How to Utilize Videos on Landing Pages to Boost Conversions
Let’s admit it; most of us create a business to get and stay profitable. The more you sell, the higher chances you have to keep the business going. That’s why growing sales and establishing customer loyalty are every company’s priorities, and conversion rate optimization (CRO) can help you with that.
This engaging medium is what today’s customers are looking for. Gone are the days when they had to read those boring plain product descriptions. By adding a video on your landing page, they can get a grasp of what your business is all about.
In this post, we’ll dive more in-depth into video landing pages and how you can utilize them to skyrocket your conversion rates.
How Do Landing Page Videos Increase Conversions?
Landing pages are those crucial pages on your website where all the magic happens. On these pages, your visitors are only a few clicks away from converting to become leads or even customers.
That said, most visitors feel some degree of hesitation and have so many questions before they make up their minds and confidently click the “convert” button. If you fail to encourage them, there goes your potential customer. And say hello to a higher bounce rate that can harm your website reputation.
Not convinced yet? Here are some reasons why you need a video for your landing pages:
Tell Your Brand Stories
Video provides you with a storytelling method. Using a story-driven approach with good copywriting, you’ll be able to get your brand messages across without being hard selling.
When you tell your visitors an intriguing story, you also help them to establish top-in-mind awareness. Visually, they will remember more of your company than just words on a page.
Generate More Trusts
Landing page videos are powerful tools to generate trust as well. When your visitors see you as a person and not just an online entity, they will feel more comfortable doing business with you on all levels.
For instance, by using video testimonials to show how people have used your product or service successfully, you can build trust far better than text alone ever could.
Build a More Meaningful Connection
Using videos, you can use animated characters or real humans and put them in situations where your visitors can relate to. This way, you can build meaningful relationships with them as they feel like they know that you understand their pain points.
Showcase Your Online Credibility
You can also use landing pages video to showcase your online credibility. Spending extra effort to create a professional-looking landing page video surely shows that you’re a professional in your field and that you’re a legitimate business. This will give your visitors a solid reason why they should choose your business over your competitors.
Convey Your Message Clearly
One of the biggest challenges that you’ll face when creating a high-converting landing page is explaining what your business can do for visitors in a very short amount of time. We all know that trying to explain technical actions through plain text isn’t easy.
However, using video to convey your message will help eliminate this challenge by letting people have all the information they need in a matter of minutes.
5 High-Performing Types of Videos for Landing Pages
There are several types of videos that are ideal for your landing pages, but which type you use is dependent on the product or service that you offer. Below are some essential video types you should consider using on your landing pages:
Explainer videos do a great job of explaining what your business does and why it’s unique. With animations that are often involved, this video is perfect when you aim to deliver complex topics to your visitors without overwhelming them.
Also, explainer videos should be short (many marketers believe that the sweet spot is 2-minute), engaging, entertaining, or informative depending on the product that you’re selling.
With a demo video, you can give viewers a demonstration of what you sell, whether it’s software or a physical item. This helps the visitor understand what the product looks like, how they can use them, and how it will benefit them at some points. In other words, product videos will help visitors set clear expectations.
Similar to testimonial videos that you see on landing pages for lead magnets, these videos consist of interviews with current satisfied customers about why they choose your product or services and how they like it.
So, instead of bragging too much about your business yourself, your happy customers will do all the talking. This is an effective way to convince your visitors to try out your product.
Customers are often left wondering what they can expect from what you offer. They always want to make sure that they make the right choice before converting. And the best way to help them gain more confidence is to answer the questions.
You can use FAQ videos to address the most common questions most of your visitors ask clearly and concisely so that they can have a better understanding of what you offer.
How-to videos will walk viewers through a step-by-step process to show them how easy using your product or service is. This option is best for products or software that are more complicated and not every visitor is familiar with.
When your visitors understand how to use your product or service to its full potential, they will feel more confident in converting.
Powerful Ways to Utilize Landing Page Videos for Conversions
Leveraging landing pages videos is so much more than creating a video and simply placing them on your landing pages. There are some points that you need to consider when incorporating this tactic into your marketing strategy.
Here are some powerful ways to utilize landing page videos for conversions:
Talk Less, Show More
The best thing about video is that you can use it to demonstrate how your product or service works. Showing customers the value of what you offer and why they need to purchase from you will make them more likely to convert rather than simply telling them about its benefits.
