The Benefits of Using Video on Landing Pages
Videos allow visitors to experience your message with little effort beyond an initial click. They also let you convey ideas that images, copy, and animation cannot—and they do it in a format that’s universally compelling.
For all these reasons, adding video is one of the more effective ways to boost engagement and conversion rates. There’s plenty of evidence to support this:
- Video marketing works. Marketers who incorporate video into their campaigns experience 34% higher conversion rates (Aberdeen Group).
- People consume tons of video. According to Google, they’ve spent more time watching YouTube unboxing videos on their phones than it would take to watch “Love Actually” 20 million times.
- Your competition is probably using it. 60% of both B2B and B2C marketers use video for marketing (Content Marketing Institute).
What Are Video Landing Pages?
Video landing pages are what they sound like, landing pages that use video in some capacity to persuade the audience. Sometimes a video will be the centrepiece of your page, and sometimes it’ll work quietly alongside copy and images to win over visitors.
Videos should be used on your landing pages whenever they directly support the offer at hand. That is—if you’ve got a landing page advertising a webinar, don’t just slap your product explainer on it. You need a video suited to advertising that webinar registration specifically.
There are a few different approaches you can take when deciding what style of video you want to include. Creating video typically demands resources—and can take way longer than you think, trust us—so it’s best to plan ahead of time.
Here are a few common uses of video on landing pages:
An explainer video tells your visitors what they need to know in a short, digestible format they can watch while sipping their morning coffee. Got an idea that’s way ahead of its time? A 90-second explainer video might be all you need to get people onboard.
Done right, as you’ll see in the example below, explainer videos allow you to make your elevator pitch and show off your brand without forcing visitors to read swaths of text.
“I’ll have what she’s having.”
If you’ve ever said something similar, then you’ve seen the power of social proof firsthand. Videos are a great way to add customer voices to your landing page, providing legitimacy and a personal touch that written testimonials lack.
Replacing your hero shot with a video grabs the attention of your visitors and doesn’t let go. If your branding demands visual flair, then video background can enhance it. And if you want to create a certain vibe or atmosphere, a video can do that much better than a still photo can.
PRO TIP. The Unbounce builder lets you drop video backgrounds in place of still images, but you can also start from a template specifically designed for video.
Ways to Make Your Videos More Effective
- Add a call-to-action (CTA) to your video. This can be permanently visible, or be shown at strategic times throughout the video, or be presented at the end.
- Try short and long versions. Some products may need a detailed study, while others might be better suited to a 30-second “commercial” style.
- Use directional cues within the video. Having their attention is nice, but if you want them to convert then point your visitors at your landing page’s conversion goal. This can be a physical action (like a person pointing), an animation, or verbal instruction.
- Write a script before recording. Everybody thinks they can just wing it, but having a script ready before you record your video will help it flow more smoothly and add a touch of professionalism. If you’re worried about scripting making you stiff, remember that you can always ad lib a little to give it personality.
- Overlay audio. If you are demoing an online product, record the screencast first, then overlay audio later. This gives you more opportunities to make it sound professional. Using an external mic is a good idea too.
- Reuse your landing page videos elsewhere. Making videos takes time and money, so maximize your returns by adding your video to YouTube or repurposing it for your social channels.
- Don’t be afraid of autoplay. Usability guidelines say autoplay is an interruption technique that annoys people and makes them click the back button. But sometimes it can also increase conversions. Test with it turned on and off to see the impact it has on conversion and the impression of your brand.
- Don’t just use video. Play rates aren’t always very high, so don’t rely on video alone to convey your message. Instead, include the same points that you make in the video in text on the page. There’s nothing wrong with a little repetition, and it’ll make your page more accessible too.
When Not to Use Video
Typically, when used in the correct context that matches your offer, video improves conversion rates (it’s persuasive!). But depending on your conversion goals, your audience, or even the devices you’re targeting, results may vary.
That’s why it’s important that videos are carefully executed. And that you run A/B tests (see the next section) to verify they’re having a positive impact.
Carelessly implemented, video can have two side effects worth considering:
- They can slow down your landing page. Unbounce’s Page Speed Report for Marketers found that 52.8% of consumers say they’ll give up video for faster loads on phones. If you’re designing for mobile or targeting a population with slow connections, video landing pages might be the wrong call.
- They can distract from your call to action. To overcome this issue, include a CTA in the video itself or use directional cues to make sure people know where you want them to click. And video backgrounds shouldn’t be so engaging that your visitors lose focus.
Want to Learn How to Optimize?
Adding video can go a long way, but you’ll never know how far until you test it. In the next section, we’ll chat about how you can adjust and optimize your landing pages for maximum conversions.