Make a Big Impact on Your Landing Page with a Small Budget Video

landing page video on a budget
Filming yourself? Awkward, yet cheap. (Image source)

It seems like almost every respectable, tech-savvy company has a homepage video these days. And while it may be somewhat of a trend, it’s not without good reason. Adding a video to your landing page can produce big results. Like a 64% increase in conversions big. Just ask Neil Patel at Crazy Egg. After adding an explainer video to his homepage, he landed $21,000 in additional monthly revenue. Sure, you might not get quite the same return, but if you haven’t experimented with video yet, shouldn’t you at least be giving video a shot? And if you already have a video, why not try a few variations to see which version performs best?

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I know, I know…video is expensive and time consuming, right? But guess what, it doesn’t have to be! There are plenty of ways to produce conversion-oriented video content on a tight budget. Here are 3 simple ways to get started.

1. Make a Screencast

Pros: Great for showcasing a web or mobile app
Cons: Better suited for tutorials, although marketing-oriented videos are possible
Time: 6-8 hours
Cost: $0-350

If your product or service is a web or app-based, consider starting with a screencast. A screencast is essentially what it sounds like, a video that shows your website or app in action. To give you an idea of what’s possible, here is a screencast I put together a few years ago when I launched Demo Duck.

It’s simple, but it also had over 2,000 views and generated a lot of leads. The entire video was produced in a simple piece of software called Screenflow (there are a few clips of live action video and animation that I spliced in). If you use a PC, check out Camtasia Studio, or Jing, which is free but less powerful. All 3 pieces of software are extremely intuitive and should only take an hour or two to get up and running.

I wrote the script myself, but if you need help, try a service like Scripted. For the voiceover, I knew a friend in radio and had him record it at work. You can just as easily record something at home using a decent microphone (like the Yeti from Blue Microphones for $99) in a closet (the clothes help dampen the sound). Or, if you’re looking for a professional, or a specific tone, check out voices.com. A recording there typically runs between $100-300. The icons came from Google images (I mean…I purchased them at iStockphoto) and I found the music for $14 at audiojungle. You can find more music on sites like Tunefruit, License Lab, and Premiumbeat.

2. Shoot a Live Action Video

Pros: Get a chance to show off your personality and engage with your audience
Cons: When done wrong, it can hurt more than it helps
Time: 5-10 days
Cost: $100-1,000

Live action video is great, but it does require some extra planning. First of all, you need to find a location. This could be your office, the local park, or your conference room (for some great tips on how to setup your conference room for a video shoot, check out this video post from Wistia). You also need the right equipment. In the video production world, you can spend tens of thousands of dollars on cameras, lighting, and the like, but for most companies a decent camera and some basic lighting will do the trick. For starters, try using your iPhone and a basic lighting package from Home Depot for less than $100.

Most importantly, you need talent. This could be you, your boss, or someone you know. It doesn’t matter so long as the person selected can speak with energy and enthusiasm about your business. The last thing you want is a dry, boring, and awkward presentation from a talking head. Here is a live action video we put together in our office a few weeks ago – for a couple of us, it was our first time on camera, but we had fun with it and tried to make it interesting to watch.

3. Produce an Animated Explainer Video

Pros: A good explainer video can explain a complex subject in 60-seconds
Cons: Potentially time and cost intensive
Time: 4-8 weeks
Cost: $1,000+

Animated explainer videos are all the rage these days. However, unless you’re a talented designer and know the ins and outs of a motion graphics program like Adobe After Effects, they can be costly. Most explainer video companies charge between $5,000-15,000 for an animated video (which is well worth it if you can afford it), but if you’re on a budget, there are alternatives.

For starters, check with your local art or design school. A lot of schools can direct you to graduates, and even current students, with animation and After Effects experience. If you’d rather stick to the professionals, try a crowdsourced marketplace like Video Brewery (full disclosure – I own this website) or Wooshii. They’ll help you generate proposals from video creatives that fit your budget. You can also try video production networks, like 50Grove.


At this point you should be fresh out of excuses for not creating a landing page video. With the potential to dramatically increase your conversion rates, what’s stopping you? So get going and start producing a video! If you already have one, make a new one and test it. Try something longer, shorter, funnier, or just plain different. Good luck!

– Andrew Follett


About The Author

Photo of Andrew Follett

Andrew Follett is the Founder and CEO at Demo Duck and Video Brewery, where he builds handcrafted explainer videos. He lives in Chicago, loves startups, and enjoys traveling. You can find more video tips and tricks on his blog or follow him on Twitter @demoduckvideo.
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Comments

  1. Damian says:

    I’ve been kicking around the idea of making a short video for a landing page I’m getting ready to create. Seems to me a screencast is the easiest way to do it for most people since they either have a webcam built-in or added on. Thanks for the thoughts.

  2. montrell says:

    nice post I have gotten alott of information from this post. Im currently just researching everything that has to do with making money online before I invest the little money I have. I think that Camtasia Studio or jing is somthing that i might concider.

  3. [...] Make a Big Impact on Your Landing Page with a Small Budget Video [...]

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  5. wp veteran says:

    Is this some kind of video service?

  6. Andrew Angus says:

    No matter what direction you take on a video knowing the cognitive psychology behind what video is actually effective is key.

    There are three key tips that I have learned.

    1) STIMULATE THE SENSES: Recognizing that people retain 58% more information by having both visual and auditory senses stimulated, we’ve developed an effective model to do just that. We use clear, compelling language to stimulate the auditory senses. We then lead the viewer through the concept using visual metaphors that tell the story and complements the voice over.

    2) RESPECT MEMORY: Our working memory has limited capacity. It’s imperative to maintain simple messages and visuals to not overwhelm the viewer, allowing them to retain the information and recall memorable associations.

    3) RELATE TO THE PAST: Offering metaphors and drawing on the viewers’ previous experience helps develop connections in the brain. Relating our clients product or service to everyday events or familiar situations helps to facilitate these connections, resulting in a greater understanding of the topic at hand.

    I wrote a book that goes into this in more detail on these 3 points and can really help to hone your message producing a screencast, live action or animated video.

    You can download ebook version at http://www.switchvideo.com/l/60-seconds-ebook/

  7. Andrew Angus says:

    And… thanks for the great post Andrew! Love the work you are doing.

  8. [...] Andrew Follett posts “Make a Big Impact on Your Landing Page with a Small Budget Video” at Unbounce. [...]

  9. Thanks for some really great tips Andrew. Usually I outsource these kind of jobs to elance for example.

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  11. [...] 1. Make a Big Impact on Your Landing Page with a Small Budget Video - Demo Duck Founder and CEO Andrew Follett helps business owners align domestic explainer videos for their acclimatisation goals. This post offers high-impact ideas for roughly each tiny budget. [...]

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  13. Kurt Bullock says:

    We’ve seen the same results when we included a video on the homepage of our clients sites – an another added benefit it that people stick around longer on average, which can decrease your bounce rate and improve your quality score with Google…

  14. […] videos are becoming increasingly important, explained the Unbounce website, and testing by Crazy Egg shows great results from simple home page […]