Video can be an excellent way for you to increase your landing page conversions. With video, audiences see, hear and relate to your message. But don’t go out and start shooting just yet. Let’s first cover a few landing page best practices you should know in order to effectively use video on your landing page.
Landing Page Best Practices For Video
1. Short, but to the point
When a visitor gets on your landing page, you have just a few precious seconds to win them over. Video can increase conversion percentages, but making people watch a long video isn’t the answer.
As a landing page best practice, keep your video short and to the point. An optimal time is around 1 minute or shorter. Pay attention to drop off times on live videos in order to figure out how long your audience is willing to watch. Remember, we want to convert this visitor, not risk boring them by expecting them to watch an entire documentary on your product.
2. Humanize your company
Building trust is incredibly important for all brands. Getting consumers to give out information, such as their email address, requires earning that trust first.
When using video as part of landing page best practices, try to focus on the people behind your company. Make your visitor see there are real people that want to help them solve their problems.
Ways to get this type of video footage could include:
- Quick shots of the offices and employees
- Using an employee to speak for the video
One powerful way to use video is with testimonials. We trust the recommendations of others- even if we don’t know them. Seeing what a product or service did for someone else helps us understand what it can do for us.
Follow landing page best practices by keeping it short, to the point and focused on the results the customer experienced from your product or service. Try to get the customer- the actual user- so that the testimony feels more real.
4. Show how to use your product
Some of the most popular videos are “how-to,” explaining the process for accomplishing something. By demonstrating how your product or service solves your visitor’s problem, you have proof they can see and hear.
Try creating a series of videos, following landing page best practices, and A/B test them. When testing videos it’s important to see find ones not only hold visitor’s attention, but also leading to higher conversion rates.
5. Video Helps Conversions
Video is a great way to make your landing page more interactive and dynamic, and it certainly doesn’t hurt that they can help you convert more visitors. In order to get the conversion benefits though you need to follow landing page best practices by keeping things short, humanize, give testimonials and show them how to do something with your product. After all, no one is ready to watch a documentary or epic adventure about your company; not yet, anyways.
How do you use video with your landing pages? Do you see more conversions? Let us know by leaving a comment below!