One of the essential elements considered in the strategies of marketing is video – persuasive and powerful as motion visual aids helps in better understanding of the content. If a company or business wants to tell is story to the world then video plays a role of visual brand ambassador catering everything with eye-catching content. Further it can be beneficial in gaining more and more business prospects that might result in great conversions.
What happens when landing page gets a video?
If a landing page of any business gets the video power being displayed at front, then this combination turns out to be a market’s powerful weapon. Such landing pages (having video on first interaction page) plays a role of virtual pitch – beneficial in getting attention of your targeted audience and show them the work your business wants to communicate about. Also, it does conversions magically if the business implements it properly.
For the better understanding of wonders by landing pages having videos, give this article a thorough read because it contains deep insights about conversion technique through this strategy and successful optimization as well.
- Set Goal of Conversion and Clear Message
For a definite growth it is important for any business to set certain goals inclusive of small goals and conversion goals. What you want your audience to do, should be your strategy’s main goal.
If you get your landing page flooded with lots of company information and irrelevant things then the prospect might get distracted and lose interest in your services. This is why every landing page should have a Call to Action (button also known as CTA) precise and clear.
For instance, if a company is selling services of SaaS products, you should only ask them to get demo by signing up to your site. You only need to mention “Get a Free Demo by Just Signing Up.”
It is important to have business message clear to market it, and it will be quite easy to cater your services in video of your landing page. The closed captions can be incorporate in it for a more captivating look and feel of landing page. They provide guidance, let your video consistent, and clarify the terminologies that are not easy to understand, hence audience become comfortable in digging out material from your website without getting confused. The search engine optimization (also known as SEO) feature will get a boost by following the instructions
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- Keep well-aligned video type and optimal length
What your business offers in communication should be aligned with the video you are promoting on landing page, this is to grab the attention of your audience. Furthermore, the landing page video should be long enough to cater the business’s profile and show the benefit of prospect if they get your product/services. But video should not that long by which audience tend to lose interest.
We have gathered the details of videos that suit the best for businesses, which are following:
- Demo
If you want to get your products’ value showcased then choose demo videos.
- Testimonials
If you want to get your brand’s credibility increased then go for testimonial videos.
- Promo
If you want to pitch new prospects by depicting your products with aim of higher sale then promo videos would be the best choice.
- Explainer
The explainer video is good for the offers which are complex, innovative and new. They support in showing the product easily and the way it could be beneficial to give solution of your prospect’s issues.
Right place with right video will always result in winning the hearts of the audience.
It has been found out that the length of the video directly linked to the audience engagement loss. The first 7-seconds are crucial as they will decide whether your audience is looking for such services or not, and other 30-seconds are important as they found out about your services now it’s time for lead generating by depicting the essential details of products/services.
Engagement loss rate was found low in the videos with duration 1-2 minute and this engagement loss has been found low till medium length of videos i.e. 5-10 minutes. However short videos are found directly linked with more engagement, as people tend to watch the short videos till end. In case if you want to show a product or service that requires long video then be aware while creation as keeping attention of audience in long videos is quite tricky, key is to put attractive content.
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- Video Style and Layout must be Appealing
Video style and the layout are also important to be considered in video creation, as video length and type helps in setting the message, while video style and video layout helps in selling your product/service.
- Above The fold
It is one of the video types in which key image is replaced with main visual being depicted at front of landing page. This type is known among most of the people which gives the idea od desired video page when comes in discussion.
Above the fold videos do wonders if they get product introduction added in it. P&G followed this format in their campaign that was loved by all “The look”.
- Below The Fold
This type of video is beneficial in adding more value to your product by providing detailed introduction of the products individually. For this format to work, make sure to deliver it to your targeted audience to convert.
- Background
This is the format of video in which engaging and dynamic elements are added to the landing page, as the content of the landing page can be visible without the need of scroll by users. The background videos have an edge over other formats as it gives more visual aids than others that helps in conveying detailed data and grab the maximum attention of audience by showcasing the call to action button for a specific service.
- Light-box Pop up
In this type of videos, a screen pops up and upon clicking the thumbnail, link or button, the user starts playing. This format boosts the user experience and pin point the essential information. With the help of these videos you can cut out the space of extra copy, forms, instructions, photos and videos by adding them to lightbox. And using this format, multiple Call to action (CTA) can be linked with the same element.
- Remarkable Script and Aligned Production
An amazing script of the video with the respective production alignment results in effectiveness. The content requirement for the video is valuable enough to win the hearts of audiences by having the campaign specific goals and precise message.
It does not mean to get your short film cinematic having the trendy story plot, but yeah, it might be impressive by look and feel and demand financial back. And unfortunately, if the video does not sync with your campaign’s goal then no leads will be generated. The tricky part of a video is to create it with clear and specific message, keeping it valuable with in the budget.
- Convincible CTA
CTA is an abbreviated form of Call to Action button in any site, which is considered to be an important feature as it eradicated the gap between the product and the respective content. The CTA is preferably precise, clear and strong enough to show consumer journey in next step.
Call to action must be a button in site, that would have definite labeling, borders and shapes. Get your creative sense out while creating a video but above all, CTA should be easily visible. With CTA, you get the desired action by audience and make them see the things they want to get.
- SEO Friendly
If a video is SEO friendly then it will be ranked on top of the Google SERPs. There are few things to be aware of, which are:
- Metadata should be optimized
- Performance of the videos should be monitored.
- Give right to others to embed your video so that they could share.
- Add transcription in HTML
- Tag properly.
- Responsive
The desktop screens might have different effects on mobile screens or tablets/ipad screens. The responsiveness of video means to create your video in a format which will have same screen impact on desktop screens and mobile screens.
If your landing page is taking lot of time in loading the conversions are at risk. Unbounce has researched that there are 60% of the users who would switch to other things if page takes more loading time than 6-seconds.
- Conclusion
Videos are quite persuasive and powerful type of media that help in grabbing the attention of targeted audience, retain them and generate leads. You can showcase your product’s true value with videos and can expect more conversions in marketing of your landing page’s campaign.
Will you incorporate video to your landing page? Yes or No. Let us know if any of our tips that you followed, has helped.
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