5 Rules and Examples for Using Video on Landing Pages


February 26, 2016

Bending and stretching is nice. Not simply for your physique (who doesn’t need a Jennifer Aniston-like yoga-toned physique?!), however for your inventive and efficient advertising efforts. Here’s what I imply: You know that video is an extremely partaking and changing medium. You use it on your web site, marketing campaign emails, and you most likely understand it’s nice for touchdown pages too; in any case, video on touchdown pages can enhance conversion by over 80%! And in fact there are tips and finest practices, like placing the video above the fold, maintaining your video brief, selecting a fascinating thumbnail, and in fact, together with a CTA within the video to drive conversion (for particulars and extra finest practices, take a look at this submit). But generally, guidelines are supposed to be, properly, bent. That’s how one can get a recent perspective, and give your viewers a recent expertise.

Want to see what I imply? Let’s take a look at a couple of completely different examples to assist encourage you.

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Example 1: Use a superb thumbnail…however what’s a superb thumbnail?

As I’ve mentioned earlier than, movies need to be tempting sufficient to be clicked on, so a thumbnail is your first huge step to partaking and changing your viewers. What do you consider while you consider a thumbnail? A static picture out of your video with a giant play button overlaid (should you go this route, don’t neglect to A/B check your thumbnails to see which picture works finest together with your viewers)? A thumbnail doesn’t need to be what you’ll count on.

Check out this inventive touchdown web page—the ‘thumbnail’ is a looping video that instantly helps have interaction your viewers and attracts them into the story.

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Example 2: Put a video above the fold…however nobody mentioned there couldn’t be extra movies beneath the fold!

You know your most partaking content material needs to be positioned above the fold of your touchdown web page. Typically meaning your video needs to be entrance and heart, tempting folks to click on, be engaged, and convert. It’s additionally true that touchdown pages are usually meant for easy messaging and easy design so that you don’t overwhelm your viewers or confuse them. But that doesn’t imply which you can have just one video on a touchdown web page! Yes, it’s best to have one “hero” video consisting of your most vital message, however you may additional the expertise and deepen the understanding of your message by offering much more movies all through the remainder of the web page.

Want to see what I imply? Check out this web page for Saleforce’s Dreamforce convention. The hero ‘highlights’ video offers the viewer a style of every part the convention has to supply, and as soon as the viewer is enticed by the content material and within the convention, they will additional discover extra video beneath that provides a deeper look into previous convention classes.

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Example three: Keep your video meaty sufficient to be precious for your entire viewers…however particular sufficient to be precious for one viewer

Is your face like “Whaaa??” proper now? Let me clarify. No one likes losing even a couple of minutes of their day on filler content material that doesn’t train them something or make their day higher or simpler. So it’s vital to ensure your video’s content material is meaty sufficient to again up, clarify, or give extra element about your touchdown web page’s key message. You need to ensure that it’s helpful sufficient content material for everybody who lands on the web page.

But what else it might be? The video on your touchdown web page might be directed to at least one viewer solely. Take a take a look at this occasion touchdown web page video to see what I imply. Is there a extra partaking expertise than that? Personalized Video is a surprising approach to construct belief, improve your credibility, and extra simply convert your viewer as a result of they really feel such as you’re speaking on to them and nobody else.

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Example four: Video is a strong expertise—but it surely doesn’t have to be a standalone expertise

Okay so by now you may be completely bought that video is the best way to go for each message, each viewers, each content material kind, and so forth, and so forth. Good for you for embracing video…however that doesn’t imply it needs to be the solely expertise your viewers will get. Some may need to learn a bit, some may need to watch video, and some may love to do each. Keep that in thoughts while you’re creating your touchdown pages. This approach you may provide an expertise that appeals to all types of audiences. For instance, in case your video consists of important data, put that data in textual content format close by on the web page as properly. Or, in case your video is just meant to be a inventive and enjoyable approach to introduce your content material, it’s best to nonetheless ensure that the idea or theme of the video is carried persistently all through the textual content on the web page.

Want to see what I imply? Well with this touchdown web page, if the textual content didn’t embody a tie-in to the inventive idea, then the background video would really feel very random and misplaced—web page guests may marvel why somebody is crying within the looping video.

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Now, in this instance, the textual content is tied proper into the video, so you may hearken to it, benefit from the movement, really feel swept away within the story, and additionally learn alongside!

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Example 5: Size your video so it will get observed…however that doesn’t imply it has to scream and demand consideration

If you’re going to make use of video on a touchdown web page, you most likely need it it stand out and get observed. But that doesn’t imply each video on the web page ought to refill the entire display screen, and drown out all different content material. Size every video appropriately for the worth it gives the viewers.

Want to know what I imply? Look at this touchdown web page for Viewtopia®, the video advertising summit. The web page gives guests a style of what the summit is all about. The first video on the web page auto-played as the ‘hero’ at the highest of the web page, basically meant to draw consideration to the place we would like viewers to focus. The easy ‘video’ consists solely of a brightly, many-colored dice shifting to offer an impression of various views on one form (is it actually a dice? Or a rectangle? Or…?). The video’s objective was to level guests’ eyes to the hero call-to-action: to observe the recorded classes from the 2016’s unbelievable summit. 

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And for those that need to know extra in regards to the occasion, they will scroll down the web page, take a look at the textual content copy within the“About” part, and then, in the event that they need to expertise much more, they will view the smaller, subtler video within the About part that was created to assist construct the model and construct pleasure for Viewtopia®.

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Feeling flexible now? Hopefully these examples will encourage you to make use of video on your individual touchdown pages in inventive and new twists on tried-and-true requirements. Your audiences already love video, and they’ll love the recent expertise you may provide! (Still desirous to bend one thing? There’s most likely a yoga class about to begin close by…)

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Emily Ross

Emily Ross

Emily was beforehand the Brand and Creative Manager at Vidyard. Today, she’s a UI author at Intel. Emily loves creating fascinating and distinctive content material oh, and meals…if you have not already observed, she loves meals.



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