You want leads, right? I mean that’s the name of the online game.
Every single business needs leads to generate sales and yours is no different.
Most businesses and entrepreneurs understand that simple landing pages can be an effective way to generate leads.
Did you know that by adding a video to your landing page, you can increase your conversions significantly?
Maybe you have a landing page and it isn’t performing as well as you hoped.
Or perhaps it’s doing decently but you want to see if you can boost those numbers higher.
It’s time to try video.
There are a lot of lead page options you can use and plenty of companies offer some pretty great templates.
A few to choose from are LeadPages, Unbounce and Optimize Press.
One thing all three of these have in common is an option for landing pages with video.
Do Lead Pages With Video Convert Better?
The following is a comparison of landing pages we did with a career college.
The college wanted to promote a particular course, Legal Nurse Consulting.
The college also had an Ebook guide to offer, so we created two pages.
One to offer the Guide about Legal Nurse Consulting as a free download and another page that has a video with information about the career.
Check out these two sites and see if you can guess which one garnered more leads:
Example 1:
Example 2:
If you guessed the site with the video, give yourself an A+.
That landing page outperformed the other more than five times over.
Both landing pages were getting traffic from Adwords.
But the site with the video converted on such a larger scale than the other ad for the Guide was turned off within the first month.
That campaign was launched about a year ago and it still brings in leads every single day.
How would you like to see subscriber numbers like this?
As of writing this post, that video has had 1,961 views and the number of leads from that page is 1,438.
Not bad right?
The Adwords conversion average was around 13%. If you do pay per click ads, you know that’s far above average.
Now I’m not saying that just by adding video to your landing page you’ll get these kinds of conversions but it can help.
Your Video Story
So why, why does video help with site conversions?
Good question. I should also preface this with the type of video that will also make a difference.
This particular video tells a story.
It targets nurses who are looking for something different but can still leverage their nursing credentials.
It explains what this career is, where they can work, what they will do, and the training that’s provided.
We’ll cover what to put in your video script in another post so stay tuned for that.
What Kind of Video Should You Use?
As far as how to make a video for your landing page, well there are a lot of options for that.
It really depends on your budget and your level of expertise when it comes to making videos.
We’ll be covering different ways to create video in a later post as well.
This particular video was created in After Effects and Premiere by our Media Director, Zoey.
He does some pretty awesome work and you can check out our client video examples here.
If you plan on investing a decent amount of marketing dollars to drive traffic to your landing page, then you really want a quality video.
A poorly produced video will reflect on your product or service.
There are times when you can use a less than stellar video (although you won’t need to after learning the tips and tricks we’ll show you).
But don’t use a poor-quality video on a page you are spending your money to drive traffic to.
You’ll want to decide if you want to actually learn how to produce a quality video or if you want to outsource that portion of your marketing campaign.
There are also plenty of template-style sites that you can use.
Some have a steeper learning curve than others. Some have some limitations as well.
What to Test in Your Landing Page Video
Here are a few things you’ll want to test with your landing page video:
- Length – Unless this is a video sales letter (and we’ll talk about that another time), you don’t really want a super-long video. If this is a landing page, use more bite-size content. You still need to get your message across but you can also supplement that with text on the page. The longer your video is the more time and expense it will take to produce. Test in the range of one to two-minute videos and see which performs better.
- Placement – Where you position the video on your page also makes a difference. It’s very important to check how your landing page looks on a mobile device as well. Don’t make the visitor scroll all the way down to see your video.
- Autoplay –This is a tricky one because you don’t know where your visitors are at when they are accessing your landing page. If they click the link to your site and then start hearing your video (and no telling what the volume is like) that could create a negative experience. Think about your audience. Or better yet, ask. You can also check on competitors’ landing pages and see what they are doing.
Must Haves with Your Landing Page Video
- Attention-getting – You need to grab their attention in the first few seconds. Make sure that you’re offering them value even before you add your logo intro. Start your video with a statement that tells them what goal you are going to help them achieve.
- Call to Action – Don’t waste the view without telling the viewer what you want them to do. Make sure you have a form, or link to a form, that the viewer can fill out.
- Music – I always recommend background music with videos. It’s a powerful branding tool and can evoke emotion. If there is no narration at all then you want the music tempo to match the subject matter of your video. If there is narration, then adjust the volume to the narrated portion of the video and you can increase at the end. If you really want to stand out, then put some effort into your scripting and your design. Go ahead and look at examples from your competitors and other organizations that also sell to your target demographic. It’s fine to draw inspiration from them.
If you see they are hosting their video on YouTube, go check out the views they have.
That can give you an indication of how well their video is performing.
If you’re not sure what their landing pages are, start doing some searches in Google to see what ads they may be running.
Chances are the ads are leading to a landing page.
If their landing pages don’t have a video, you can beat them to the punch!
We’ll be adding more information on how to get started with video in several different ways.
Sign up for our newsletter so you don’t miss the next post.
If you want assistance getting started with a video campaign right now, contact us for a consultation.
This article answers my questions perfectly. I just created my website (I’m an author) and I was considering creating a landing page video to generate more sales. I think this article is exactly the type of impetus I needed to take the leap. I’ve always known that videos lead to more conversions but I’m shy and I don’t know anything about video editing. I guess it’s time to hire a professional…Thanks for this informative and concise article. Look forward to reading more!
A video would be a great way to promote a book on a landing page too!
I just started learning more about landing pages. I have never had a landing page on any of my sites. After reading this article, I’m trying to think of ways that I can utilize a landing page on at least one of my sites. In the future I want to have a quick e-course and free e-book available for my photography page. Maybe that is where a landing page could come in handy. Thanks for this, another excellent post!
I’d test using a landing page for ads that you are running and send people just to one designated page. It would be best if it wasn’t your regular website (unless you are an ecommerce site). You’ll use that landing page without any additional navigation so all they have the option to do is take the desired action. If you want to use your website as a designated landing page, try to make sure there is only one call to action on that particular page.
From an outsiders perspective, I definitely think a landing page that includes a clean cut, professional looking video would stand out a lot more in my memory than the alternative. A video is a great way to provide need-to-know information in a format that is in total control of the business. Also, I’m huge on aesthetics so the design makes a HUGE difference to me. I can’t emphasize that enough. The more care you take to put into your site, the more effort I’ll take in looking at it.
Absolutely Jamie! I’ve seen landing pages that have really poor video too and it just makes me click away. But the ones that are well done, well let’s just say the end up with another subscriber on their list ;)
This is very useful to know. I definitely agree then a well designed and well placed video on a landing page will garner more success than one without. I also agree that the video should not play straight away when you get to the website because this is very annoying if you are just browsing because it feels like a pop up. I also think the call to action suggestion is excellent: if the video is good then people will want to get going straight away.