Six 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.”
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.
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
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.
On the Constant Contact landing page, the video is in the lower right corner, but their clear (and catchy) call to action stands out.
CoSchedule‘s landing page video takes up almost the entire page and autoplays silently in the background.
Learn more about designing your landing page here.
“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.”
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.)
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.”
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.
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.