6 Brilliant Tips for Creating a Landing Page Video That Converts

“2016 is the long-anticipated year of video marketing. As a communications and marketing executive, I’ve discovered that creating a video that embodies your product is the new standard in creating good content. It’s imperative that your company communicates your brand’s worth using multimedia formats that can be visually presented to customers.”

~ Boaz Amidor, Head of Corporate and Marketing Communications at WalkMe.

It wasn’t long ago that the novelty of a video on the internet, regardless of the quality, was enough to grab people’s attention. 

But now that videos are a dime a dozen, people aren’t swayed by flashy technology. 

People need, want and expect content.

This is especially true when it comes to videos on your landing page. 

What is a landing page? 

Your landing page, unlike your homepage, is not a front door to your website.

Rather, a landing page’s focus is a call to action that serves the express purpose of converting visitors into clients and customers. 

Unfortunately, creating a successful landing page is trickier than it sounds, the proof of that being that only 22% of companies are satisfied with their conversion rate

Fortunately, a well-made video has the potential to solve that problem.

In fact, videos can help increase conversion rates by 80%.

Why are videos so powerful?

People are overloaded with text and 90% would rather watch a video than read.

Videos significantly lower bounce rates, help break the well-known 8-second attention span barrier, and act as a stand-in for an actual sales person

On top of all that, videos have more power than ever before to boost SEO

As a result, shoppers are more likely to buy after they’ve seen a video

Here are six examples of successful landing page videos, along with some useful tips, that will inspire you to create a video that will result in the conversion rate you’ve been striving for. 

Tips and Examples

1. Explain Your Product Simply and Quickly

Crazy Egg‘s Viral Explainer Video: 

Why this video works:

This video, which generated an additional $21,000 in sales, is a quick, clear explanation of Crazy Egg’s product.

It begins with a problem viewers identify with, and leads them to a solution. 

Things to consider:

The animation is professional, eye-catching, and not babyish. The animation blends nicely with the screencasts.

See more explaliner videos here

2. Don’t Stray from Your Brand

Rosetta Stone‘s Brand Consistent Ad: 

Why this video works:

The video is simple, but the graphics are consistent with the Rosetta Stone brand. The focus is on the success clients achieve if they use the product.

Rosetta Stone Landing Page

Things to consider:

If your video is clear, simple and clean, it doesn’t have to be flashy. You don’t have to include every detail of your product.

3. Know Your Audience

Threadless‘ Halloween Inspired Video 

Why this video works:

The Nightshift has a structured story that appeals to threadless’ young, hip and social media savvy target audience.

It also serves as an example of the “social proof” theory. Millennials may not respond much to ads, but they can be influenced by what they see other people doing (which, in this case, is wearing Threadless t-shirts). 

Things to consider:

This video is about six times as long as the recommended length. And yet, it works, proving that entertainment sells.

Many successful ads today are either shorter than 15 seconds or longer than 60 seconds. Videos of different lengths serve different purposes, and the rules change depending on the type of video you’re creating

It may take time to figure out what works besgt for your company. 

4. Tell a Story and Spark Emotion

Adobe‘s “Click, Baby, Click” Phenomenon: 

Why this video works:

Click, Baby, Click tells a relatable story with a funny twist at the end, and was appealing enough to earn its own hashtag

After the success of Click, Baby, Click, Adobe produced a series of similar videos, one of which ended up airing during the Super Bowl

Things to consider:

According to Jon Mowat

“In logical advertising, details about the product and sales arguments are presented to the consumer, leading them to think about practical reasons as to why they want the product.”

Source: The Role of Logic and Emotion in Video Marketing http://www.reelseo.com/logic-emotion-video-marketing/#ixzz4CytCShp7
©TubularInsights.com, All Rights Reserved

Besides being funny, “Click, Baby, Click” sparks anxiety (particularly among marketers), which sparks people to talk about and share the video, wonder about their own business practices, and consider how they could use the product themselves. 

Find out more about:  The 7 Reasons No One Is Reading Your Press Release

5. Incorporate a Screencast

Sales Cloud‘s Overview and Demo: 

Why this video works:

The screencast helps make the explanation of the Sales Cloud product easy to follow, espeically for potential users who have even the slightest fear of technology.

Things to consider:

Screencasts are generally less expensive to produce than live-action or animated videos.

But that doesn’t mean the quality of a screencast should be taken less seriously. Create your screencasts with high-quality software and make sure they are just as engaging as any other type of video. 

6. Focus on a Clear Call to Action

Dollar Shave Club‘s Risky but Powerful Slogan: 

Why this video works:

The video is funny, it moves quickly, and uses live-action (as opposed to animation).

Most importantly, the video has a very clear call to action, and is next to a button that says, “DO IT.” 

Dollar Shave Club's call to action

Considering Dollar Shave Club’s history with calls to action, it’s not surprising that they’ve come up with something so simple yet so powerful. 

The video went viral with over 19 million views, and the company, once a small start-up, is now valued at $615 million

Things to consider:

This video is far from being politically correct, and not just because of the language.

An established, successful company who knows their target audience well might be able to get away with that, but they still risk alienating viewers.

Video Do’s and Don’ts

Do’s:

1. Design Your Landing Page First

Before you create your video, it’s best to have an idea of the color, layout and style of your landing page. 

Having an idea of the size and placement of your video before you get started is a big help. If you’re using animation, make sure the colors are consistent with your brand and match the colors and graphics on your landing page. 

