5 Rules for Using Video on Landing Pages – and Examples of How to Bend Them
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- February 26th, 2016
Bending and stretching is great. Not just for your body (who doesn’t want a Jennifer Aniston-like yoga-toned body?!), but for your creative and effective marketing efforts. Here’s what I mean: You know that video is an incredibly engaging and converting medium. You use it on your website, campaign emails, and you probably know it’s great for landing pages too; after all, video on landing pages can increase conversion by over 80%! And of course there are guidelines and best practices, like putting the video above the fold, keeping your video short, choosing an engaging thumbnail, and of course, including a CTA in the video to drive conversion (for details and more best practices, check out this post). But sometimes, rules are meant to be, well, bent. That’s how you can get a fresh perspective, and give your audience a fresh experience.
Want to see what I mean? Let’s check out a few different examples to help inspire you.
Example 1: Use a good thumbnail…but what’s a good thumbnail?
As I’ve said before, videos have to be tempting enough to be clicked on, so a thumbnail is your first big step to engaging and converting your audience. What do you think of when you think of a thumbnail? A static image from your video with a big play button overlaid (if you go this route, don’t forget to A/B test your thumbnails to see which image works best with your audience)? A thumbnail doesn’t have to be what you would expect.
Check out this creative landing page—the ‘thumbnail’ is a looping video that immediately helps engage your audience and draws them into the story.
Example 2: Put a video above the fold…but no one said there couldn’t be more videos below the fold!
You know your most engaging content should be placed above the fold of your landing page. Typically that means your video should be front and center, tempting people to click, be engaged, and convert. It’s also true that landing pages are generally meant for simple messaging and simple design so you don’t overwhelm your audience or confuse them. But that doesn’t mean that you can have only one video on a landing page! Yes, you should have one “hero” video consisting of your most important message, but you can further the experience and deepen the understanding of your message by providing even more videos throughout the rest of the page.
Want to see what I mean? Check out this page for Saleforce’s Dreamforce conference. The hero ‘highlights’ video gives the viewer a taste of everything the conference has to offer, and once the viewer is enticed by the content and interested in the conference, they can further explore more video below that offers a deeper look into past conference sessions.
Example 3: Keep your video meaty enough to be valuable for your whole audience…but specific enough to be valuable for one viewer
Is your face like “Whaaa??” right now? Let me explain. No one likes wasting even a few minutes of their day on filler content that doesn’t teach them anything or make their day better or easier. So it’s important to make sure your video’s content is meaty enough to back up, explain, or give more detail about your landing page’s key message. You want to make sure it’s useful enough content for everyone who lands on the page.
But you know what else it could be? The video on your landing page could be directed to one viewer only. Take a look at this event landing page video to see what I mean. Is there a more engaging experience than that? Personalized Video is a stunning way to build trust, enhance your credibility, and more easily convert your viewer because they feel like you’re talking directly to them and no one else.
Example 4: Video is a powerful experience—but it doesn’t need to be a standalone experience
Okay so by now you might be totally sold that video is the way to go for every message, every audience, every content type, etc, etc. Good for you for embracing video…but that doesn’t mean it has to be the only experience your audience gets. Some might want to read a bit, some might want to watch video, and some might like to do both. Keep that in mind when you’re creating your landing pages. This way you can offer an experience that appeals to all sorts of audiences. For example, if your video consists of vital information, put that information in text format nearby on the page as well. Or, if your video is simply meant to be a creative and fun way to introduce your content, you should still make sure the concept or theme of the video is carried consistently throughout the text on the page.
Want to see what I mean? Well with this landing page, if the text didn’t include a tie-in to the creative concept, then the background video would feel very random and out of place—page visitors might wonder why someone is crying in the looping video.
Now, in this example, the text is tied right into the video, so you can listen to it, enjoy the motion, feel swept away in the story, and also read along!
Example 5: Size your video so it gets noticed…but that doesn’t mean it has to scream and demand attention
If you’re going to use video on a landing page, you probably want it it stand out and get noticed. But that doesn’t mean every video on the page should fill up the whole screen, and drown out all other content. Size each video appropriately for the value it offers the audience.
Want to know what I mean? Look at this landing page for Space Camp, the video marketing summit. The page offers visitors a taste of what the summit is all about. The first video on the page is the hero video, pumping up last year’s attendees and future attendees with highlights (including ‘meaty’ comments and reviews) of last year’s incredible event. And for those who want to know more about the event (perhaps they didn’t make it to last year’s summit), they can scroll down the page, check out the “About” section, and then, if they want to experience even more, they can view the smaller, subtler video in the About section.
Feeling bendy now? Hopefully those examples will inspire you to use video on your own landing pages in creative and new twists on tried-and-true standards. Your audiences already love video, and they’ll love the fresh experience you can offer! (Still wanting to bend something? There’s probably a yoga class about to start nearby…)