87% of online marketers are using video content. Are you?
There are a ton of benefits to having videos on your landing pages.
For starters, videos are an easy type of content for your potential leads to consume (and retain), plus most people actually want a video to explain the product or service to them. According to insivia, 90% of users say that seeing a video about a product is helpful in the decision process.
In this article I’ll give you an in depth critique of three landing pages that feature videos, giving you the things I like, and the things that could be done better.
Let’s get started!
What are some video best practices for my landing page?
Here are 6 best practices to remember when putting a video on your landing page:
- Keep the videos short – 1 minute is ideal
- Autoplay is discouraged
- Make sure the video is above the fold
- Keep the copy on the page to an absolute minimum
- Make the video engaging and current
- Use a high-quality video that’s easy to process
It’s important to note that videos are not the only thing you need to focus on when it comes to creating an optimized landing page that converts. There are many other variables to consider – such as having a unique selling point, contrasting CTA button, clear copy, and more. We’ll get into these factors below.
I’ll go over 3 landing page examples that feature videos and get into the details of what works and what needs improvement.
#1: Trapit’s product landing page with video
What I like:
The simple headline. It’s easy to read and clearly states what you’re getting with their tools. The headline is also the value proposition on this landing page.
The length of the video. It’s under two minutes, and is long enough to explain what they’re offering, yet not too long to lose interest.
The trust factors. There’s a company logo, a slide of testimonials by industry leaders a couple of awards next to the video. Having trust factors vouches for their legitimacy. The testimonials also detail what makes Trapit unique, which flatters their value proposition.
What I’d change or test:
The amount of trust factors. Trust factors like awards are great to have on your landing page, and they also differentiate you from your competitors. But they shouldn’t be the focus of your landing page. I would test removing the “webawards 2013” symbol as it contrasts too well with the page.
The video’s preview image. I would consider changing the image that appears before you click on the video, as it distracts from the CTA button on the landing page.
Eliminating the navigation bar at the top of the page. This serves as another distraction from the sales funnel. The visitor should be focusing on the “request a demo” CTA button, not the referral program or blog.
The call-to-actions. I would get rid of the “learn more” CTA buttons, and focus on the “request a demo” CTA. Then I would throw in the word “free” into the CTA, as it is mentioned in the form once you click the CTA but is nowhere on the initial landing page. Free is a great value proposition that provides value for the customer without the association of risk.
#2: Brighton College‘s social media program landing page with video
What I like:
The directional cue in the video. This is an important part of a landing page because a directional cue points visitors towards the focus. The video has an arrow pointing down to the form below it, which shows it has a clear course in the sales funnel.
The trust factors. This landing page has a phone number and the college’s logo at the top of the page. This vouches for their credibility as a real establishment.
The entry form. It has an appropriate amount of form fields for what they’re offering, and stands out well from the landing page without overwhelming it.
The benefit list. “Our unique advantage” details the benefits of their program. It’s broken up nicely into bullet points.
What I’d change or test:
Cut down the text. There’s too much text on this page, paragraphs are not ideal for landing pages. Information should be presented simply in an easy-to-consume format. Since they have to have a lot of information about the program, I would try a few lightboxes so potential leads don’t have to leave the page.
Change the call-to-action (CTA) button color. The CTAs would contrast well with the page if they were the color of the arrow in the video (red contrasts well with green). As a bonus, red creates a sense of urgency and actually accelerates our heart rates.
Creating more blank space on the page. Using blank space is a popular tactic used in landing page design. It’s used for focusing attention on important aspects of the page, such as the CTA.
Putting more emphasis on the benefit list. If it was a more focal part of the landing page, it would bring more attention to the college’s competitive advantages.
#3: Animoto’s product landing page with video
What I like:
The brief headline. The font is easy to read and the copy is succinct.
The video’s preview image. It says “learn more in 60 seconds.” Length is important in videos on landing pages. Let’s you know what you’re committing to in terms of time.
The blue call-to-action (CTA) button. It’s a good color because it contrasts well with the page. The word “free” just to the right of the button works as the value proposition.
Length of the page. It’s all above the fold, and this is a good length because they don’t need much on their landing page because of the video.
The minimal distractions. Phewph! There’s no navigation bar – a landing page best practice that’s often overlooked. The background is a bit busy, but this page has a clear direction – the blue “sign up” CTA button. People can see where they need to go next.
What I’d change or test:
A benefit list instead of all of the awards*.* They overwhelm the page. Instead of pointing out the benefits for the users, it focuses too heavily on “look at all the things we’ve won!” as opposed to what the potential lead will get out of using the service.
Social share buttons*.* They’re always good to have, and it never hurts to have them on a landing page. It makes it easy for people to share on their social networks if they feel so inclined.
A bigger call-to-action (CTA). When it comes to CTAs, they shouldn’t be missed. There’s no harm in doubling the “Sign Up” CTA button in size – my guess is that it would actually improve conversions by 5-10%.
An entry form. There is ample space on this page for a tasteful entry form. The “Sign Up” CTA button directs to a form with 5 form fields, and that would fit appropriately on the actual landing page itself.
Hopefully these landing page examples have taught you some things about optimizing your video landing pages for conversions. And if you don’t currently have a landing page with a video, try it out and see how it can improve your landing page conversions!
Use the best practices I’ve gone over above, and be sure to test the rest. You can’t be 100% sure what’s going to work and what’s not without testing it.
- Landing Pages: The Fundamentals and Conversion Principles
- 3 B2B Landing Page Examples Critiqued with Optimization Tips
- Optimizing Your Landing Page for Lead Generation
- Landing Pages: The Science Behind Designing for Conversions
- 25 Tips to Optimize Your Landing Page for Conversions
Have you had success with featuring videos on your landing pages? Or do you feel that videos just won’t work for your business? Feel free to share your story in the comments section below.
By Cara Tarbaj