How to use video create the perfect video landing page

Time to read: 2 min

Oct 1 2020

Video is fast becoming the most consumed digital medium, with more and more businesses adding video content to their websites.

And it’s worth it: videos on landing pages can lift conversion rates by 80%, while 90% of viewers say that seeing a video about a product is helpful in the decision process.

Let that sink in.

Usually, videos are embedded in a standalone player such as YouTube or Vimeo, but they can also be uploaded natively to a website. If you’re thinking about creating video content, ask yourself this: what’s the purpose of the video? Is it to entertain or humanise a brand? Or to simplify a complex business offering? Once the objectives are clear, decide on what type of videos you need to convey your message. Could you produce a long-form explainer video, a series of testimonial films or a promotional video? Before you go straight into production, consider our tips:

Create a series of videos for repurposing

While it’s tempting to outline your features, benefits, case studies and results all in one long-form video, consider making a series of shorter videos with clear and concise messaging. These can prove more impactful and can be used across your website. Alternatively, a short video can draw viewers in more effectively than images. Simplify this further with no captions/text, loop and set to autoplay. Sustainable energy company Atlantis does this beautifully with a video that fills the screen.

Know what kind of videos work for your sales funnel

For brand awareness, an explainer video can introduce prospects to your product or service. A testimonial video can work for the consideration stage, while offers and deals could be used as a great call to action. For SaaS businesses, explaining how your product works is the most efficient way to do your big pitch in under 90 seconds. But for those in the service sector, testimonial videos are helpful in swaying customers.

Invest in video professionals

Your landing page is your shopfront and first impressions count. Invest in a professionally made video – especially if you want animation and infographics. A video content agency can not only refine your script, storyboard and produce your video, but many offer video marketing services to ensure that your videos are effectively distributed.

Sprinkle your video with call to actions

Don’t just add call to actions at the end of a video. Use directional cues within your video to point viewers towards a call to action throughout.

Optimise, optimise, optimise

Be bold – place your video at the top of the page if you want it to be seen straight away. If you go for a background video, consider launching a video pop up. Finally, optimise your video so that it works seamlessly with mobile, tablets, smartphones and laptops.

Monitor your analytics

Installing Google Tag Manager can help you track your visitors’ actions on your site. When it comes to videos, the most popular embedded video players are YouTube. We embed videos from Vimeo on this site, and use Google Tag Manager to monitor video tracking. By creating ‘triggers’, you’re able to track video duration, watch time, percentage viewed and more. This helps with testing video placement on the site as well as whether your video creative and messaging is working.

If you’d like a free 1-on-1 video content audit for your website, get in touch with Skylark today on 0117 258 0011 or drop us an email at hello@skylarkmedia.co.uk

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Nina Postans

Nina is Marketing Manager and Video Marketing Consultant at Skylark Media. With a background in advertising and publishing, Nina has an interest in consumer and technological trends. She has written for Marketing Week, Fashion Monitor, Advertising Week and Creative Review.

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