Here are some examples of possible layouts: 

Snapfunnels‘ landing page may not be the fanciest or most sophisticated, but its message is clear. 

Snap Funnel Landing Page

On the Constant Contact landing page, the video is in the lower right corner, but their clear (and catchy) call to action stands out. 

Constant Contact Landing Page

CoSchedule‘s landing page video takes up almost the entire page and autoplays silently in the background. 

CoSchedule Landing Page

Learn more about designing your landing page here

2. Plan Your Video Carefully

As Neil Patel Explains

“The most important part of a video is the script and not the actual video quality. Whether you have a high quality video or a mediocre one, if the script isn’t good, it won’t convert well.”

As you’re planning your script, think about: 

  • what your viewers may be worrying about. 
  • how your product can solve the problem. 
  • how you can use a call to action that leads your viewers to your product (the solution to their problem). 

A storyboard app can be a great help during the planning process

3. Share Your Video to YouTube and Across Your Social Media Platforms

Once you have a video you’re happy with, there’s no reason not to share it everywhere you possibly can. 

Facebook has surpassed YouTube with video sharing, in part because of its new algorithm.

According to Gary Vaynerchuk

“Think about it for a second. If you’re creating video content for YouTube, and not putting those videos onto Facebook as well, your brand or business is losing distribution – not to mention relevancy. No questions asked.”

Just make sure that you upload your video directly to Facebook. Otherwise, you might become of victim of the rivalry between YouTube and Facebook

Sharing videos on Twitter and Snapchat will also get more people to your landing page. 

5. Optimize Your Video for SEO

YouTube is the world’s second largest search engine, and gets 30 million users every day, with 100 hours of content uploaded every minute

With such an unimaginable amount of content, you have to do everything you can to make sure people find your video. 

The best way to do that is with SEO: 

Learn more here

Don’ts:

1. Don’t lose sight of your goal and pack your video with too many messages.

Decide on one goal for your video, and stick to it. Bombarding viewers with too many messages will distract them from your call to action. 

2. Don’t automatically set your video to autoplay without careful consideration. 

If your video plays automatically, you run the risk of annoying your viewers and increase the likelihood that they’ll leave your site, especially if they’re bombarded with sound. 

Find out more about:  Startup? Learn how to Win the 2009 Open Web Awards by self nomination promotion!

You really don’t want your video to autoplay if it includes sensitive content, like footage of an animal with an injury, that people might not want to see. 

On the other hand, autoplay will grab your viewers attention. So if you feel you must use it, consider creating a silent video, like the one on MailChimp’s homepage. (The fact that the video is short doesn’t hurt either.) 

3. Don’t create an unprofessional video. 

It goes without saying that your video should be shot with the highest quality equipment you can get your hands on, and should be well thought-out and well-edited. 

Your graphics should also be professionally created, and dialogue and voice-overs should be recorded with a microphone. 

But don’t forget that the content is what matters most and must be professional, respectful and well-written.

Simply put, explain why people should take advantage of your product without creating too much hype and without insulting or downgrading your competition (or viewers for using your competition’s products). 

4. Don’t limit yourself to one video and one landing page.

You may find you have more than one call to action and / or more than one target audience. If that’s the case, don’t be afraid to have more than one video and more than one landing page.

Use Metrics to Track Your Success

Even if you take all of these tips to heart and create the perfect video, your video won’t affect your conversion rate as much as it could if you don’t know who you’re reaching. 

Unbounce‘s “A Tale of Two Marketers” serves as an example of a fantastic landing page video while teaching a valuable lesson about marketing: 

“A Tale of Two Marketers” has one clear call to action (“download case study”). 

The “surprise” at the end (that “Strategic Sue” is based on somebody real), is intriguing and inspiring. 

To find out who Sue “really is,” viewers have to click, which is an ingenious move.  

But it’s the lesson this video teaches us that matters most: 

“You might be making cool videos, but if you’re like the majority of marketers, your cool content may have fizzled out and collected some internet dust – all without getting any clear metrics on your ROI.

Don’t get me wrong, it’s great to release a video and feel like a total boss, but you’ll come down pretty fast from your marketer’s high when you realize that you had no real objectives for your video beyond brand awareness.”

~ Jennifer Pepper, Unbounce

Remember, the number of views your video gets isn’t as important as making sure it’s being watched by the right people. Using analytics to know who is watching your video and why is essential

Adopt “Sue’s strategy,” and your landing page video will become your most powerful marketing tool.  

The Takeaway

The popularity of video is growing at an alarming rate.

Facebook has gone from 4 billion to 8 billion average daily video views in the past year

The amount of video created for the internet in thirty days surpasses the amount of total content created by all three major U.S. television network in the past thirty years.

64% of viewers buy products online after they’ve seen a related video with a clear call to action. 

With statistics like that, it’s no wonder that 51.9 percent of marketers point to videos as the content with the best ROI

If you create a video that doesn’t result in the conversion rates you were hoping for, keep experimenting and try again. You’ve got nothing to lose. 

For more tips on creating videos that will convert, check out this episode of the Call to Action podcast: 

Creating your landing page, and the video that goes with it, is like a puzzle.

Enjoy the challenge and creativity of figuring it out! 

Do you have a video on your landing page? Share your tips and experiences in the comments. 

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Written by Melissa Fragiadaki
Melissa is WiseStamp’s blog administrator and loves delving into topics of interest to small businesses. She’s an audiobook fiend, podcast connoisseur, and adventurous traveler who enjoys writing lines of code as much as she enjoys writing pages of fiction.