In the ever-changing world of digital marketing, it’s more important than ever to remain competitive online, especially when generating new conversions from landing pages.
Whatever your digital strategy, using video on landing pages can help this entire process. Video has become a powerful method of capturing user attention and driving action.
With year-on-year growth, it continues to be one of the most popular media formats for marketers.
This article explains the benefits of using video to improve your conversion rates, the types of videos you could use as part of your strategy, and some best practices.
So sit back and enjoy as we kick things off!
Why video works
I’ve always found that creative video acts as a great visual storyteller. You know the old saying, “A picture paints a thousand words.” I believe video doesn’t just paint – it explains, demonstrates, and educates. Videos help solve and convey complex messages quickly and effectively!
Let’s be honest: we don’t have the time to sit and read an enormous article about how a product can be used or how to change a setting on your website. Video acts as a much quicker problem solver and helps evoke an emotional response in the viewer.
According to Forbes, viewers retain 95% of the message when delivered in a video format compared to 10% when reading. We see more and more agencies, brands and businesses utilising video not just on landing pages but for social campaigns, too!
Is it time to make the switch to video?
Types of videos to consider
There are lots of different ways you can utilise video. Of course, this depends on the purpose of the landing page, your business and what action you want to drive.
In this section, we outline some of the standard video types.
Explainer videos are a great way to simplify and clarify your product and/or service. In some cases, with this type of video, we see brands utilising animation or whiteboard-style videos. You don’t have to go down that route; you can always just do a piece to camera – this is a great way to build trust with your audience. Putting a face to a name can be more powerful than you think.
Testimonial videos are the most effective type of video you can use on a landing page. Sharing real-life customer experiences with your audience can help validate your product and build trust.
According to this article by Wyzowl, 2 out of 3 people say they’d be more likely to make a purchase after watching a video testimonial demonstrating how a business, product or service had helped someone like them.
How many times have you searched or watched a video on how to use a product? Or to see what it looks like or how it works before buying? I know I have. Product demos demonstrate your product’s unique features, how it works and the benefits it can provide.
This style or type of video used on landing pages feels less like a forced sell – it feels more natural and encourages the user to sit and enjoy, which in turn will lead to a conversion.
Speaking of product demos, here’s a great example of how Dyson has utilised video in one of their new launch campaigns:
They’ve added individual product videos for each model, showing its unique features and benefits. It’s probably a little overkill for most brands, but video is a great way of differentiating a product range in a competitive marketplace.
Addressing the viewer directly with a personalised message can be more powerful than you think. This doesn’t necessarily need to be super detailed, but keeping it more specific and focused will help convert the viewer.
Best practices for video on landing pages
There are many things to consider when using video on your landing pages and website. There are arguments about where on the page your video should go – above the fold vs below the fold – and how it impacts viewer engagement, the length of the video itself, autoplay vs press play and, of course, mobile optimisation.
Let’s look at some of those issues here.
What’s the right length for a landing page video?
There is a fine line between educating your audience and maintaining viewer interest without overwhelming or boring them. We don’t want that user to bounce! In my experience, it’s best to keep your videos short and sweet – get to the point!
In this HubSpot article, we see that a Wordstream user recommends creating multiple versions of your video and testing their effectiveness.
But as a general rule, keep the video between 30 and 60 seconds. Any more than this, and you risk losing them or boring them.
Autoplay vs press play
Using the auto-play feature on your videos has merits and drawbacks compared to the traditional press-play method. I won’t go into specific stats on which works better.
There are a lot of controversial arguments online, but in my opinion, it’s best to opt for an auto-play video due to the instant impact that video can have.
Providing the video is in the correct position, activating the auto-play feature will instantly engage the audience, hooking them into watching the whole thing. However, it’s always worth an A-B test if you think this could put off your audience.
Optimising my video for mobile
It’s really important that the video is responsive and viewable on all devices, especially mobile. Before uploading, ensure the video is exported to the right size, dimensions and specifications.
Maintaining a 16:9 aspect ratio for your video will ensure it’s compatible with all devices. It’s also worth streaming your video through a platform like YouTube or Vimeo. This will help reduce page load times and keep the video more streamlined.
Integrating video with overall landing page design
For me, the video must complement the landing page’s overall marketing and web design, ensuring it’s cohesive with other elements such as text, colour schemes, call-to-action buttons, etc.
When considering where to put the video itself, I recommend above-the-fold placement. Above-the-fold content is the bit of the web page that can be seen before you have to start scrolling. Impact is important here; the earlier you can show the video to the viewer, the better! Depending on the video format and the type of content you’re using, you could even trial a full-width hero to maximise impact!
On the flip side, and to play devil’s advocate, it might also be helpful to opt for a slow burner build of the video. Placing the video below the fold in a more relevant and specific section might work better, depending on the type of video you use.
Ultimately, it’s about maximising your conversions through the use of video – there’s no right or wrong answer in terms of placement. As long as it’s not at the bottom of the page, you’re winning!
Examples of landing pages that use video
Here are some great examples of landing page videos
This looping-style background video works exceptionally well for Rolex. The close-up and detailed shots highlight the product really well, and the sweeping nature accentuates the small /delicate details that make this watch a Rolex.
Here’s a really great example of a testimonial-style video for Click Up. It perfectly captures and demonstrates how the software has helped support and boost business performance for their client, Finastra.
This explainer-style video for Ahrefs is excellent. It demonstrates the key features of the technical SEO tool that helps analyse any live website. However, I think the CTA (call to action) button gets slightly lost. That being said, the video is the main talking point here, and it’s used very well. It is a great example of a product demo!
The bottom line on landing page videos
Video offers a way to connect with people in a way you can’t with audio or text. It allows you to tell human stories in an engaging way and convey complex information simply. This is an incredibly powerful sales tool for landing pages. At this point in the journey, your prospects are looking for reasons to buy from you. A well-executed video with the correct information can tick that box.