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 Marketing
Share:

How to Use Video on

Landing Pages to
Delight and Convert
Customers
 June 4, 2020

1 Comment

Topic tags

● Advertising

● Content Strategy

● CRO

Meisha Bochicchio
Marketing

Imagine a world where 100% of your landing page visitors are instantly

enchanted by your company, product, or service and are immediately

inspired to take action. Wouldn’t that be magical?

While we can’t quite guarantee that level of performance, we can

recommend one simple addition that can help lift your landing page

conversion rates: video.

The average landing page conversion rate across the board is only 3%
- 5.5% depending on industry… ooof. Adding video as a page element

can be a great addition to quickly capture attention, deliver a clear

message, and encourage visitors to take action — thus increasing the

conversion rate.

The best part? You likely already have great marketing videos that you

showcase on your website and throughout other digital touchpoints.

Landing pages are another natural place to repurpose your existing

library of video assets to support and nurture customers. And even if

you don’t have any videos yet, we’ve got plenty of resources to help

get you started.

What is a “landing page”?

Before we dive in, let’s get on the same page about what we mean with

a “landing page.”

Our friends over at Unbounce have this to say:

“In digital marketing, a landing page is a standalone web

page, created specifically for a marketing or
advertising campaign. It’s where a visitor ‘lands’ after
they click on a link in an email, or ads from Google,
 Bing, YouTube, Facebook, Instagram, Twitter, or
similar places on the web.”

While any page can technically be a landing page, these

conversion-focused web destinations are designed to encourage a

visitor to take action and typically feature a stripped-down or absent

navigation, few — if any — links to other pages, minimal distractions,

and a crystal clear call to action.

Additionally, these pages are standalone, so they aren’t typically linked

to internally via other pages and may not even be accessible via web

searches.

Simply put, landing pages are built with one goal in mind: getting a

page visitor to take action.

Making the case for video on landing

pages
Most online researchers and shoppers are skimmers — they want to

quickly and efficiently gather the information they’re looking for to

make a decision.

Video allows you to effectively communicate your message and unique

value proposition without making visitors sift through written text.

Video can also create an emotional connection with visitors and make

complex products or services more accessible and easy to digest.

That all sounds great in theory — but don’t just take our word for it.

Let’s dig into some data!

According to Wyzowl, a video design agency, 96% of people say

they’ve watched an explainer video to learn more about a product or

service, and 79% of people say a brand’s video has convinced them to

buy a piece of software or app.

This aligns with the 68% of people say they’d most prefer to learn

about a new product or service by watching a short video — which

came out ahead of other learning tools like text-based articles (15%),

infographics (4%), presentations (4%), and ebooks (3%).

“68% of people say they’d most

prefer to learn about a new
product or service by watching a
 short video.”
Give online shoppers what they want — a concise, informative, and

perhaps even entertaining brand experience through video.

Best videos for landing pages

Sure, this all sounds great, but what types of videos actually work best

for driving conversions?

Well, that depends on your business and your goal. A landing page for

a food delivery service will likely look very different than a landing

page for an enterprise software solution.

Here at Wistia, we typically align our videos with the four phases of the

marketing funnel.

Where specific videos fit into the funnel is different for everyone — but

broadly speaking, a company overview or product demo will likely be a

better fit for visitors that are new to your brand and marketing funnel.

A case study or testimonial video, on the other hand, is likely a better

fit for remarketing or nurture campaigns.

Here are a few of our favorite examples of videos on landing pages.

Company intro or overview

PlanSource, a benefits administration software solution, uses video on

their top-of-funnel landing pages to provide a high-level overview of

the company, common industry pain points, and how their product

uniquely alleviates these concerns.

0:08

0:06

This video does a great job of clarifying the problem and clearly

communicating their solution in a complex industry.

Product demo

For large companies with a full suite of products and services, breaking

landing pages down into granular campaigns and touch points is a

great way to simplify the shopping experience. Salesforce does this

with specific product demos that service as a teaser on their “get in

touch” landing pages.

In addition to hyper-targeted demos and landing pages, Salesforce

also hosts the full demo library on their main product page for

top-of-funnel traffic.

Customer success or testimonial

Social proof is a powerful behavioral economics tool to help build trust

with prospects. In other words, it’s the “don’t take our word for it”

approach. Add this subtle but important element to your landing pages

with customer testimonial videos to give consumers confidence when

making a decision.
 0:05

TouchBistro, a restaurant point of sale solution, places customer

testimonials front and center on their campaign landing pages to

showcase customer success and instill confidence in their solution.

