How to Build Video Landing Pages Guaranteed to Convert More Leads
People love video, and it’s more than just a highly effective tool to get someone’s eyes on your product, or website.
A few key stats to know about video:
- 81% of businesses use video as a marketing tool—up from 63% in 2019. (Hubspot)
- Mobile video consumption rises by 100% every year. (Insivia)
- By 2022, online videos will make up more than 82% of all consumer internet traffic—15 times higher than it was in 2017. (Cisco)
- 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
- YouTube is the second most popular website on the internet after Google. (Alexa)
- People watch more than 1 billion hours of video each day on YouTube. (YouTube)
- 59% of executives say they would rather watch a video than read text. (Wordstream)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
As we mentioned in our post about video scripts that convert: 85% of all internet users in the US watch video, it generates 66% more qualified leads, and it has the highest click-through rate of all forms of content.
So as you can see, the numbers don’t lie: video content is a massive part of how businesses conduct their marketing in this digital day and age, as well as a key tactic to cut through all of the noise online.
That’s why at Explainify we know video landing pages are extremely powerful tools for your marketing strategy. Below we’ll share tips and tricks about video landing pages, deconstruct some video landing page examples to show you what makes the best video landing pages, and set you up to make landing pages that will guarantee conversions.
What is a Video Landing Page
First and foremost, before we break down the details of how to best utilize a video landing page in your efforts to convert customers, we need to identify what exactly a video landing page is.
They are also known as “static pages”, “lead capture pages”, “destination pages”, or even “post-click pages.” The phrase “video landing page” can even be a bit of a misnomer as the content doesn’t necessarily have to be an entire webpage dedicated solely to a video, but include a video that’s part of a landing page with the purpose of trying directing the customer’s eye to a particular section or part of the landing page.
You can use your video content in many ways, and they will generally fall into one of these video landing page templates:
- Main Focus/Above-the-Fold: This may also be described as a “hero” landing page, referring to the top of the webpage where you would feature a header image, or your company/brand’s mission statement. This content will also always appear “above-the-fold”, meaning that it will be part of the content that shows first when the webpage loads and the user has not scrolled at all. Video content is a great way to bring a bit of life and dynamism to the header. This is often the main visual aspect of the page, so it should be striking and keep your viewer’s attention.
- Support/Below-the-Fold: This type of video landing page content happens “below-the-fold”, meaning unlike the example above, this content doesn’t load until after the user has already scrolled down the page at least a little bit. This type of content is great to help summarize a point or to really drive home strong marketing copy, rather than be the star of the show.
- Background Video: This type of video landing page template utilizes a marketing video that plays in the background, as part of the website itself to anchor key information and draws people’s eyes towards the most important parts of your website, like key text, shopping carts, etc. If you’re using a background video, it should be a bit more on the abstract aside, and either set a mood or act as a tool to direct customers rather than be a more straightforward video meant to actively sell customers on a product. Think of this as a way to help direct a customer’s eyes towards the most important information on your page.
- Lightbox/Pop-Up Video: Finally, this style of video landing page utilizes a pop-up window/lightbox-style window or a “theatre mode” presentation of a video after customers click on a thumbnail, text, link, or a button.
Why You Should Use a Video Landing Page
Now that you know the different types of video landing pages, logically the next question is “Why should I use video landing pages in my marketing campaigns?”
Simply scroll up a bit and you can see just how vital video content is to the overall make-up of the internet, and how people consume media in our increasingly online-focused world.
As we mentioned above, 81% of businesses are using video content as part of their marketing. That means if you’re part of the 19% that doesn’t, you’re left out in the proverbial cold—and potential consumers will look elsewhere. Plus, as we also mentioned, video content has a much higher retention rate. That means that other competing brands and products have that much better of a chance to win and keep the attention of their potential customers compared to you if you don’t use video.
As mobile consumption goes up, so does short-form video content. Our phones were made for that—just think about all the time you spend watching videos on Tik Tok, Instagram, and YouTube on your phone. As a marketer, you need to be on top of your game and take advantage of that fact.
