Landing pages are a proven strategy for attracting customers and boosting sales. The best landing pages are simple, visually attractive and laser-focused on one goal—getting the user to act. This action could be buying a product, filling in a request form or subscribing to your newsletter. In this article, we’ll look at how video can form the centrepiece of your landing page, delivering information and the motivation to act.
Video as a Sales Funnel
The power of video to deliver results to your landing page begins even before the landing page itself. Using very short (10-15 sec) video teasers on your social media channels and digital ads, you are more likely to engage viewers and motivate them to click through to your landing page. The key is creating a clip that provides a compelling reason to click through. This could be a special discount, a free offer or the promise of genuinely useful information. Needless to say, you need to follow through on your landing page with whatever you offer, or you risk turning off a potential customer.
Design your Page around your Video
Good design is the key to using video successfully on your landing page. Here are some recommendations when creating a video-based landing page:
• Position the video above the fold, so the user doesn’t need to scroll.
• Keep the video short (30-60 seconds)
• Create a thumbnail image that is attractive, relevant and enticing.
• Include a graphic that encourages the user to play the video
It can be tempting to provide a full explanation of your product or service in this video, but most viewers are unlikely to watch a longer video in full. A short clip offers enough information for the viewer to take the sales process further, without taking up too much of their time.
Sometimes it’s not immediately apparent to users that an image on your page is actually a thumbnail for a video, so you need a graphic device that effectively says “This is a video – please press play!”. This element could be a play button on the thumbnail itself or a simple animated play icon next to the video.
Minimise Landing Page Clutter
Landing pages are not like a regular website; they have a single purpose. You can remove a lot of the traditional website elements and focus on delivering your key message through the video. It’s still essential to have supporting text that is optimised for SEO, and a well-crafted video description. This description should be front-loaded with keywords and explain the gist of the video in the first sentence. Once viewers have watched your short video, allow them to act with a call-to-action button.
Improve your Sales with High-Quality Video
While the techniques we’ve described all contribute to a better marketing outcome, your landing page video needs to deliver in terms of content and quality. A poor quality video could discourage potential customers and undo all the work you’ve put into your landing page. Offing Media are a video production house based in Singapore with many years of experience in corporate video production. We can help you craft a video message that is professionally produced and consistent with your brand. Get in touch with us for advice and a free, no-obligation quote.