Landing Page Video Best Practices
Videos are a wonderful way to explain your products, narrate your story and showcase client testimonials. What’s more, it plays a great role in increasing the time visitors spend on your landing page.
So, it can be safely assumed that using video on your landing page is a highly effective way to improve conversions. However, a lot depends on the quality of the video.
Here are some best practices to follow when creating landing page videos.
Short and Sweet
Online visitors have a short attention span – as low as 8 seconds if some reports are to be believed. Your landing page video should deliver a compelling message/solution quickly. If it takes too long to arrive at the point, your visitors may lose patience and bounce out.
Keep your video in the range of 45 to 90 seconds. The shorter, the better!
Be sure to convey a single message. The more crowded your communication, the more the confusion. So have clarity about the action you want visitors to take and jump right on it.
Choose the Perfect Thumbnail
Your video thumbnail plays a crucial role, just like the feature image on your landing page. So ensure, the thumbnail is enticing and highly relevant.
Even if your video is highly relevant and compelling, but the thumbnail isn’t enticing at all, your visitors’ won’t click on it.
Make sure the thumbnail draws your visitors’ attention instantly and urges them to click.
Educate, Educate, Educate
Your landing page video must inform your visitors. You educate them about your company, your products/services or about a particular offer or you could educate your visitor about how your offering can offer a solution to their problems.
No matter what you focus on, at the end of the day, your video should teach your visitors something about your business.
Your video shouldn’t just be focused around getting clicks. The focus should be on delivering value to your visitors for the time they’re taking to view your video. That experience will play a crucial role in whether they click or they don’t.
Include a CTA
Your landing page video must persuade visitors to take action. To that end, you must include a CTA (call to action) at the end of the video.
More importantly, the CTA button must match the CTA button of your landing page in terms of messaging.
Say, if your landing page offers a free trial, your video shouldn’t offer a free download. The offer should be the same for consistency. When there’s a message match, visitors are convinced. If there isn’t they’ll be confused, which can negatively impact your conversion.
A landing page video is a wonderful way to engage your visitors and improve your conversions significantly. In fact, it’s a great way to add some voice and personality to your landing page.
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