That gives us two very good reasons for using video in our marketing:
First, not only do consumers expect and come to identify with video content from brands and companies, but it’s also just so ingrained in our culture and the way that people consume media and marketing as the world moves forward that to do anything but embrace it would set you back.
Second, practically every other brand is churning out mass amounts of video content as part of their overall marketing strategies, and you need to not only keep up with them, but do it better. You simply can’t compete if you’re relying on a marketing strategy that doesn’t feature video content, and specifically feature video landing pages to help structure a strong narrative around your digital marketing campaigns.
So, we’ve talked about what video landing pages actually are and we’ve touched on why they are such a vital component of a successful digital marketing strategy. Now, we’re going to get down to the nitty-gritty and explore not only what makes the best video landing pages so good and talk about some video landing page examples, but we’ll also provide some pointers on creating video landing page backgrounds and video landing pages for any website that’s guaranteed to lead to better conversion rates for your business.
How to Make Video Landing Pages that Convert
Before you really get into the details of making video landing pages you need to have a plan. Before even making an outline, you need to first address why you’re making a video landing page (or even possibly video landing pages if you need multiple types of content to fully execute your digital marketing strategy). If you can address the why, and get at the root of what you want to accomplish with your video landing page, then it becomes much easier to figure out which of the video landing page templates best suits your needs and, in turn, saves you a lot of unnecessary work in the actual production phase. A little bit of pre-planning goes a long way to make the whole process much, much smoother.
1. Figure Out What Your Video is Trying to Say
For example, are you trying to market an app, compared to a physical product? Those two approaches will look very different, and you’ll need different video landing page templates to complete the job.
If you focus your approach, your conversion rates can go up a staggering 266%.
2. Decide What Type of Video to Use
More often than not, you’ll want to use an explainer video in your marketing campaigns for your video landing pages because they’ve proven to be so effective at capturing a viewer’s attention in so little an amount of time. We’ll talk more about this shortly.
3. Sort Out the Technical Details
There’s a lot that goes into creating landing page videos. Everything from actually animating the videos, to recording voice-over for them, to editing them, to actually figuring out how to get them online, and on your website. Different websites and frameworks require different approaches. It might be as easy as just clicking a few buttons, or it might be as complicated as writing complicated code, and you need to figure this all out before you start to produce the video.
4. Produce the Video
So you’ve now figured out what type of video best fits your needs and worked out all of the technical details for creating the video and getting it up on your website.
The next step is actually making the video. This covers everything from writing and finalizing the script, animating the video, editing it, recording voice-over, and so on. It’s a labour-intensive process, but if you plan extensively, the process becomes much easier.
5. Wrap it up with a CTA
A CTA, or call-to-action, is a perfect way to wrap up a video, as it gets your potential customers actively involved, and encourages engagement. With an effective CTA, you’re not only ensuring a better chance at conversion, but you’re also encouraging those potential converted customers to become brand ambassadors, who will help get the message about your brand or product out to the world.
6. Embed the Video on Your Page
The final step is literally just putting the video up on your website, and ensuring that the coding is in line, so that when your page goes live everything works, and people can see the fruits of all of your hard work—and you can start converting those potential customers into guaranteed sales.
Why are Explainer Videos So Effective?
We mentioned explainer videos above, and how they can be extremely effective at converting customers.
So, let’s briefly explore just what makes explainer videos so effective, different types of explainer videos, and what their purposes are in relation to customer conversion.
Explainer videos work for the following reasons:
- They’re visually arresting, stimulating, and interesting to look at: They catch your attention immediately, and never let go of it.
- They’re the perfect marriage of bold, strong visuals, and bold strong words: The message is just as important as how it’s delivered, and a great explainer video knows how to utilize powerful words to get their point across—and do so with striking visuals.
- They’re short, to the point, and make an impact: Explainer videos don’t need to be overly-long, as their entire purpose is to get rid of all the fluff and boil down a brand or product to its bare essentials. Think of it as an “elevator pitch” in video form. People only have so much available time and attention, so you have to grab it, keep it, and let them move on before they get bored.
