8 Best Practices to Optimize Your Video Landing Page
February 19, 2017
There are a ton of benefits to having videos on your landing pages. For starters, videos are an easy type of content for your potential leads to consume (and retain), plus most people actually want a video to explain the product or service to them.
It’s important to note that videos are not the only thing you need to focus on when it comes to creating an optimized landing page that converts. There are many other variables to consider – such as having a unique selling point, contrasting CTA (call-to-action) button, clear copy, and more.
What are some video best practices for your landing page?
The simple headline: It’s easy to read and clearly states what you’re getting with their tools. The headline is also the value proposition on the landing page.
The length of the video: Ideally it should be under two minutes, and long enough to explain what you are offering, yet not too long to lose interest.
The trust factor: The landing page that has a phone number and the company’s logo (if you have one) at the top of the page is very important for trust factor. This vouches for your credibility as a real establishment.
Equally important is a slide of testimonials by industry leaders and a couple of awards next to the video. Having trust factors vouches for your legitimacy. The testimonials also detail what makes your product unique, which complements the value proposition. Trust factors like awards are great to have on your landing page, and they also differentiate you from your competitors.
A bigger call-to-action (CTA): When it comes to CTAs, they shouldn’t be missed. There’s no harm in doubling the “Sign Up” CTA button in size – it would actually improve conversions. Focus on the “request a demo” CTA. Then throw in the word “free” into the CTA. Free is a great value proposition that provides value for the customer without the association of risk.
Cut down the text: Too much text is not a good idea. Paragraphs are not ideal for landing pages. Information should be presented simply in an easy-to-consume format. Since they have to have a lot of information about the program, try a few lightboxes so potential leads don’t have to leave the page.
Eliminating the navigation bar at the top of the page: This serves as another distraction from the sales funnel. The visitor should be focusing on the “request a demo” CTA button, not the referral program or blog.
Creating more blank space on the page: Using blank space is a popular tactic used in landing page design. It’s used for focusing attention on important aspects of the page, such as the CTA.
Social share buttons: They’re always good to have, and it never hurts to have them on a landing page. It makes it easy for people to share on their social networks if they feel so inclined.
Additionally, when you’re ready to promote your video landing page to the world, social media marketing sites like 40Billion.com specialize in the promotion of content by broadcasting it to a large network of several million users across the most popular social networking sites for businesses – including Twitter, LinkedIn, 40Billion, and even Facebook. Innovative services like tweet ads and promoted company listings were created for entrepreneurs and content marketers to tap into a growing, active network online without spending thousands on pay-per-click ads or traditional advertising.
Conclusion: Hopefully these few pointers have taught you some things about optimizing your video landing pages for conversions. And if you don’t currently have a landing page with a video, try it out and see how it can improve your landing page conversions.