The harsh truth is that no one really cares about what you sell, all they care about is how your products or services help them in some ways. So, instead of spending a whole minute just to tell your visitors about how awesome your features are, show them how your product can solve their problems and make their lives any easier.
Invest in Professional Production
Thanks to the internet, there are a bunch of video tools you can use to create your DIY marketing videos. Those scrappy videos might do well for your social media campaign. But, when it comes to landing page videos, it’s always better to invest in a more professional production.
Creating a professional-looking landing page video means that you’ll have a good brand reputation. It can create authority around your brand and show your users that you’re a serious business that cares about your website visitors and potential customers– that’s why you provide them with a professionally-made video.
Keep It Simple and Consistent
Your landing page videos should always be simple, concise, and consistent with the tone of your brand. Even though it might look great to include some epic VFX sequences in one video, people will probably skip them after a few seconds and never get to your call-to-action.
It’s crucial to focus on the value of the offer you’re presenting. A visitor should never feel overwhelmed by what you present in a landing page video. And “what about the video length?” you may ask. It’s best to keep it short and sweet – between 20 seconds and 90 seconds is more than enough for a great landing page video that will have an impact on conversions.
Put Your Visitors First
The most common mistake marketers make while creating videos for their landing pages is that they put themselves or the product first, instead of putting their visitors at the center of it all.
Remember: your goal is to create a video that speaks from your website visitors’ perspectives. That’s why you should make the video all about them
Try to put yourself in their shoes and ask yourself, “what would I want to know from the video?” and “what questions might they have about the topic?” The more relevant information you can share with your website visitors in a short time frame, the better.
Add a Clear Call-to-Action (CTA)
A CTA is what the video is all about. It’s what you want visitors to do at the end of your video—and it can be just one thing, like “Order Now” or “Request a Callback.”
You can use voice-over or text overlay on the screen to communicate the purpose of your video to the visitor, so they understand what you expect them to do after they watch your video.
Place the Video Above the Fold
Above the field are believed to be seen and read more by your visitors. That’s the area where their eyes are locked into. That’s why placing your video above the fold can make it more noticeable and have a higher chance to be clicked and watched.
With all that said, you might also do an A/B test to make sure that it’s really the best place to put your video. Well, there’s no one-size-fits-all rule when it comes to landing page optimization, right? What works for your fellow marketers doesn’t always mean it will work for you too.
Cut Out All the Fluff
When we talk about landing page videos, less is always more. Anything that doesn’t really contribute to the action you’re trying to evoke is such an unnecessary distraction for your visitors. It can dilute the main purpose of the video, leaving your visitors confused. In some cases, it can also be a reason why they don’t continue to convert.
Remember that one landing page has one purpose. That’s why you should create only one video that conveys one message. Break down only one single topic, add one clear CTA, and write a focused headline for the video. That’s how you can keep visitors’ attention focused.
Optimize for SEO
While you can use the landing page video to educate your visitors better about your product or service you can also use it to drive more traffic to your website. Hit two birds with one stone. First, you have to optimize the video for SEO.
Videos, in general, are like crack for the SERPs. A website with a video is 53 times more likely to rank in the top five results of Google SERPs. Here is a quick checklist for creating an SEO-friendly landing page video:
- use keyword-based title
- add full transcription
- upload it on YouTube
- make it mobile-friendly
- include the keyword on the description
- test and measure
Avoid Using Autoplay
It’s essential to allow visitors to receive your message whenever they’re ready. It means, setting your landing page videos in autoplay is like shoving your message down their throat.
Imagine you’re in a public place, and a video suddenly blasting out loud from your laptop or phone. It’s just a natural action to immediately close the tab, isn’t it?
However, if you feel that your landing page video is a must-view experience for your visitors, try to use the autoplay with the sound off. This way, you can create a less invasive experience while still making the video visible.
You can use the video to talk to your website visitors just like you talk to your friends– because they are. A cold, lifeless, impersonal video isn’t going to convince them that your product or service is worth their time and effort. Use a tone of voice and language that they’ll easily resonate with.
By adding personalization to your video, you can make it more engaging and readable for your visitors. When you connect with them emotionally, they’ll actually take action– exactly what you want them to do.
Lastly, we know that videos can be a powerful, high-performing addition to your landing page so that you can increase your conversion rate. After all, the better you can connect with visitors emotionally and speak their language, the more engaging they’ll find it– which is exactly what you want them to do on a landing page. With all of those best practices mentioned above, you can always test out your options to see what works best for you.