Don’t think we’re trying to tell you that if you don’t do XYZ, your video isn’t everything. However, it is important that you understand that there are wrong ways to use media – especially on landing pages.
Think like throwing a party.
You can’t just throw down some garden chairs and put a bag of chips on the tables. These are your potential customers and guests. Let’s try to put together a great event to force visitors to hike.
Basically, this post is going to teach you how to use video on landing pages. In the meantime, here are some tips to help you avoid common pitfalls.
A great video landing page has three main elements.
Platform (hosting method): The location of your party
Landing Page: Decoration
Video: ball ballet
We’ll entertain you on your next page with all the details that you want to use to increase your conversion rate.
One factor: the platform
This is the party you hope for. If you want to (or already have) a professional video on the landing page, you will need something suitable to host it.
Remember, the video is eye-catching. You can’t get out of a fish roast like Oscar, can you?
Fortunately, you don’t have to drive around town to find the right place for everyone. You really only have two options.
Landing Page Builder: There are gold standard leads and bonuses, but there are many more options. Here is a link to a list of the seven best people on CrazyEgg.
The whole page is very well done and when watching the video it seems that it was made specifically for this landing page.
Both were brought in unhindered.
The video quickly shows visitors why they are viewing it, what the purpose of the video (an event) is, and why viewers want to participate/learn more about the program.
After watching the video, some compelling documentation and a button to invoke actions – which is a bit blurry on most desktops. However, further copies and social evidence have become indispensable.
Enough to justify the side by focusing on changing participants.
Here’s not how to do it: Again, don’t think of it as a page on your website. Don’t put menus at the top, don’t distract them with social icons. They are only there for one purpose – to tell you “yes” or “no”.
Element three: video
This is not a video landing page without images moving around the screen. The short video you have is definitely a hair’s breadth.
As you can imagine, this ballet has to dance with other elements, but this is definitely why people come and – when done right – stay. We will spend most of the time here.
Let’s make sure we put them on well enough to draw attention to these clues.
It speaks not only for the video but for everything the viewer sees. The ad they put should look like a page and a video. The video should be a similar color (if necessary) and speak exactly what the ad is predicting.
If visitors don’t know this is the video they’re coming in, make sure they get there within seconds of starting.
Make sure they know what you’re getting off the bat.
Your video should be made for them to do something. One thing, not a bunch of stuff. Call-to-action should be layered into the elements on the page (more on that then).
Everything in the video should be compelling and push the viewer to understand the important point. See your visit as an opportunity for a lift seat.
Tell them exactly what you want to hear and how you want to react in about 60 seconds.
Focus Tip: Messaging should be specific enough to speak to each visitor, but not fast enough to pick someone up, but your “ideal prospects”.
“We’re in the real estate business, not the hamburger business,” said the founder of McDonald’s (Ray Crook).
Likewise, we consider ourselves storytellers before explaining video artists.
Storytelling is the best way to make people feel good and make decisions in a very short amount of time. Think about it, you can read a blog post about landing pages and get some great tips without feeling too good.
Watch a Pixar short film without feeling anything.
Bonus Resources: We’ve written a lot about storytelling. Try here and here.
Video content should be good and look good, but so should video and players. There are many websites that have only one video embedded. However, if you want to stand out from the crowd, try these tips.
Draw or Select Thumbnail: The picture everyone sees before playing. Even if the video plays automatically, it helps to start the story that you are going to tell it about.
Placement and Seasoning: Make sure the video is fully visible when the page loads. It needs to be folded in front of and over the middle. Make sure it’s balanced and responsive.
Video Players: Everyone knows YouTube is the biggest video hosting site, but other players (like Visita) give you more options and are better for business.