual brand ambassador telling the world about your story. Or it can help introduce prospects to your business and therefore increase your chances of capturing leads.
If you combine the power of video with the functionality of landing pages, it turns into a powerful weapon in your marketing arsenal. A video landing page works as a virtual pitch that grabs the attention and illustrates your value. Moreover, it is an effective instrument that can do wonders for your conversions if executed properly.
In this article, we will look closely at how video landing pages can increase conversions and provide some tips on how to successfully create and optimize them.
1. Set a Clear Conversion Goal and Message
You should set one clear main conversion goal and add smaller goals. The main goal should reflect the end action you want users to make on your page. The other ones are the individual steps needed to help people take that final action.
You don’t want to have too much going on on your page. It can confuse your prospects. Instead, your CTA should be clear and concise.
For example, if you are offering a SaaS product, you may want your viewers to sign up for a demo version. Tell them just that: Sign Up for a Free Demo!
Make sure your marketing message is clear. Your video landing page should be easy to interact with. To make it look more appealing you can use closed captions. They keep your video consistent, provide guidance and give clarifications to terminologies, thus enabling viewers to watch without thinking too hard. Additionally, they help boost your SEO as part of your page transcriptions.
2. Select the Right Length and Type for Your Video
The type of video you pick should align well with your offer, appeal to your audience and fit with your brand. Additionally, it should be long enough (but not too long!) to convey your message and demonstrate the benefits your product/service can provide.
The types that work best include:
- Explainer videos – They are good for new, innovative and maybe complex offers They help demonstrate how the product can actually solve your audience’s problem.
- Promo videos – Useful for teasing your would-be customers with new products and/or sales or new offers.
- Testimonials – These videos are good for increasing the credibility of your brand.
- Demo videos – Great for showcasing the value of your products.
With the right video, you should be able to win over your viewers quickly.
Wistia found that engagement loss is closely linked to video length. People will give you about 7 seconds to pique their interest, and 30 more to hook them.
Engagement loss level is low for 1-2 minute long videos and medium for videos that are 5-10 minutes in length. A shorter video is more effective because prospects are more willing to watch it till the end. If, however, you think that your product needs a longer demonstration and explanation, you should make sure that it’s worth watching.
3. Consider Your Video Layout and Style
While the video type and length support your message, the style and layout complement your selling point.
An above-the-fold hero video is used to replace a standard hero image as the main visual at the top of your landing page. It’s a quite popular format and it is what people usually imagine when they hear the words ‘video landing page.’
Above-the-fold can work great when the video provides an introduction to your product, which is exactly what P&G have done in their campaign “The look”.
A below-the-fold video supports a selling point that is located further down your page. It can be used to add additional information about your product, for example explaining how it works, and what its features are.To ensure that this type of video converts, it’s important that your content leads visitors to it.
A background video can add a more dynamic and engaging element to your landing page by letting people see its content without the need to scroll or press play. Additionally, this type of video can create a visual difference compared to other pages by conveying additional information and drawing the attention to multiple elements like the headline, a specific button, a form or a piece of text.
A lightbox popup video is a video that pops up and starts playing when a user clicks a button, link or thumbnail. It enables you to improve the user experience and highlight important information. It also allows you to declutter your page from forms, extra copy, instructions, product videos and photos by moving them to a lightbox. And lastly, it enables you to link multiple CTAs to the same element.
A few things to keep in mind:
- It’s good to create a wireframe of where you will position the video on your page, as this will help you organize the rest of the elements so they complement each other.
- Be mindful with autoplay. You can instantly grab visitors’ attention, but you should be careful to not frustrate them. Test your page before deploying it to see if it’s better to allow users to control the video or not.
- Ensure your video’s thumbnail is captivating and relevant.
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4. Script Your Story and Plan Your Production
To be effective, your video should be well-scripted and have a throughout production plan. Its content should be valuable to your audience, specific to your campaign’s goals and with a clear message.
It’s not about having a cinematic short film with a contemporary storyline. Yes, it may look very impressive, but it also requires a lot of financing, and if it’s not aligned with your campaign’s goals it won’t guarantee more conversions. The aim is to make it valuable, specific and clear, and there are ways to do that on a budget.
5. Add a Strong CTA
A Call-To-Action (CTA) button is a key conversion element of any landing page. It bridges the gap between your content and your product. As such, it should be strong and clear, specifically defining the next step of the consumer journey.
The CTA should be a button with a proper label and a defined shape or border. Moreover, you can be creative when using video, but it’s essential that above all it’s easy to find. As always, the CTA should inform users of the action you want them to take and the goal you want to achieve.
6. Make it SEO Friendly
Video is valuable for SEO and search engines. It is also likely to rank higher on Google SERPs. Additionally, Google ranks content based on how useful it will be to the searcher. So, if your video can directly solve a problem, it will have a higher ranking.
A few things to consider:
- Tag your page properly and have only one video per page.
- Optimize the metadata.
- By including full video transcriptions in the HTML of your landing page.
- Add your video to YouTube and use CTAs for directing referral traffic.
- Allow your video to be embedded by others so they can share it.
- Monitor how your videos are performing.
7. Optimize for Mobile Devices
Screen space can significantly affect the loading time and content display of your landing page. This is why it can look and perform differently on mobile, tablets and computers.
If a page takes too long to load, it can negatively impact conversions. According to Unbounce, around 60% of users won’t wait longer than 6 seconds for a page to load, and 53% say that they would give up on video if without it the page loads faster.
Because of this, video is often excluded on mobile devices. However, it doesn’t mean that you should forget about optimizing for mobile. Instead, you should ensure that other rich media elements are properly optimized and adjusted, so that the landing page copy flows smoothly even if the video has to be excluded. Or find experienced web developers who can do wonders and optimize it for the best performance.
Video is a powerful and persuasive media type. It’s very effective for capturing viewers’ attention, compelling them to stay on your page and motivating them to take a specific action.
It is also a valuable feature in your marketing campaign’s landing page. A video is an excellent tool for demonstrating the value of your product and driving up conversions.
Are you ready to give a video landing page a try? We sure hope so. If you choose to incorporate our tips, let us know how well they’ve worked for you.
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