When people think of landing pages, they typically think of long-form sales copy and a suspicious signup form. If you need landing pages, but don’t want to saddle visitors with 900 words of design-challenged sales copy, there’s another option.
In 2015, that option is video.
When it comes to landing pages, video translates into performance boosts across the board: in email opt-ins, in lead form submissions, and in product sales.
How to determine if your landing pages need video
If an increase in conversion rates somehow doesn’t convince you that video would be a welcomed addition to your landing pages, then here is something that should.
Visit your competitors’ sites and look at their product landing pages, and features pages. Take notice whether they’re using video.
Why? Without video you’ll leak top and mid-funnel traffic to competitor sites that are using video.
Unbounce, a leading landing page creation platform, attributes the increases with video to keeping people on landing pages longer, boosting levels of trust with potential customers, and giving people who don’t like to read another way to consume your content.
Examples of how businesses use video on landing pages
Here are 4 common approaches in terms of where and how to set video on a landing page.
Smallish video player. Landing page focuses mostly on traditional non-video landing page content with video as a supplement as opposed to the focus.
- Pros: The video doesn’t dominate the page, and other data points about the product’s efficacy can be displayed. With more to do on the page, visitors will spend more time on site.
- Cons: If we’ve established that video significantly boosts conversion rates across the board, why not feature the video bolder and centered?
Once the visitor finishes the video, she can click on the call-to-action to receive a demo that lies to the left of the video. What’s more, if the visitor doesn’t choose to watch the video or the video doesn’t convince her, FanPlayr offers key statistics right below it to further nudge the consumer.
FanPlayr uses this on their homepage as shown below.
Video player is big, but still somehow subtle. Traditional landing page elements of a strong headline, description, and additional features are above and below the video.
- Pros: Tasteful design, doesn’t push the visitor to watch a video he or she doesn’t want to.
- Cons: Clearly video is a boon for landing pages in terms of time-on-site and conversions, so why make the play button blend into the background?
Once the visitor closes the video, Shopify’s sign up form is waiting. The play button represents the availability of a video, without ramming its presence in front of the visitor.
Shopify uses this approach on their landing page targeted towards jewelry sellers as shown below.
Video player is large and stands out from other page elements. Non-video landing page content appears below the fold.
- Pros: This is the traditional user experience for a visitor in terms of approaching a video — embedded within a player on the page. She will be comfortable with the video’s presence.
- Cons: Nevertheless, the design is somewhat disjointed — with headline, video, and CTA button appearing as 3 separate entities.
Once the visitor finishes the video, the bright blue call-to-action to sign up for the service is waiting, assuming one’s eyes continue to track downward.
GetResponse uses this approach for their landing page creator tool as shown below.
Video player is the full screen. The rest of the landing page disappears when the video is played.
- Pros: Slick, though unconventional design. Big bet on the video to deliver. Lack of copy and immediate forms could be refreshing.
- Cons: Less web-savvy visitors could be confused by lack of clear call to action, leading to high bounce rates.
Once the video finishes playing, visitors must scroll down the page to see the CTA options. The only CTA that appears without scrolling is the popup when the visitor is attempting to exit the site.
BounceExchange uses this approach in their homepage as shown below.
Crash course in video landing page best practices
So what can you learn from the above examples? Here’s a quick summary of best practices for video on landing pages.
1. Your visitor’s attention span is short. Aim for a video length that is as brief as possible while still getting across your main message. There is almost never any need to create a landing video longer than 3 minutes. Most should even be a good amount shorter.
2. Put your most important message at the beginning of the video. If you anticipate a drop off in viewership based on length, but you can’t shorten the video, make sure your most important features, benefits, and results are as early in the video as possible.
3. Make sure your call to action is either visible throughout the video or immediately after it ends. While videos that take over the screen can be impressive, you can lose customers if visitors can’t find their way out of your video and to your CTA. Put some thought behind where the CTA should live to optimize conversion.
Getting started on your own video landing pages
You don’t have to be a designer to make an effective video landing page for your business. There are many video landing page templates you can use to mold your campaigns. Here are a few platforms to choose from.
- Unbounce offers dozens of video landing page templates that you can customize. You can sign up for a free account to browse and try their templates before committing to a premium plan, which starts at $49 per month. In addition to the landing page templates, you can also choose from another 15 templates created by others in the ThemeForest marketplace.
- LeadPages is another landing page creation platform that you can use for quick implementation. You can sign up for an account to browse all of the templates they have to offer. While there is no free trial period, their plans do come with a 30-day money back guarantee. If you are comfortable with editing HTML, or you just want to preview what LeadPages has to offer in the way of video landing page templates, you can browse their free collection in this list of free landing page templates. These templates include video landing pages for sales, webinar registrations, email opt-ins, live events, and video course series.
- Instapage has over 20 video landing page templates, all of which are available for premium users of their platform starting at $29 per month.
- HubSpot has a marketplace with a dozen video landing page templates, which are available for purchase to be used with your HubSpot account. Even if you don’t use the templates, you might want to go look at the designs they have to offer as each comes with conversion rate data based on past performance.
- GetResponse offers users of its email marketing software a free landing page creator, which includes several video landing page templates. Pricing for their email service starts at $19 per month.
Video is a great way to enhance your landing page to help convert visitors into leads and customers. There are several different ways to incorporate video into your landing pages to supplement or replace long sales copy.
Ready to get started with a video landing page? Create your first video here and add it to your product and service landing pages.