- Their potential for virality is huge: Because these videos are so often so visually impressive and relatively short, their chances to go viral are high. People don’t need a huge investment of their time and attention, and if you’ve done your job right, you’ve hooked them, and they need to share it.
Different Types of Explainer Videos
Different types of explainer videos have different uses throughout a digital marketing campaign. They also can often serve different purposes and therefore need different approaches, and maybe even separate webpages.
1. Brand Videos: Brand videos are, generally, the first part of a multi-part digital marketing campaign, and aren’t explicitly trying to sell a customer a product, or service. What brand videos are trying to do is establish a rapport with potential customers, and get them familiar with the brand. These types of explainer videos focus on explaining the narrative behind a brand, and what it is that sets a brand apart from its competitors.
Samsung “Do What You Can’t” Brand Video: What makes this brand video so effective is that it uses minimal animation, but does so very effectively, and uses plain, easy-to-understand language. Its message is simple, so it doesn’t need flashy animation. It just uses animation to enhance its real-world examples of the wide range of things Samsung does: it positions itself as a wide-reaching brand and company with a wide-ranging suite of products that dare to push the boundaries of technology.
2. Product Videos: Product videos focus on the actual products or services themselves after brand loyalty has already started to be established. These can include demonstrations of products, as well as highlighting what makes your product stand out against the competition.
Airtable “Welcome to Airtable” Product Video: Here’s a great example of a demonstration of a digital product/service that also acts as a brand video, as it introduces people to the brand as well. This works if your brand focuses solely on one product that shares the same name. What works so well about this product video is that it keeps things simple, and gives a live demonstration of the feature-rich options Airtable offers—all in an easy-to-follow, visually appealing way.
Spotify Product Video: This is another great product video that also acts as a brand video. We’ve stressed having a great script for videos, but, ironically, this video features no narrative at all. It works, though, because Spotify is a service focused on music, and highlighting music and accompanying it with strong visuals, great use of colour, and bold typeface does so much more than a voice-over could do. This video proves that you can experiment and it can certainly pay off.
3. PR Videos: PR Videos are great to address certain issues that customers may have, but they’re also great to help boost brand awareness and be part of a larger cultural conversation. These aren’t explicitly meant to sell products, but PR videos are fantastic ways to help humanize your brand, appeal to people, and get them to remember you in the long run.
“Microsoft Build: AI For Accessibility” PR Video: This video does not feature much animation, but the animation it uses is employed in a subtle but brilliant way. It features real-life footage to help humanize its points. It focuses on the incredible ways in which the company is working to help make the world more accessible for people. It then uses subtitles throughout the entire video to ensure that the video is also accessible to its viewers. What makes this video so great is simply that it appeals to a very real, human emotion: a longing for inclusion, and it’s heartwarming to see a company striving for good.
4. Sales Videos: Think of sales videos as an extension of product videos or brand videos. They are often one of the final parts of a digital marketing campaign. Sales videos are that one final push to really ensure that you convert.
Panorama9 Sales Video: What makes this video work is that it’s inventive, fun, and interesting to watch, while also being informative about what Panorama9 does. It smartly uses an animated mascot character for people to connect with, and it brings a bit of whimsy and fun to an otherwise boring, mundane topic. The video also features a call-to-action at the end to ensure that people follow through and convert.
Read our more in-depth guide on explainer videos that breaks down what makes them so effective and covers some vital parts of a good explainer video that are guaranteed to help convert.
Video Landing Pages: Next Steps
All of that said, it can be a lot of work and time to create landing page videos and explainer videos that you know will work. Even with a thorough guide like ours, you still have to go through the process of learning animation styles, writing and editing scripts, recording voice-overs, or hiring professional voice-over artists, as well as buying or renting equipment and software to pull it all off.
That’s why Explainify has your back. We’re always available to chat about what your goals are, and our incredible team of professional, experienced, award-winning explainer video creators can take the load off of your back, and create a video—or even a suite of videos—that’s guaranteed to convert. We’re happy to help with just part of the process or create a turnkey solution that ends with your perfect explainer video.
Get in touch today and we’ll be happy to work with you on creating a landing page video that converts.
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