We know that website visitors are spending more and more time watching videos online. Video content can be a compelling way to offer information that hooks visitors on a high-converting landing page and can generate deeper levels of engagement. Learn the benefits of a video landing page, why they work so well, and best practices for using videos on a landing page.  

Why Video Landing Pages Work

Video landing pages bring your service or product to life, giving website visitors a really clear idea of how you (or your product) can help them. Duraflame’s Adulting campaign is a clear example of this. The campaign targets Millennials who are starting to become more adult, introduces them to Duraflame logs, and targets the product at the audience using humor and wit. After watching the video, Millennial users know exactly what Duraflame logs are.  

 

While Duraflame logs are straightforward, other products or services may be confusing. For instance, it’s difficult to explain a service like automated backup with only words. Rather than offering text on a backup service landing page, an explainer video can quickly highlight the service, its benefits, and how it works so users just get it.

For instance, Tapinfluence, an influencer marketing platform, is a great example of explainer video for tricky concepts. Tapinfluence’s purpose is difficult to explain if the user is unfamiliar with influencer marketing, so the video jumps right in there and lends clarity to the concept.

If your concept or product requires a lead-up, or if your landing page has a low conversion rate, video might help. The Duraflame campaign also illustrates another benefit of video landing pages. They’re entertaining and they evoke emotion, which leads to higher rates of conversion. While humor may not be right for every product, it can work well to increase conversion and ROI.

If your business is somewhat dry, a video can personalize your brand to make it more relatable. If you sell insurance, make picture frames, or have another somewhat “boring” offering, use video to connect. You’ll not only trigger more sales by connecting emotionally, but you can differentiate yourself from competitors and gain top-of-mind awareness in your industry.  

Best Practices With Video Landing Pages

To be effective at increasing conversions using video, you must follow best practices. Start with these tips:

Avoid autoplay – Never have videos automatically start playing when visitors arrive at your page. This can really turn off visitors and affect your brand’s position in the market.

Choose a smart size – Visitors may arrive at your landing page via tablet, smartphone, or laptop. If your video is only designed to display well on a laptop, you’ll lose a high percentage of users. Aim for a size that looks good on any screen, such as 650 pixels wide by 366 pixels tall.

Add a call to action – This sounds obvious but some people overlook it. Add a call to action throughout or at the end so people can convert.

Experiment with time frame – In general, long videos are a bad idea as users can navigate away before reaching your CTA. Videos that are 90 seconds or less work best because they have a clear focus to guide the user toward the most important information. Yet a longer or shorter video may work better for your business.

As you add a video to your landing page, don’t forget to make other tweaks to boost your conversions. Our series of landing page best practices offers actionable tips that will transform your business and your bottom line.