Chocolate’s delicious. Peanut butter’s great. But peanut butter and chocolate together? Amazing. Sometimes, taking two things that are already pretty terrific on their own and combining them creates something that’s even better. Now, they might not be delicious, but we’ve already talked about the benefits of landing pages and the power of video marketing. But what happens when you combine the two? Well, if you do it correctly, you can get more leads — which means more sales.
Web users who wind up on your landing page are already interested in your product or service — after all, a search led them to it. A video is a powerful way to get them to stay on your landing page to actually get your message (and follow through on your call to action, whether it’s filling out a form or giving you a phone call). In fact, video has been shown to increase the conversion rate of landing pages by 80%. What makes video so powerful? Images engage the emotional centers of the brain (a powerful factor in purchasing decisions), and videos are able to do this in a compelling way. A testimonial video from a satisfied customer, for example, vouches for your trustworthiness and allows you to show that your business is great — potential clients don’t have to just take your word for it. Video also allows you to communicate a complex idea without having to make people read. It all leads to visitors staying on your landing page longer and getting your marketing message, which overall make your brand, product, or service more memorable.
How do video landing pages work? They’re extremely similar to your usual landing page, but instead of an image or infographic, you’ve got an embedded video. (Yes, you definitely want to embed — automatically loading a full-screen video is a surefire way to make users hit the “back” button on their browsers.) The video itself should quickly and clearly tell a story that ties into the action your want the user to take, whether that’s making a purchase, contacting you for more information, or downloading a PDF. Putting the video itself right next to the call to action — usually to the left of it — also makes clear what should come next. You don’t want to make the video so large that you bury your CTA; a good landing page should be focused and specific, so your visitor shouldn’t need to scroll around.
One other perk of video landing pages: In addition to the info you can get about visitors to a regular landing page (how many, how long they stayed, etc.), now you can get even more data on how they engaged with your content. You can track the number of plays your video gets, how long visitors played the video for, how many visitors watched it all the way through, and so on. If visitors are consistently clicking away at a certain point in your video, use that as a tool to help evaluate what’s going on. Is the video too long? Is it boring? Is it confusing? Any landing page is a work in progress, and keeping track of the analytics can help you tweak the video as well as the page to improve your conversions.
With that said, video landing pages aren’t for everyone. For a video landing page to work, you need a compelling, professional video. Even if the video itself isn’t amazing, professional editing is critical to make sure that you get your pitch right. You need to make sure that viewers are hooked right away — an intro that’s too vague or too long is a recipe for a high bounce rate. You also need to make sure you go out with a bang. If you’ve gotten a prospect to watch your entire video, your call to action needs to be powerful and clear to make sure they take that next step.
Curious about what video landing pages look like, and whether they could help you generate more leads and close more sales? Higher Power SEO offers professional video editing as well as landing page design, so we can help you with every step in the process. Call us today at 760-881-4736, or contact us online!