Joydeep Bhattacharya — August 8, 2018 The vast number of websites littering the Internet has spoiled people, and they’re prone to making faster judgment calls than before.
“Don’t like what you see on this website? Try a different one” – that’s become the common mindset, and it leaves you with very little time to impress your visitors. The task might seem difficult, but it’s not impossible.
Successful landing pages have some common traits that ensure conversion. Videos are one of them. A video is a mode of passive engagement; it allows you to convey messages to your visitors with minimal effort.
Why Is Landing Page Video Important?
More and more consumers are turning to videos for solutions, and they account for a major chunk of conversion opportunities. This trend is more pronounced in case of landing pages. However, simply throwing a landing page video together on a whim won’t yield the kind of results you want. You need to put some thought into the kind of content you’re sharing with your target audience.
Landing page videos generally have a small runtime, and they provide select information about your products and services. Rather than let your visitors read about it – no matter how interesting the copy, you prefer to show them instead, using this medium to make the content more engaging. These videos are either live action or animated. Both varieties generate positive results when utilized in the right way. Moreover, it also helps to reduce the bounce rate of your site.
How to Create The Perfect Landing Page Video?
Landing page videos can improve the trust factor of your website, its credibility, and provide a brief understanding of the content – all in one fell swoop. Follow the below essentials to craft a perfect landing page video.
1- Determine the Outcome
When you’re creating a landing page video, you need to consider the intended target of your content. Be sure of what you want your content to achieve. This step must be carried out before the development of your video script so that you can figure out how the target audience will react once they watch your video.
The best approach is to understand what your customers want and show them how to achieve the same. Add a certain clarity to the purpose behind your video, both regarding visuals and script. You need to involve the viewer and make them believe you. Once your video’s got their undivided attention, conversion becomes easier with a simple call to action at the end.
2- Craft the Perfect Story
Unless you’ve been living under a rock, you should know how top brands push their stories more than their products. Brands have begun to construct visual masterpieces on broad themes, like community and happiness. They post these videos online to elicit a positive emotional response from the viewer in the form of laughter and excitement. The next time the consumer sees your products or services, your storytelling will jumpstart these same emotions that result in action. Salesforce, one of the world’s top marketing suite presents a powerful story for its audiences on their landing pages. The story provides a history of Salesforce helping companies and the people behind them grow. This is why during the planning stages for the video, you must identify the feeling you want your target consumers to remember, and then work on how best to integrate moments in your story that will generate such an emotional response.
3- Always Make Your Video the Star of Your Landing Page
If you’re in the process of embedding the finalized video in the landing page of your website, you should consider the overall visual impact. It’s best to have a dedicated campaign landing page to realize the full potential of your video story. You are always free to use text-based assets and social components, but your video should be given utmost priority. Asana, the project management suite
Always ensure that the video remains front and center in the landing page and that the CTA is clear enough for everybody to understand. It is important that the CTA exist outside the video player so that even if the visitor wasn’t able to watch till the end, they still have the choice to take action.
4- Monitor Important Statistics
Do you think your work’s done as soon as the video is uploaded to the landing page? Think again! Once you’re able to connect your video to your specific goals, you need to keep track of analytics. This is a vital step to determine your performance. Check how long your viewers spend on the landing page and the video click-through rate. How many of them stay till the very end? Some of the important statistics that require your undivided attention include:
- The average time a user spends on your dedicated website landing page.
- Click-through rate on your landing page.
- The attention span rate of your video. This means calculating what percentage of your visitors take the time to watch the whole video, and how many drops off earlier.
- The number of visitors who follow through with the video’s call to action.
Final Thoughts
If you ever think that your video’s not working as well as it should be, feel free to reshoot or edit it as per your discretion and then add it to your landing page. Every so often it happens that a video you think is finished has the chance for improvement. Increasing the efficiency of your video landing page is a skill you’ll develop over time. All you need to aim for is to provide the customer with a simple but memorable user experience that makes it a no-brainer for them to hit the “play” button. Focus on telling a good story that wins them over, and present them with a solid call to action. Nothing else prevents you from closing the deal. Not only will this tell customers who you are and what you do, but it will also tell them how you do it, adding to your credibility and understanding. In the end, your video can convince them that you’re the best choice available to them.
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