As viewer attention spans continue to decrease, businesses need to find new and creative ways to capture the attention of potential customers. Video landing pages can do just that!
By incorporating video content into your landing page, you can engage and inform visitors in a more dynamic and compelling way. In this blog post, we will explore the benefits of using video landing pages and provide best practices for creating one that will help boost your conversions.
Let's dive in and discover how video landing pages can take your online marketing strategy to the next level!
What are Video Landing Pages?
Video landing pages, or lead capture pages, are static web pages that heavily feature video content. They are powerful marketing tools designed to prompt visitors to take a specific action—be it subscribing to a newsletter, purchasing a product, or registering for a webinar. Their goal is conversion and video content plays a pivotal role in achieving it.
Video landing pages can either have a video as the primary focus or supplement the video with standard text- and image-based content. When done right, they offer a richer, more appealing user experience, thereby increasing the likelihood of conversions.
In fact, studies show that adding a video to your landing page can increase conversions by up to 86%! This is because videos can evoke emotions, tell stories, and showcase your product or service in a more inviting way than plain text. Incorporating video landing pages can provide a visual and auditory experience that captures the viewer's attention and keeps them engaged.
Why Use Video on Your Landing Page?
Surely you've heard the phrase "a picture is worth 1000 words", but have you heard that "a minute of video is worth 1.8 million words"? Okay, maybe we can't literally quantify the worth of video, but the power of visual content is undeniable. And among the myriad forms of visual content, we know videos reign supreme. They offer an immersive, emotional, engaging experience that static text and images simply can't match.
This is why video landing pages are gaining popularity. They not only capture attention but also inspire customers to respond to your call to action. When visitors reach a video landing page, they are more likely to stay and explore, leading to higher conversion rates. Wyzowl marketing statistics back this up. Their surveys show that 87% of marketers say video content not only increased dwell time on their websites but also helped increase sales.
Additionally, video landing pages offer several other advantages over their text-based counterparts:
- They simplify complex products or services by presenting them in an easily digestible format.
- They enhance the user experience, leading to longer page visits and lower bounce rates.
- They enable brands to form authentic, emotional connections with viewers by showcasing their human side.
- They build trust and credibility, making viewers more inclined to take action.
7 Steps to Creating High-Converting Video Landing Pages
Video landing pages are a powerful tool that can help you achieve your business goals. However, creating a high-converting video landing page requires careful planning and execution. By following these steps, you can create landing pages that increase conversions and help you reach your target audience:
1. Determine Your Goal
The first step is to establish a clear goal for your video landing pages. Whether you want to generate leads, gain new users, or drive sales, your objective will guide the design and content. Try to focus on just one clear goal. Click-through rates can increase by 266% if your page has a single purpose.
2. Choose the Type of Video to Use
Next, decide on the type of video that best aligns with your landing page's goal. Ensure the video is valuable to the viewer and specific to the landing page. The following video types work well on video landing pages:
- Explainer Videos- These videos can help define new or complex products and ideas. They are also a great way to let visitors see how your offering can solve their problems. 96% of consumers say they've watched explainer videos to learn more about a product or service.
- Demo Videos- The purpose of these videos is to demonstrate how your product or service works, thereby proving its value to the customer.
- Testimonial Videos- A testimonial provides powerful social proof, helping convince your viewers that your offer is credible and valuable. Visitors are more likely to believe the positive words of people who have used your product or service than to just take your word for it.
- Promo Videos- Promotional videos give viewers a taste of what's to come and entice them to look more deeply into your offer. If your video landing page promotes a sale, a special event, or a specific marketing initiative, this is a great video to include.
3. Select Landing Page Software
There are many options available for creating video landing pages. Often, website builders come with the ability to create video landing pages, so you may already have the software you need. If not, choose a platform that suits your needs and is compatible with your video hosting service. WordPress and HubSpot are commonly used, but the following are also popular:
4. Decide on Video Placement
The placement of your video can have a significant impact on the effectiveness of your video landing pages. There are multiple ways to place videos on your landing page, but the two main ways to include videos are:
As a hero landing page, place the video above the fold and make it the centerpiece of your page. You would put it here to:
- Immediately grab attention
- Quickly display the CTA
- Eliminate user effort
- Reduce bounce rates
As a supporting landing page, place the video lower down the page, below the fold. You might use this to:
- Prioritize other content
- Tell a sequential story
- Reveal surprise content
- Reduce load time
You can also place your video in the background to draw attention to a particular feature or as a pop-up to play after a specific action is taken. Once you've decided on the video placement, create a wireframe for your video landing pages. This will help you plan out where all the elements of the page will go.
5. Create Your Video
Obviously, to make a video landing page, you need a quality video. When creating your video, ensure it is short, valuable to the viewer, specific to the landing page, and driven by a straightforward story and message. A professional video production company can be an enormous asset at this step. Take a look at our portfolio to see some examples of professionally made videos.
6. Add a Call-to-Action (CTA)
A vital component of any landing page is the CTA. Include a strong CTA to improve conversion rates, user experience, and the overall success of your video landing page. Make sure your CTA guides users toward your desired outcome, which could be making a purchase, signing up for a free trial, or filling out a form.
