Attention from the average internet user nowadays is a commodity and one of the hardest things to truly capture. Tough luck for landing pages. They are, in the context of a website, the salesman. The one that converts visitors into customers.
Yet, despite the aesthetics and the fancy words, capturing user attention seems to be getting more and more challenging as the days go by. With shrinking attention spans and increased competition, creativity is key.
Videos on landing pages have been shown to significantly increase conversion rates, and they have now been incorporated by numerous websites. Used correctly, they can deliver the same results for you. In this guide, we’ll explore how to use video on landing pages effectively.
Contents.
.svg)
What Makes Videos on Landing Pages So Effective
Before selling you the idea of videos on landing pages and sharing the "how," let's look at some facts and the "why." First, some numbers. HubSpot found that 30% of the top landing pages had videos on them, and these videos had the potential to increase conversion rates by up to 86%. Secondly, a study by Wyzowl showed that 96% of people have watched an explainer video to learn more about a product or service, and 84% say they've been convinced to make a purchase after watching a brand's video. Additionally, 89% of businesses use videos for marketing.
Impressive. But why does it work? It’s simple, really. It offers the most stimulus. Videos are immersive as they combine visuals, audio, and motion, which capture the attention of fleeting minds. Furthermore, videos often feature real people, which either humanizes the company (always a good thing) or adds authenticity, both of which capture attention.
How to Use Video on Landing Pages Effectively
Alright, let’s get to the meat of the issue. While yes, videos are effective at engaging your audience, if used incorrectly, they won’t get you the results you’re hoping for. Follow the steps below for positive results:
Place the Video Above the Fold
You want the video to be the very first thing visitors see, so placing it in the above-the-fold section makes the most sense. However, ensure that the video is set to autoplay and the sound is muted, so it can immediately draw users in and keep them engaged for a longer time.
Keep It Short and Focused
Attention spans are short, so your videos must be too. We all know how popular TikTok, Instagram Reels, and YouTube Shorts are. It’s best to follow their lead and aim for videos around 30-60 seconds. Nobody would be interested in watching a movie. For example, check out the video Slack has on its landing page. It’s short, concise, and explains how the product works in a few seconds. It’s a great example of a video on a landing page done right.
Use a Clear Call-to-Action (CTA)
Since the video is already short, it should be direct and impactful. It should have a CTA that clearly states the primary goal of your landing page, whether it’s having users sign up, make a purchase, or download a PDF—you get the point. Include a clear CTA within the video itself (e.g., "Click the button below to get started") and reinforce it with a visible CTA button on the page to make it double trouble.
Optimize for Mobile
Remember that half of web traffic, meaning half the population that uses the internet, does so via their smartphones. Ignoring them is a mistake. Ensure that your video is mobile-friendly, meaning it scales properly to smaller screens. And to repeat, keep the video on mute by default and give users the option to unmute it.
Read Also: Role of Mobile Optimization in Landing Page Performance
Test Autoplay vs. Click-to-Play
Autoplay can be effective for grabbing attention, but it can also annoy people. So, it is best to test both—autoplay and click-to-play—and see which option your audience likes better.
Optimize Video Load Speed
Slow websites have a higher bounce rate, and a slow-loading video will only contribute to it. So, compress your video files as best as you can without sacrificing quality, and use a reliable hosting platform for faster loading times.
Conclusion
Incorporating video on landing pages is a tried-and-tested way to increase engagement and deliver your message clearly and effectively to your audience. Video is the preferred medium of communication for most individuals. Follow the tips given in this blog and create a video that is short, relevant, interesting, and optimized for all devices (mobile, tablets, PCs). If you’re uncertain about how to go about it, consider reaching out to a digital marketing agency for assistance.
About the Author.