Deal or discount

When Unbounce updated their pricing and eliminated their free plan

option, they knew they wanted to take a very unconventional approach

to communicating the change to their existing client base. The goal

was to minimize churn and showcase the value of staying on board

with a paid plan. They did this through a large-scale communications

campaigns with video at the center of the operation.

 1:50

The entire campaign was a much larger undertaking, but video played

a very large role in tying everything together and delivering a clear,

compelling offer. And in the end, this video campaign resulted in

$660,000 in annual recurring revenue with a 1,000% lift in annual plans

(2% to 22%).

Get Inspired
Intrigued? Watch the full webinar to see how Unbounce blew
their price increase campaign out of the water by using
personalized landing pages and fun, engaging videos.

Explainer video

As the name suggests, explainer videos tell viewers what they need to

know about your product or offer in a short, easy-to-digest format.

They typically focus on a specific problem or pain point and how the

company uniquely addresses these concerns.

 2:38
This example from DemoDuck, a video production firm, is a bit longer

of a format — but it worked! The video increased the contact form

conversion rate by 64%.

Bonus: Get creative

Don’t forget, video can be a great way to showcase your brand

personality in fun and creative ways. If you’ve ever contacted us for a

quote, you’ve seen this first-hand with a video we use on our contact

confirmation page.
 1:37

Why take the extra step of adding a video post-conversion? Two

words: surprise and delight. We’ve received tons of great feedback

since launching the video. People love it, and it leaves a lasting first

impression that keeps Wistia top-of-mind.

Video best practices for landing

pages
There are several approaches you can take when it comes to adding

video to your landing page strategy; some videos make a great

candidate to steal the show with a prominent feature, while others

work best in the background with persuasive copy to serve as on-page

support.

Here are a few best practices for using video on landing pages.

Use an enticing thumbnail

A thumbnail can make or break your video play rate, and you better

believe we’ve tested it. A fun, friendly thumbnail that features a person
typically sees a much higher engagement rate than a brand logo or

presentation preview.

Opt for inline embed

Though a popover embed is a great way to grab attention, we typically

recommend using an inline embed to not overwhelm page visitors.

Being too aggressive upfront could scare visitors off the page and

cause them to bounce before even considering your offer.

Align video with page content

Consistency is key when adding any media to a page. Make sure the

video is closely tied with the overall message or offer on the landing

page and that it fits in with surrounding copy and design elements.

Keep it short

While there’s no hard and fast rule for the exact length a video should

be on a landing page, err on the side of brevity. We recommend about

30 seconds for an offer, 60 seconds for an explainer, and no more than

90 seconds for a testimonial or overview.

Keep video content above the fold

Do you want people to see and engage with your video? If so, keeping

it “above the fold” is the best way to ensure it gets the attention it

deserves. How big of a difference can video placement make? We

asked this same question and discovered that videos above the fold

received up to 50% more engagement!

Make sure the video is optimized for viewing

Having a page that immediately loads all elements without any delays

is crucial for maintaining a great user experience, which is one way

professional video hosting can step in and help. Keeping your video

short will help, as will using professional video hosting. A good

rule-of-thumb is to keep your landing page load time under two

seconds. Check out this free tool from Google to test your page speed.

Don’t use autoplay

This best practice isn’t exclusive to landing pages; auto-playing videos

aren’t considered accessible and they generally don’t provide a great

user experience. Don’t force visitors to interact with a video — this

could scare them away. Instead, let them engage on their own terms.

(Psst — if you are an auto-play enthusiast, consider using muted

auto-play instead.)

Include a call to action

What do you want people to do after viewing your video? Likely, the

answer is to fill out a form on the page. So why not all this out

specifically in the video? Or, better yet, use the video as a way to

capture leads. You can also play around with custom videos that

physically point to the form on the page as a way to draw attention.

A/B test

When in doubt, test it out. We highly recommend A/B testing your

videos everywhere, landing pages included. What can you test? Well,

you can test different videos, calls-to-action, video thumbnails, and

much more.

Getting started with video

If you’re new to video and the thought of getting started is a bit

daunting — fret not, we’re here to help.

● Check out our Beginner’s Guide to Video Production, which covers

everything from essential video gear and how to look good on

camera to basic video editing and more.

 ● For inspiration, check out this recap of 15 videos every business

can use and our recommendations for the first three videos every

business should make.

● Finally, once you’re ready to level up your video skills, dive into our

complete Video Marketing Guide for tips and tricks on how to build

and optimize a full video marketing strategy.

The Wistia Guide to Video Marketing

From building a comprehensive strategy, to getting the most out of

your video content, start marketing your videos today!

Let’s go →

Marketing

June 4, 2020

1 Comment

Topic tags

● Advertising

● Content Strategy

● CRO

●
●

Meisha Bochicchio
Marketing

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