Video landing pages can be hard to pull off if you’re not used to the medium, but nail a few best practices, and you’ll see some major ROI.
Adding video to your landing pages has been shown to increase conversion rate by as much as 80%. Another study found that 95% of viewers retained more information, on average, from watching a video than from reading that same information.
Who Can Benefit From Video Landing Pages?
Look, just about any brand can benefit from video landing pages—but there are a few industries where they give brands a leg up. If you’re in a “boring” industry, video can help you explain your offer with warmth, humanity, and maybe even a dash of excitement.
Financial services, insurance companies, business tool providers, and others have an opportunity to make an emotional connection with the viewer by using a video. These types of services often lack a human to bring some humanity to industries that can feel cold or faceless.
On the flip side, if your company has something exciting to share, movement and visuals will go further when it comes to passing that feeling along to your audience.
Use Video Landing Pages to Bring the Focus on the Product
A blog post and landing page copy don’t always paint the clearest picture for how a product is supposed to work or what it looks like.
Even if your copywriting skills are impeccable and your page is fully optimized, it doesn’t mean people will read it, much less remember what they read. Instead, use video to do the heavy lifting.
In this example from Square, the landing page offers a quick rundown of product features and benefits, accompanied by an image that shows it in action (well, sort of).
In the middle of the page you’ll also find a video that shows how the retail tools actually work, giving someone a better idea of how they might use this product themselves.
Video Landing Pages are Perfect for Selling with Social Proof
No one wants to feel as though they are the only ones using a product or service. Social proof gives potential users some assurance that someone else has already taken on the risk of trying something new–and that the outcome was a positive one. Video landing pages, like the example above, allow real customers to explain what it is that makes the product or service worth trying.
Use Video Landing Pages to Show Off Features and Benefits
Sprout Social’s message is loud and clear–manage and report on social media easily. We like that they’ve kept copy to a minimum and surrounded the video and the bullet points with plenty of white space.
The only thing we would really change here is sticking to one audience per page. Here, users can choose between business and marketing plan and the agency plan, and while it’s not a huge deal, adding the agency “learn more” CTA in addition to the free trial offer for other users muddies the message a bit.
Tap into Emotions
Patreon does a nice job here tapping into the visitors’ emotions, by getting the audience to think about themselves as “patrons of the arts,” which, of course has an aspirational ring to it. We like that they’ve stepped away from the typical modular layout you see quite often with video landing pages, instead opting for a hero image that gets up close and personal with a creator.
Additionally, the CTA “join us” reinforces that feeling of being part of a community, which is far more powerful than promoting the platform as if it were your typical crowdfunding site.
Match Content to CTA
If you’re building multiple campaigns for several different products or buyer segments, message match is a huge deal. Your video, landing page content and ad copy need to be closely connected.
For example, if your landing page invites visitors to book a demo, your video should reinforce that same CTA.
Stick to One Video and One Goal
As is the case with text-based landing pages, you’ll want to resist the urge to do too much on a single landing page. Make one landing page per offer and only stick one video on the page. Otherwise, you may end up overwhelming your visitors to the extent that they might leave.
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How Long Should Landing Page Videos Be?
Don’t stick a 10-minute video on your landing page. Your video might be this beautiful, well-produced work of art, but people have short attention spans. Like goldfish-level short.
Since landing pages are typically used to introduce a product or service, it’s better to keep the length to a minimum–let’s say around 90 seconds or less. That’s long enough to show off where your offer adds value, but not so long that bored users abandon ship.
The point is, your landing page isn’t the appropriate place for a full tutorial or an educational talk. Save those items for your knowledge base or email them to a prospect further along in the buying cycle.
Wrapping up
In the end, the whole point of your landing page is to ensure that your ad dollars are well-spent, helping you turn visitors into leads or customers.
Video landing pages, when done right, can help you drive more conversions by creating an emotional connection with your audience and showing (not telling) the real value behind your product or service.
The stats say it all, video landing pages might be a bit more intimidating than a static page, but the pay-off is well worth the effort.
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