Why Should You Use a Video on a Landing Page?
A well-structured and optimized landing page could be the key to achieving digital success. Perhaps that is why 56% of paid search clicks are redirected to a company’s landing page instead of the homepage. Advertisers, therefore, are always looking for ways to attract users by improving their website’s landing pages. One of the most popular ways of doing so is by leveraging the power of videos.
Uploading a video on the landing page can improve conversion rates by conveying the company’s message quickly and efficiently. A well-crafted and concise video can do wonders in today’s fast-paced digital world, where a customer’s attention span is dwindling. Because of the ease of visual representation and fast, convenient communication, uploading videos on a landing page can be highly beneficial.
Benefits of Using Video Landing Pages
A video landing page contains relevant videos to convey the available information in a visually appealing format. A landing page video also makes the website appear more immersive and interactive. It allows businesses to showcase their products or services in action, providing a complete overview of how their offering can meet customers' needs.
There are many benefits of setting up a well-structured landing page with video. Let’s talk about some of them:
- Improved Engagement: Seeing videos on the first page that they visit may keep visitors engaged and reduce bounce rates.
- Higher Conversion Rates: Uploading engaging and attractive videos on the landing page can drive sales and increase conversions if leveraged properly.
- Improved Search Engine Optimization: Search Engine algorithms are known to prioritize web pages with optimized video content.
- Information Retention and Recognition: Auditory and textual content are relatively easy to forget. In contrast, video elements help potential clients remember important information and recognize your business later.
- Better User Experience: Videos simplify the process of disseminating complex information and help users understand complicated topics, improving their experience.
- Data Analytics: A video landing page allows website owners to track user behavior and preferences, encouraging data-driven improvements.
How to Create a Landing Page Video that Converts?
Creating a landing page with video alone will not solve all the problems. For it to work efficiently, you need to optimize the process.
To help you out, we have created a foolproof guide to using the best practices for creating the perfect video landing page.
Choose the Right Video
This goes without saying - the success of a landing page video depends on its relevance. Make sure that you understand the audience and the message that you want to convey before uploading any digital media on the website. Whether it is a product demo, customer testimonial, or a compelling visual story about your brand, the video should be reflective of your brand.
Place the Video Prominently on the Page
Just like keyword placement, positioning the video at a prominent spot on the landing page is crucial. Make sure that you put the video prominently above the fold. It should be visible to users without scrolling. The video should also be positioned at the focal point so that it is the first sight that greets the users when they visit your website.
Include a Call-to-Action
Videos alone will not be able to provide the results that you desire. For that, you will need to incorporate other elements. A clear and persuasive call-to-action (CTA) can help guide users on what to do next. For example, a product-based company can include a well-designed CTA button under the product demonstration video to encourage direct purchases.
Optimize Load Times
According to a research report, 47% of consumers expect a landing page to load in under 2 seconds. The response time could increase drastically when you upload a video on a web page. That is why fast-loading videos should be preferred. Ensure the video is optimized for use on the web through compression. Adjust the format and resolution to balance quality and loading speed as well.
Test and Optimize your Video
Never publish a video directly without testing it yourself. You can use A/B testing to experiment with varying video lengths, attractive thumbnails, and different CTAs to establish what is the best choice for your audience. This is reflected by a survey report that concluded that 70% of brands increased their landing page revenue by carrying out A/B tests.
Tips for Optimizing Video Landing Page
We have already mentioned the importance of optimizing your landing page video. But how do we accomplish that?
Thankfully, there are some handy tips that you can implement:
Choosing the Right Platform
Identifying and using the right video hosting platform is 50% of the job done. Gumlet is the most comprehensive video streaming provider for all video-related applications.
The platform allows users to manage the entire video pipeline for their businesses. In addition to seamless hosting, Gumlet enables website owners to manage and add videos to their landing pages. Other attractive features include web page customization, video optimization, and performance tracking for improved efforts.
With the right platform, therefore, you can make the job of optimizing landing page videos pretty easy.
Focus on Mobile Responsiveness
Nowadays, most users browse the internet on their smartphones and other mobile devices. As such, all the elements on your landing page must be optimized to be viewed and used on mobiles.
This involves ensuring that the video is compatible and available in the appropriate format to be used on various devices, as well as optimizing the landing page size for faster loading times and better user experience on mobile devices.
Thumbnail and Metadata
The thumbnail of the video should be eye-catching and somewhat indicative of what the video is about to attract the users. A catchier thumbnail can make viewers curious and encourage them to click and watch the whole video.
In addition to that, relevant keywords and descriptions should also be added. This is done to make the videos more indexable on the internet, allowing search engines to rank them better.
Loading Optimization
If your video is too large and compromises the loading and response time of the web page, you need to find a precise solution.
In such a situation, you can use lazy loading techniques to load the video only when the user scrolls.
This can partially improve the page's loading speed and prevent high bounce rates.
Our Take: Best Video Landing Page Examples
Based on the information we provided, you have all the theoretical knowledge you need to optimize your landing page with videos.
Now, it’s time to give you a practical representation of some of the best video landing pages online.
Best Visual Explainer Video - DynAdmic
Link: https://eu.dynadmic.com/
DynAdmic provides advertising and marketing services based on data-driven insights. Its landing page video provides a simple overview of what it offers - valuable information on what a customer is interested in and what products they buy from a particular brand.
While the concept is very simple, the video is presented in a manner that leaves clients without the need to read any further about the type of services they offer. The messaging is quite clear - we provided targeted marketing services.
Best Product Presentation and Branding Video - Rolex
When you visit the landing page of Rolex, it’s very easy to understand why it is one of the biggest brands in the world.
The landing page video is reflective of the kinds of products they present - luxurious, beautiful, and filled with global acclaim. Moreover, the video also establishes Rolex as an authoritative and luxury-filled brand.
The video overtakes the better part of the landing page, positioned and optimized perfectly to capture the audience’s attention.
Frequently Asked Questions (FAQs)
1. How can I measure the success of my video landing page?
You can measure the success of your video landing page by tracking key metrics like conversion rate, bounce rate, average time on page, and traffic source. Using a platform like Gumlet can help you access these key data insights.
2. What is the difference between a video landing page and a traditional landing page?
Video landing pages include video elements to capture attention and convert visitors. Traditional pages, on the other hand, only include textual and other types of content.
3. How do I add a video to my landing page?
You can add any video to your landing page using comprehensive video hosting solutions like Gumlet. They allow you to manage and embed different videos on your landing page quickly and conveniently.
