Meet a match made in conversion heaven - video and landing pages
Did you know that there’s a better way to do landing pages? A way that can increase your conversions by 80 percent? No smoke; no mirrors. We have the secret weapon, and this article is all about showing you how to use it.
Landing pages are targeted to a specific flow of traffic (e.g. an email campaign advertising a promotion or a Facebook ad featuring a product) and allow your brand to capture information about its visitors. Marketers use landing pages to create a more direct path between buyer and solution. Some of the most powerful uses for landing pages include:
What makes a landing page successful?
Success is measured by how long visitors spend on your landing page and whether or not they follow the desired action promoted on the page. Several factors will determine if your visitor behaves the way you hope, including:
A clear CTA
A sense of urgency
What’s the one form of content that’s capable of combining all these elements into a single, neatly wrapped package?Video. The impact that video can have on landing page performance is significant for three reasons:
Landing pages are designed to stay narrowly on topic and get the point across quickly. Video is the easiest, fastest way for visitors to obtain and digest information.
The very nature of watching a video translates into time visitors spend on your landing page.
When video features real people, it helps build trust between the visitor and your brand.
Now, let’s get down to business. As you create your landing page with video, here’s a checklist of things to consider:
1. Page Speed
Wideo started using personalized video on their top landing pages and noticed a 106% increase in conversions. Check out this blog for everything you need to know about personalized video.
3. Poster Image
Your poster image is like a tiny preview that visitors use to decide if they want to click play. It can be a static image or a short, looping video clip. Regardless, make sure you include an overlaying play button so that it’s obvious that the thumbnail represents a video feature. The best way to determine if your poster image is effective is to A/B test. Here’s some more advice for creating poster images that don’t suck.
4. Video Size
This tip is two-fold:
On-page position: How you position your video on a landing page will impact its playability and success. If text is required to set up the contents of the video, it should appear first and lead the visitor to the video. In other words, create a flow of information.
Video length: Some topics require a minute or two. Others are better served with a short snackable video. As a general rule of thumb, shorter is better.
5. Title & Description
When a visitor clicks an ad, they want your landing page to immediately confirm that they’re in the right place. Your title and description are what they’ll use to validate. Be as direct as possible about the value of the video. Use your title to create an emotional connection. And don’t forget to include keywords to add SEO value to your landing page and video.
The CTA of your video should match the CTA of the landing page. CTAs should always point visitors toward gated content or a contact form. Your CTA can be:
Show at specific times during the video
Can be displayed at the end of the video
Use share buttons in addition to CTAs to garner more conversions.
7. Play Mode
Usability guidelines advise against autoplay, specifically for a video with sound, because it’s disruptive and obnoxious, and may cause visitors to hit the back button to escape. But it might also help your conversion. Test autoplay vs. manual play to see which performs best.
Make the desired path a thoughtless journey for visitors with clear, concise, transparent, snackable information that flows from title and description, to supporting text, to video, to share buttons and call-to-action.
9. Cross-Channel Support
Don’t stop with your landing page. Post your video to YouTube and optimize it for SEO. Share it on social media. Include it in an email campaign, etc.Remember, video and landing page strategy is an iterative process. Track performance carefully and use the data to inform and improve your approach. For best results, partner with a video marketing agency. We have all the secrets to success and the practical experience to execute them. You can learn more about us by clicking here!