Our Ultimate Guide To Landing Page Videos
Our Ultimate Guide To Landing Page Videos
First impressions are everything.
You’ve created a landing page. Increasing the number of landing pages on your website to just 15 gives companies a 55% increase in leads, so it’s likely you’re already way ahead of your competitors.
But did you know 68% of consumers prefer to learn about a new product or service through video rather than articles, infographics, ebooks, and presentations?
So let’s give the people what they want.
Give them the easiest way to see what you do, how you do it and why they need to pay you to do it for them.
Give them a landing page video.
First things first, what is a landing page?
The idea of a landing page is that it’s the first page a customer lands on when they visit your website. The one they ‘land’ on. It’s usually created to display just one offer or type of product or service, and it’s great for your conversion rates.
In this guide, we’ve included homepage videos as well - your customers will often ‘land’ on your homepage first.
A landing page video illustrates the value of the product or service you offer, to users who have entered your site on this page.
A landing page video can be the centrepiece of the page, or it can sit further down and work with your copy and design to help the page achieve its ultimate aim.
Why do I need a landing page video?
Most people are skimmers when it comes to consuming online content. They want to find the best product or service quickly and then make a decision.
A video helps them do just that. It gives your customers your message and USPs in just a few seconds. Videos can help your brand create an emotional connection with visitors - and if you have visually appealing products they allow you to really show them off too.
And there’s more! Using video can shorten your sales cycle, and allow people to get to know your brand with less touchpoints.
But don’t just take our word for it. Here are the stats you need to know:
By the end of 2022 videos are expected to make up more than 82% of all consumer traffic online
Viewers retain 95% of what they see in a video, vs 10% of what they read in text
Users spend 88% more time on websites with videos than website without them
64% of customers say watching a video makes them more likely to purchase the product or service
90% of consumers say product videos have helped them make buying decisions
Websites with video are 53 times more likely to rank on the first page of Google
You’re likely to get more customers than you bargained for - 92% of mobile video consumers share videos with others
What are the benefits?
Videos make complex products and services easy to understand. Whether that’s SaaS products, tech or a brand new product you know will make their life easier.
Spark some interest or enjoyment in your company or products and services. Videos are much more emotional than words and design alone, and they can add some fun, playfulness or a friendliness to your website.
They make it easy to take in information. A one minute video is worth 1.8 million words.
They make it easy for customers to remember what you do. Video viewers remember 95% of the information they see, vs 10% when reading it in text.
Adding emotion and specific videos to your landing page helps you make a personal connection with your website users.
What to include in your landing page video
Firstly, you need a high quality video. This is showcasing your products, so it can’t be badly filmed, feature a badly written script, and it must be tailored to your ideal audience. It must be in line with all of your other branding and tone of voice. We can give you tips and tricks, but ultimately your video has to be you.
There are a few essentials we can boil it down to though -
A good story
People love a good story. 63% of people remember a story, while 5% remember a stat. So you need to begin your homepage video with a really great story people will remember and connect with. But it can’t just be any story - it needs to tie back to what you do or what you sell.
What you actually do
From the very first second of the video it needs to be clear what you actually do or sell. What pain point do you solve for your customers?
Your USP
Go with just one point here. The most U of all of your USPs (Unique Sales Proposition). Don’t try to shoehorn in all the reasons someone should buy from you. This is just one step in the user journey - it should be the beginning of many pleasant interactions that show your customer why your company is the best choice for them.
What’s the goal of your video?
You need to have one, maybe two, goals for your landing page video. Think about what you want your audience to do next. Have they just learnt about your company? Maybe they need to see some products in action next, or read some of your thought leadership content? Are they likely to need your product or service but not quite yet? How can they stay in touch with you? (Hint: newsletter or social media). Have they just seen a video on your product page? Maybe they’re ready to buy, so give them an easy way to do that.
The key here is to think about the user journey. If this is the first time they’ve seen you, they might not be ready to buy. You don’t want to give it all away on the first date. So date them a little bit first, while giving them the option to buy now if they’d like to.
How to create a video that resonates with your audience
Are they first time visitors or do they already know you? A video on the homepage needs to explain what it is you do. But a video on your About Us page might go more into your story, your history and how you came to be.
Show similar types of people to your target audience if you’re using real footage. Or try to add in words you know resonate with your audience.
Speaking to your sales team, your customer service team or your customers themselves can help you really get to know them and find something that resonates with them.
What type of video?
Explainer video
Perfect for complicated, new and unfamiliar products and services. Explainer videos need to show how you can solve your customers’ problems, and add in the benefits and features. They also need to show off your USP - why your product? Why are you different?
Brand video
A brand video taps into why it’s your company people should use. They generally already know that you can solve their problem, you need to give them a little nudge to make sure they choose you over a competitor.
Demo video
Perfect for unique products, or something a little more complicated, demo videos show your users what they’ll get from your product and how it works.
Promo/offer video
Show your audience a promo or offer, and give them a little taster of what they’ll get if they use you. Promo videos tend to be fairly low down the funnel.
Testimonials video
If a customer is willing to sit down and say how useful your product has been, it speaks volumes. This is a great way to give yourself some credibility, and tip unsure customers over the edge.
Best practices
Keep it short and sweet
Add captions, or make it understandable without sound - 92% of consumers watch videos without sound, and 50% rely on captions.
Repurpose your videos - 64% of consumers make a purchase after watching branded social videos, so use your landing page video on social channels as well.
Don’t save the best till last - your USP needs to sit at the top of the video. If you’re doing a before and after, it’s usually best for the after (the relaxing, problem solved part of the video) to appear first.
Turn off autoplay - users will be put off by unexpected noise or longer loading times, so let them choose to play the video.
Make it clearly available - place your video above the fold, so users can see it. There’s no point using all of these resources on a really great video if you aren’t going to feature it on the site prominently. Make sure it fits well with the rest of the site, and remove some other elements if the page is starting to look too cluttered.
Don’t forget the thumbnail - you’ve turned off autoplay. It’s the thumbnail’s job to get your website users to click that all-important play button.
Think about the user journey - what do you want them to do next? What have they already done? Don’t say the same thing over and over again. Your business should have a few levels of USPs (Unique Selling Points), and these should be peppered throughout your messaging.
Include a CTA - what do you want your users to do next?
Keep testing - the rules are made to be broken. What works for someone else’s users may not be what works for yours.
What next? Test, test, test
We’ve given you some tips. But rules are made to be broken.
We told you not to autoplay your video, but give it a try. Did your landing page perform better with an autoplay video with no sound?
We told you to put it front and centre, but do people need to read a couple of great headlines first, then scroll down for more information from your video?
Every customer is different, and every site is different. It’s time to have some fun with that data.
Lights, camera, action!
Have we brought you over to the idea of adding videos to your landing pages? Speak to our (really friendly) team at Interesting Content.