Well-crafted landing pages are your conversion goldmine. Those are the crucial places where your prospective customers are only a few clicks away from converting. In this case, one thing is clear: you need to make those landing pages as captivating as you possibly can to boost conversion rates. And one of the best ways you can do this is by incorporating video content.
After years of being an emerging conversion tactic, video on landing pages has now finally become mainstream. Many marketers spend more and more time creating a stunning video for their landing pages. Some of them put the video as the centerpiece of a page. Others write copy and images to complement it and win over prospective customers.
The reason why videos on landing pages become marketers’ favorite isn’t that they are a shiny new trend, but because it’s effective. According to the stats, incorporating video on landing pages has the power to increase conversion by 80%.
At this point, you might be wondering, ‘what makes video a staple element in landing pages?’
Well, let’s find out!
The Benefits of Including Videos on Your Landing Pages
The allure of videos is quite simple: in this digital era, internet users look for a quick and straightforward way to consume content. And videos are definitely such. In other words, it gives our eyes a rest from the overabundance of textual information online.
Videos combine both engaging visual and intriguing storytelling to keep viewers interested in watching and coming back for more. And when it’s placed on landing pages, videos are so much more than visual storytelling. Below are some benefits of video landing pages:
#1. Videos Demonstrate Products
Whenever your prospective shopping online, they need to make sure that the products they’re going to purchase meet their expectations. High-quality products or intriguing descriptions on your landing page won’t be enough to demonstrate the products. Therefore, you can use videos to give them a really close-up look at your products and explain how they work.
Videos provide you a convenient way to show the features of the product by highlighting how they benefit the user. That way, not only do videos help the audiences understand your products better, but they also make it easier for them to trust your brand. As a result, you can also see better conversion rates through videos on landing pages.
#2. Videos Convey Information Better
When a prospective customer lands on your landing page, they perform additional research to ensure that the product can solve their problems. In this case, you need to give valuable information without sounding hard-selling and overwhelming them. Video content is the right medium to do it.
There’s an old adage: a picture is worth a thousand words. Then, can you imagine what a video is worth? According to Forrester Research, a one-minute video is worth about 1.8 million words. It means that video conveys information better compared to images or texts.
It should come as no surprise that 95% of viewers retain information better when they absorb it through video. What’s more, more than 97% of marketers admit that videos help their customers understand products better.
#3. Videos Push Your Rank on SERPs
They’re just too much noise out there in the digital landscape. For your business to thrive, you need to make your website or landing pages stand out. Luckily, videos offer you an opportunity to get a higher rank on search engine result pages (SERPs). In other words, it gives your SEO strategy an extra boost.
Search engines like Google see video as unique content, so it tends to place it on the search results’ top pages, making it easier for your prospective customers to find your website. Including a video on your website landing page higher your chances to sit at the first page of Google search results by 53%.
#4. Videos Make Prospective Customers Stay Longer
Videos have the capability to deliver all our crucial information in such a fun, engaging way. It’s easy for prospective consumers to keep their focus on the content. And this is how videos help you to make them stay longer on your landing pages and pave the way to final purchases.
Prospective customers tend to spend an average of 2-minutes longer on landing pages with video than pages without video. The stat makes quite a sense since customers can easily scan images or text, but when it comes to video, they tend to watch it all the way through. The longer prospective customers stay on your websites, the more they are curious and want to know about your product.
#5. Videos Deepen Customers Connection
Another advantage of using video on landing pages is that it helps you connect with prospective customers in a more meaningful way — which images or texts can’t do. Storytelling through video can create a solid bond as the prospective customers are drawn to it on a personal level.
Videos are an ideal medium to showcase your brand identity and personality, helping the prospective customers to get comfortable faster around your brand, even if it’s just the first time they land on your landing page. By bringing in the brand’s personal details, you break down barriers and can easily build strong consumer relationships.
High-Converting Videos You Can Create For Your Landing Pages
With tons of marketing video types out there, a few types of videos perform better than others on landing pages. The key here is that you need short yet fruitful videos to encourage prospective customers to take action.
Here are some high-performing videos that can be such an excellent addition to your landing pages:
Product Demo Videos
As the name suggests, product demo videos give prospective customers a demonstration and introduce the product that you are introducing to the market. With this type of video, they’ll know how they can use your product or service and what benefits they’ll get when they use it.
If your product has complex information and you struggle to deliver it, then explainer videos should be your go-to. This type of video does a fantastic job in breaking complicated topics or information into smaller chunks so the prospective customers can easily digest it.
Customer Testimonial Videos
Using social proof on your landing pages can be a powerful addition to your trust-building strategy. And one of the most common forms of social proof is customer testimonial videos. Featuring your existing customers on your video landing makes your brand more relatable and trust-worthy. It helps new visitors or prospective customers to who is using your products and why they love them.
In this digital world, your prospective customers are time-starved. If you’re lucky enough to get them to land on your landing pages, all you need to do is capture and convert them with such little time available.
By providing quick, straightforward information through video, prospective customers can get their questions answered in a matter of minutes before they decide whether or not to click the call-to-action button on your landing page. With those benefits of video landing pages above, you can now understand how to transform your landing pages into conversion generation machines with ease.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro