4 Noteworthy Ways of Using Video Landing Pages to Boost Conversions

“The play button is the most compelling call-to-action on the web.” – Michael Litt

Using only text and images on landing pages is so 2012!

Are your landing pages the best that they can be?

Do they reflect what your business is best at?

Are you struggling to improve engagement or conversions on your landing pages?

If you nodded yes, we’ve got the perfect solution for you.

Videos!

You’ve probably got tons of video content on sites like YouTube or other social media platforms to engage your users.

But, imagine using those videos with a twist!

Adding video to your landing page is a sure-fire way to capture your audience’s attention, convey your message, and influence visitors to take the desired action.

However, it requires a delicate balance of art and science that goes into video landing pages.

And that’s what we’ll cover in this blog post so that you can use the power of video landing pages to boost your conversions.

What is a Video Landing Page?

A video landing page is an ad page on your website that has a video embedded and is great for building links and authority.

The video could be:

• Product related
• Customer testimonials
• Employee stories
• How-to videos
• Sales videos

Why Use Video Landing Pages?

Video landing pages aim at convincing visitors to take the required action. Videos are great at adding a personal touch to a landing page to drive conversion and make viewers believe in your product or service. Video content acts as the perfect medium for showing and telling and, that too, in one convenient package.

Let’s look at some data that proves our point.

According to a study, 96% of people^[i] say they’ve watched an explainer video to learn more about a product or service, while 79% of people^[ii] say a brand’s video has convinced them to make a purchase decision.

Another research found that using videos on landing pages can increase conversions by over 130%^[iii]. Now, that’s pretty impressive, isn’t it?

Video landing pages also help to:

• Keep visitors longer on your page
• Develop trust and familiarity
• Build brand recognition
• Boost conversions

Video landing pages can help you explain your service or product with warmth, humanity, and even a dash of excitement. Having the right CTA at the right place enables you to capture the details to nurture your prospect well.

Here’s an interesting example of Zendesk, where they use a landing page to promote a video to see Zendesk in action rather than just simply using the video on their page for potential customers to book a product demo. And instead of giving it away on the page freely, they’ve gated it to capture leads.

Pretty cool, isn’t it?

4 Ways to Create Effective Video Landing Pages

For a video landing page to get you the result you hope, there’s more to it than just adding a video and hoping for the best. To create a truly effective video landing page, you need to check all the boxes and follow the best practices to the T.

That’s why, we’ve got you covered with 6 amazing ways to make your video landing page a winner.

1. Keep it Short and Sweet

You’ve got a fleeting attention span of digital users. That’s why your video should support your page and drive action. There are no hard rules, but keep the video short to engage the visitor and also allow them to read the supporting copy and move ahead to the next step.

Test out what works for you and for the different types of videos you create. For instance, 60 seconds for an explainer or product video is enough, while for a customer testimonial, you could have 90-120 seconds.

2. Align Your Video with Your Copy

Consistency is important in your landing page. There should be context and consistency between the video message and the overall information landing page offer. The headline, copy, supporting points, CTA, and other design elements should all sync together.

3. Optimize Your Video Landing Page for SEO

Search engines can’t actually ‘watch’ your video, so you’ll have to provide them with information that would help them understand what the video’s about. Doing it accurately increases the chances of boosting your page’s overall rank.

Keep in mind these SEO guidelines for video content:

• Captions: Use video captions to provide search engines context about the content of your video.
• Metadata: Use metatags with your videos to allow search engine crawlers to index contextual information about the player.
• XML Sitemaps: Use XML sitemaps so that it is easier for search engines to find and index video content.

Apart from this, you’ll also want to optimize other on-page elements like keywords, by using them strategically.

4. Test, Test, and Test

When in doubt, it’s best to test it all out. Every organization has to align its content based on its target audience. And, the content can’t be repetitive and bland. This is why you should test elements for your landing pages to see what works best.

Here’s what you can test to figure out what your audience likes and optimize accordingly:

• Video duration (i.e. short vs. long)
• Video thumbnails
• Autoplay or click to play
• Video placement on the landing page
• Type of video used (i.e. how-to product video vs. demo video)

Wrapping up

Using video landing pages, when done right, can be a game-changer for you. Not just it drives more conversions but also, helps you build an emotional connection with your audience and showing the unique value of your product or service.

Now that you know how you can create killer video landing pages, get experimenting, be creative in what you craft, and watch the conversions roll in!

Wish to create flawless video landing pages? Talk to us!

References

^{[i] [ii]} Video Marketing Statistics
^[iii] Landing Page Conversion Rates