Video touchdown pages are an efficient a part of advertising and marketing campaigns. After all, video is essentially the most partaking media on the market—and engagement is a key step on the client’s journey. But in case you’re going to add video to your campaigns, you may’t simply slap any video on any touchdown web page and name it a day. Here are 5 steps to making video touchdown pages that really work.
1. Put your video in context
Does your video align with the remainder of the content material in your touchdown web page? If not, you run the danger of complicated your viewers and turning them off. If your touchdown web page is informative and academic, don’t add a video that’s centered in your product. Take a video-first method in your marketing campaign planning—meaning you might have video in thoughts proper from the beginning, then construct your touchdown web page across the major message inside that video.
2. Make your video BIG
Have you observed how screens maintain getting larger? Our telephones, tablets, lounge TVs and even film theaters are all getting larger. Video calls for to be BIG, and the identical is true to your touchdown web page. Viewers love movies that fill the display—and the actual fact is, when it’s massive, they’re extra seemingly to click on “play.”
three. Put your video entrance and heart
Speaking of filling the display, your video ought to be entrance and heart when viewers arrive in your touchdown web page. Do you might have a hero banner on the prime of your web page? Maximize that prime actual property and make it a video. You’ll rapidly seize your guests’ consideration and maintain it.
four. Choose your thumbnail properly
There’s a hurdle to your viewers clicking “play” in your movies; they need to know if it’s value their time earlier than they begin watching. You want to inform them precisely what they’re getting proper off the bat, and a transparent, useful thumbnail is the way you do this. You may even add textual content so it’s tremendous apparent (instance: “Three tips to maximize SEO”). Having an individual in your thumbnail additionally entices viewers to click on “play.”
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5. Optimize your touchdown web page—together with the video
web optimization is usually neglected with video content material—but it surely shouldn’t be. Video Schema Markup helps search engines like google crawl your video content material and ship your pages to the correct viewers in search outcomes. Check out our submit on video web optimization to study the way it’s finished.
Video touchdown web page DON’Ts
We’ve gone over the issues you ought to be doing, however there are additionally a pair issues you need to keep away from when including movies to your touchdown pages.
When individuals go browsing, they need to be in charge of their expertise. When they land on a web page and a video begins enjoying instantly (particularly with sound on—yikes!), they’re understandably upset. Don’t set your movies to autoplay. Exception: If you’re driving individuals to your video touchdown web page from an electronic mail, autoplay is definitely a greater expertise. Your viewers have already clicked the thumbnail inside the electronic mail; they don’t need to click on once more.
Video lightboxes are pop-ups that take over your webpage. These are simply one other manner of taking management away out of your viewers; they’ll’t scroll away or take a look at any of your different touchdown web page content material whereas the video performs. Embed your video natively, inside the touchdown web page in order that your viewers can work together with it nevertheless they select.