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Crafting the perfect landing page takes the right combination of elements, and one of the most important is a great promo video. It can inform, entertain, and entice your visitors to take advantage of your offer. If you’re ready to increase your conversions and generate more leads, you need to go beyond a basic text-based landing page and give your visitors more.
What Should Your Landing Page Accomplish?
A landing page should be created for the purpose of increasing conversions. You want it to make enough of an impact on the visitor that it converts them into a subscriber, customer, etc. A great landing page will make your numbers move in the right direction.
You can make many different landing pages according to your various goals, and they should always include a strong call to action that gets the visitor to move to the next step in the marketing or sales funnel. Each landing page should only serve one single, specific purpose in order to help you accomplish that one specific goal that you choose for it.
Here are a few specific examples of goals you can set for landing pages:
- Get visitors to subscribe to your newsletter
- Get visitors to purchase a product and become a customer
- Get visitors to sign up for a free course or webinar
Essential Elements of Effective Landing Pages
Putting together a landing page that produces results isn’t complicated. You need the right combination of elements to ensure that it’s effective. A few key ingredients to a landing page that converts are:
- Strong, convincing call to action
- Clear, persuasive copy
- Incentive or benefits for the visitor
- Irresistible offer
- Direct, straight to the point visuals, both photos and videos
According to EyeView Digital, including video on landing pages can lead to an 86% increase in conversions. That stat alone should be enough to convince you of its value.
We created this video for our client Rollbud and it performed incredibly on their landing pages because it employed humor while also demonstrating the product. This left a lasting impression on viewers that translated into more sales for our client!
Now let’s dive into how to best use video on landing pages.
Place the Video above the Fold
With a landing page, your most engaging content should be front and center. Placing your video above the fold makes it easy for visitors to click. They won’t have to scroll or read through lengthy content before getting to the video. You can always use other videos and include images and written content on the landing page, too, but your main video should be one of the first things that visitors see.
Use an Engaging, Eye-Catching Thumbnail
Your video’s thumbnail can be the key to getting people to click. It should catch their eye, pique their curiosity, and tempt them to watch. You can use a still-shot from the video and layer a “play” button on top so that it’s obvious what people should do. But what exactly makes for an engaging, eye-catching thumbnail?
- Colorful, close-up shots that fill the frame
- Images and text in bright colors that complement one another
- A compelling action shot taken from the video
- Brief, clear text that says something about the video’s content
- Large font for text so that it’s easy to read
- Human faces, especially those looking directly at the viewer, or expressing strong emotion
The size of your video is important. You don’t want it to be so large that it takes up the entire screen, but you don’t want it so small that it is easily missed. Make sure that when you embed your video it fits nicely on the page on each device screen, from mobile to tablet to laptop.
The length of your promo video matters, too. It shouldn’t be too long, but rather give viewers a sample of what they can expect. A strong promo video will prompt visitors to continue scrolling after they’ve watched it, and hopefully, to take action.
Make it Targeted and Specific
A landing page should have just one goal in mind, and your video should support that goal. Think very specifically about one type of target that you’re focused on, and then build the page around that buyer persona. Come up with one key message that you want them to receive.
Your video has to include and support that key message by providing info or clearly explaining what your offer is all about. The promo video should be brief, direct and detailed, adding value for your target. Narrow the focus of your promo so that hits on your main message.
Add Relevant, Related Content
Promo videos are great teasers, but they shouldn’t be comprehensive. That’s why you need to add relevant, related content so that visitors can continue learning more about your offer.
Consider that not every customer is interested in a visual experience. While video can be helpful for them in the marketing or sales process, some customers prefer to scan through written content. Adding text to your video is another easy way to reach these viewers. By building out your landing page with a mix of content, you’ll be able to reach a wider audience and ensure a positive experience for more visitors.
Here are some other types of content that can be included on your landing page:
- Bulleted lists
- Brief blog posts
- Comparison charts
- Sales letter
- An “About” section that tells your brand’s story
- Numbered lists
- Customer testimonials
- Illustrative photos
You don’t have to include all of these content types on your landing pages with promo videos, but adding a few to support your offer will help. Always keep that target audience in mind when choosing the content to fill out your page. With so many different options and content formats to choose from, you should be able to give visitors valuable info that helps them take advantage of that call to action.
The Bottom Line on Video Landing Pages
Consumers love video content, and when utilized correctly on landing pages, it can be an amazing tool for boosting conversions. Video could be the key to turning a hesitant lead into a confident customer. Keep these tips and tricks in mind as you create the perfect landing page using promo videos.