If you aren’t using video landing pages as part of your online marketing strategy, you are missing out on a huge opportunity to convert casual internet users into paying customers.
Landing pages are successful because they engage a specific audience in a way that your general web page can’t.
They are also more likely to be found using a search engine. This means that your product or service has the potential to get in front of more potential customers.
Adding video to your landing pages makes them even more powerful.
In a survey of small business owners and professional marketers who added video into their marketing efforts, 76.5 percent noted a direct increase in their business.
If you want to know how to best implement this fast, easy, and effective marketing method, read on.
Want to generate more leads for your business? It’s time to invest in a high-quality landing page video. We’re sharing 7 tips to boost your lead generation.
1. Start With a Quality Script
Starting with a written script will help to ensure that your video stays on topic. The primary reason for using a landing page video is to increase conversion rates. The content of the video should always provide value and support the message on the landing page.
Try to connect with your audience by using your video to tell a compelling story. If customers feel like they can relate to you, they are much more likely to buy your product or service. A successful marketing video will engage and educate the viewer.
A bored viewer will give up and move on to another page, so keep your videos short and sweet. Run times of 45 to 90 seconds are ideal. Get your point across quickly and always end with a call to action.
2. Carefully Consider Your Audience
Your video should be carefully designed with the target audience in mind. A simple animated video may be fine for some purposes. Other audiences may be more interested in detailed information, instructions, or screenshots.
Don’t annoy people by wasting their time with fluff. The best videos provide answers to questions or solutions to a problem.
It’s also important to remember that not everyone prefers watching videos. Include critical information from the video in writing on your landing page. This will ensure that you don’t lose an opportunity with those who prefer the written word.
3. Cheap Is Expensive When It Comes to Creating a Landing Page Video
When creating a landing page video, quality is important.
The look and feel of your video should be consistent with your branding. A poor-quality video will immediately turn off viewer and can ruin your credibility.
This is one of those instances where you typically get what you pay for. People that you may need to consider hiring include:
- Professional writer or content developer for your script
- Illustrator or designer for animation
- Professional actors or voice-over
- Professional videographer
4. Design You Landing Page Around Your Video
The placement of the video on your landing page has a lot to do with whether people will watch it.
When viewing web pages, the eye tends to focus fist on the upper left corner of the screen. Take advantage of this by positioning the video in the user’s natural line of sight.
When adding content to your video landing page, be aware that less is more. If there isn’t a lot of other information to distract viewers, they are more likely to click on your video.
Your message must be clear and simple to attract and keep the user’s attention. Color scheme, imaging, and use of white space all impact the user’s decision to stay on your page or click away. Using a
Using an experienced web designer to create your landing pages can make a significant difference in the success of your campaign.
5. Choose a Great Thumbnail
Internet users are very visual.
When deciding whether to click play, the first thing that people see is your thumbnail. It should be attractive, relevant, and provide a slight preview of the content of the video. The best thumbnails grab the interest of the viewer, pique their curiosity, and make them want to see more.
Some ideas to consider when choosing a thumbnail:
- Use a screenshot from the video to keep the thumbnail relevant
- Use photos of real people with interesting or comical expression
- Incorporate your logo or branding
- Add text that includes the video title or specific keywords
- The play button should be prominently displayed
- Make sure that the image you choose looks great on all devices and screen sizes
6. Check Your Landing Page Video for Usability
Check to make sure that your landing page video plays correctly in as many browsers as possible. The page should work as intended on both computers and mobile devices.
It is also important that your video loads within the industry standard of three seconds or less. Studies show that there is a seven percent reduction in conversion for every one-second delay in load times.
If you find that you have slow video load-times, you may need to upgrade to a faster server or optimize your site. Large images and add-ons like pop-up bars can use up critical bandwidth and slow you down.
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7. Monitor Your Results
Even the best-designed landing page can have unexpected results. Creating custom events in Google Analytics will help you to track the effectiveness of your landing pages. The report includes valuable information like:
- Whether your video was played
- How often it was viewed
- Whether viewers watched it all the way through
A simple A/B test, also known as split testing, is one of the best ways to experiment with different elements of your landing page. A/B testing involves using two different versions of the same page to determine which has a higher conversion rate.
Another easy way to track the conversion rate of a video is to add a unique promotional code to each one.
Whichever method you choose, you need to be flexible and willing to make changes to your campaigns based on the results. When making updates, be sure to only change one thing at a time or you won’t know which change was behind the new results.
People tend to remember information that they have seen in videos more clearly than when they have read it. This is part of what makes video landing pages extremely effective for capturing leads and closing sales.
Best of all, you can turn the public into your own advertising agency by creating videos that they want to post and share. Now that’s what we call effective marketing, and we can help your brand succeed. But first, you must get in touch with us!