7. Embed Your Video on Your Landing Page
Finally, embed your video on your landing page using a video hosting platform. Select a reliable video hosting platform like YouTube, Vimeo, or a self-hosted solution. Pay attention to user experience. Be mindful of load times and ensure the video doesn't slow down your page.
Essential Elements of an Effective Video Landing Page
To create an effective video landing page that maximizes conversions, it is essential to incorporate certain key elements. Including the following features will help create a seamless and engaging experience for your visitors:
Engaging Video Content:
Your video is the heart of your video landing page. Make sure it is well-produced and visually appealing. It should clearly communicate the value of your product or service and explain how you can solve your viewers' pain points. Keep it concise and to the point, focusing on the key benefits and features that set you apart from the competition. To really engage with your audience, use storytelling techniques, relatable characters, and real-life examples to create an emotional connection.
Clear and Compelling Headline:
A good headline draws in your audience and motivates them to explore further. When visitors read it, they should immediately understand what your video is about and why it matters to them. Make sure your headline clearly conveys the value proposition of your product or service. Use strong, persuasive language and urgent, action-oriented words to grab attention. Pique curiosity by posing questions and challenges or promising transformation or improvement.
Effective Call-to-Action (CTA):
An effective CTA should be compelling and provide clear direction to your audience, telling them exactly what action to take next. It must be bold and prominently displayed. Speak directly to the user's interests or stage in the buyer's journey, and include language that imparts a sense of urgency to motivate users to take action. For more details on making a compelling CTA, check out this article.
With the majority of internet users accessing websites through their mobile devices, your video landing page must be mobile-friendly. Optimize the page layout, video size, and load times to ensure a seamless experience on mobile devices. Make sure your video loads quickly and looks great on all screen sizes.
Ensure your video is consistent with the rest of your landing page. The video should play a beneficial role in the flow of information, aligning with and supporting the key points of the landing page itself. Mixed messages or conflicting information will confuse your viewers and detract from your main objective.
Best Practices for High-Converting Video Landing Pages
To maximize the effectiveness of your video landing page, you should take advantage of the various tools and techniques available to optimize its performance. Here are some strategies you can implement to ensure your video landing page is delivering the best results:
Choose Your Thumbnail Carefully:
An engaging thumbnail can significantly increase video play rates. Make sure your thumbnail image entices viewers to click play.
Keep Your Video Short:
Aim for a video length between 60 and 90 seconds. This is long enough to convey essential information but not so long that you risk losing the viewer's interest.
Don't Make the Video Stand Alone:
Your landing page should contain additional text and images to provide context and information. Visitors should be able to get all the information they need from the page, whether or not they choose to watch the video.
Optimize for SEO:
Optimizing your video landing page for search engine optimization (SEO) improves visibility and drives organic traffic. Incorporate relevant keywords in your title, description, and tags. Add captions and transcripts to your video, use metadata, and optimize other on-page elements.
Test And Retest:
Always test your landing pages to see what resonates most with your audience. Experiment with different video lengths, CTAs, thumbnails, autoplay settings, video placement, and types. Analyze your data, track conversions, and adjust as needed to find the winning combination that drives the highest conversions.
3 Mistakes to Avoid
When designing a video landing page, it's essential to avoid mistakes that can hinder its effectiveness and impact on conversions. Here are some common issues to avoid:
1. Auto-play without an option to pause
While auto-playing videos can capture attention, not allowing visitors to pause the video can be intrusive and annoying. Allowing your audience to control their viewing experience by including a visible pause button can be a good idea. However, if this impacts the view rate of your video, consider having it start playing automatically but muted, giving viewers the option to turn on sound if they wish.
2. Slow-loading videos:
If your video takes too long to load, you risk losing viewers' interest, especially mobile viewers. In fact, data indicates that if a page takes more than 3 seconds to load, 53% of mobile users will leave the page! How quickly your page loads has a considerable impact, not only on customer satisfaction but also on bounce rates and conversions. A minor load time delay can increase bounce rates by 103% and decrease conversion rates by 7%. Keep your video concise and consider hosting it via a platform using a content delivery network or compress your video for a smaller file size.
3. Cluttered design:
Keep your video landing page clean and uncluttered. Avoid overwhelming visitors with too much information, excessive text, or distracting elements. The design of your landing page should be simple, intuitive, and easy to navigate. To maintain viewer engagement, keep the focus on the video and the CTA.
In today's marketing world, only 22% of businesses are satisfied with their conversion rates. This is where video landing pages come in! They are powerful tools for boosting conversions and elevating your marketing efforts to new heights.
By strategically integrating videos into your landing pages and following these steps and best practices, you can create video landing pages that not only captivate your audience but also prompt them to take action. Remember, the key to success ultimately lies in providing valuable content, crafting compelling CTAs, and continuously testing and optimizing your landing pages.
Want to boost your conversion rates? Stop using the same old image-and-text landing page formula and try a video landing page instead! If you're ready to create the perfect video for your landing page, we'd love to help. Contact Levitate Media today to get started!