When planning an online marketing campaign, you may want to create a video landing page. Landing pages aren’t restricted to text and images; they can include a video. Research conducted by HubSpot shows that 30 percent of the top landing pages feature a video. So, how do you create an effective video landing page for an online marketing campaign?
Focus on a Single Video
Landing pages with a single video typically outperform those with multiple videos.
All landing pages are designed to convince visitors to take action. Maybe you’re trying to collect email addresses for a newsletter, or perhaps you are trying to generate product or service sales. Regardless, you don’t need to use multiple videos. You can convince visitors to take action by using a single video.
Your landing page’s video should convey the benefits of taking action. In other words, create a video that tells visitors why they should take action. You can record a live-action video, or you can design an animated video using computer software. Regardless, the video should explain the benefits of taking action.
Keep It Short
You should keep your landing page’s video short. While long videos encourage longer page visits, as well as higher organic rankings, they often fail to retain visitors’ attention. Visitors may watch some of a long video but not all of it. After losing interest in the video, they’ll back out of your landing page without acting action.
If a video is less than 60 seconds in length and is business-related, 58% of viewers will stick around for the whole thing. – (Vidyard)
Using a similar length for your landing page’s video will result in a more effective online marketing campaign. You don’t need to keep visitors on your landing page, nor do you need to optimize it for organic rankings. You just need to convince visitors to take action, which can typically be achieved with a three-minute or shorter video.
Embed From YouTube
Another tip is to embed the video into your landing page from YouTube. There are two ways that you can include a video on your landing page. You can either upload the video directly to your landing page, or you can embed it from a third-party hosting platform, such as YouTube.
Visitors will be able to watch the video on your landing page regardless of how you include it. Embedding the video from YouTube, though, may lead to faster load times. Embedding is a form of interactive linking.
When you embed a video from YouTube, you’ll link to it in an iFrame.
The iFrame will retain all of the video’s functionally, but it will consume Google’s bandwidth and resources rather than your landing page’s bandwidth and resources. Visitors will have to load your landing page, but the video will essentially load on YouTube. Google has fast servers for YouTube, so the video will load almost instantly.
By embedding the video from YouTube, you can also link to your landing page. You’ll have to upload the video to your YouTube channel before you can embed it. When uploading it, you’ll have the option of entering a custom description.
The description doesn’t support formatting, but it does support URLs. You can describe the video in a few sentences while including your landing page’s URL. YouTube will automatically convert it into a linked URL.
Customize for a Responsive Design
Assuming you embed it, you should customize the video for a responsive design. Embedded videos aren’t responsive by default. They consist of iFrames that feature a fixed height and width. Responsive designs, of course, are feature relative height and width measurements for elements.
You can still embed the video from YouTube, but you’ll need to customize it for a responsive design. Otherwise, mobile visitors may not be able to easily watch it.
To customize an embedded video for a responsive design, you’ll need to wrap it in a responsive container. iFrames themselves are containers. With that said, iFrames support parent containers, which can be styled with relative measurements.
For more information on how to wrap an embedded video in a responsive container, check out techstacker.com/how-to-responsive-youtube-videos.
Place Near the Top
Placing the video near the top of your landing page will result in a higher visitor conversion rate. Videos act as the primary sales copy for video landing pages. If a visitor doesn’t see your landing page’s video, he or she probably won’t take action. Visitors may overlook the video and, thus, the sales copy.
A study conducted by NN Group found that 80 percent of visitors’ attention focuses on above-the-fold content. Some visitors may scroll below the fold, but they won’t spend much time viewing the content in this area.
If your landing page’s video is below the fold, visitors may not watch it. Placing it near the top will ensure that most if not all visitors see it.
Include a CTA Directly Below
Don’t forget a call to action (CTA) when creating a video landing page. While the video is your landing page’s primary sales copy, it still needs a CTA.
With a CTA, visitors will have clear directions that point them to the first step in your landing page’s conversion cycle.
You can design your landing page’s CTA as an image. Button-shaped images work well for CTAs because visitors recognize them as clickable, linked elements. After designing a CTA, place it directly below the video while ensuring that it’s still above the fold as well.
You can then link the CTA to the appropriate conversion page. The video will tell visitors why they should take action, whereas the CTA will direct visitors to the first step.
Online marketing campaigns often require a landing page. You can technically send paid traffic to any web page. Nonetheless, landing pages are designed for the sole purpose of converting targeted traffic, so they tend to drive more visitor conversions.
You can even use a video landing page to maximize visitor conversions. Video landing pages leverage sales copy in the form of a compelling video to convince visitors to take action.
