Your landing page could garner more conversions with a video. If you fail, then there is something wrong. Perhaps, your video is too long, could be that your video is not in the right place, and chances are, there is no CTA (call-to-action). Now, let us see why video is important in your landing page and the practices to make yours a success.
Ten years ago, the landing page video was nothing but a novelty. Today, we are all aware that it is something you need in your landing page to increase your conversion. To be exact, it increases your conversions by 80% and that is a big deal! So, why does it work? The answer is simple. A lot of people are lazy to read, and we are talking 60% here. It also helps them make a decision after. So now, let us find out the different practices to make excellent videos for your landing page.
The first key is to educate. Surely, when someone is in your landing page, that person is interested with your brand and your product. This is now your chance to educate your visitors. But hang in there, you have to make sure the contents is not fluffy or padded to the point of being repetitious. This will cause reduction in people signing in. You just got to deliver everything in less than a minute. Below are some tips for you:
- Say who you are.
- What you do and why you stand-out from the rest.
- Say that you are unique.
- And why you can help your reader solve the problem.
So, how do you say it in an interesting and creative way in a minute or even less than that? Now, that is the real challenge. If you can do that, congratulations!
Your video should have an understandable goal. Do not put all your goals. Stick to one clear goal and from there, plan the detail of your content. But first, consider what you want to achieve. Ask yourself, do you want your visitor click on the link? Purchase? Sign up? You’ve got to be specific.
Below are some goals:
- Purchase on the landing page.
- Click to another page for the form.
- Download an app, a tool, or incentive like downloadable content or a piece of digital, etc.
- Share to friends.
Your video should be highlighted. Put your video above the landing page that is visible even without scrolling. This is called the fold. When placed in the right place conversion will surely increase by at least 15%. To make it more inviting, why not use a lightbox? This is the type that when clicked to zoom, the product pops up larger but the page behind is dark. This has a track record of another 20% increase in the conversions.
Make a powerful CTA. Never make a good landing page with a video and not include a call-to-action because you are wasting a lot of effort. It just wouldn’t work. Write something like “Subscribe Now,” which gives the rise for immediacy. That directs them to a sale conversion.