Jan7

why quality landing pages are the secret ingredient

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It’s time to stop thinking of landing pages as just a place for long (and dull) sales copy and signup forms. 2015 promises to see much more of what emerged in 2014 – companies opting for a video option to take up the majority of landing pages. Emails, product descriptions, and social media pages – all of these platforms are well known as working great when it comes to the medium of video. So, why not take advantage of the medium when it comes to landing pages as well?

will video work for your landing page?

Before you decide to include a web video production into your landing page – you must ask yourself whether it will be beneficial to your brand and its products and services. How can you be sure that a landing page is a good option? Check out the pages of your competitors. Visit their sites, take a look around, and check out their landing and feature pages. It is interesting to consider that if your competitors are making the most of this medium whilst you are not, you are, in theory, handing traffic over to competitor sites. The increases in placement of videos on peoples landing pages mean an increase in trust with potential customers, whilst simultaneously giving site visitors who don’t like to read a great platform to consumer your content.

the various landing page video options

We’ve outlined 4 of the major video options that we saw in 2014 (and expect to see much more of in 2015) in terms of placement of web video productions on landing pages.

1. small

Here, the landing page contains both video and non-video content. Generally the video is displayed in one fraction of the page. There is also some textual information and a CTA (call-to-action). A small video is advantageous in that it ensures the video doesn’t dominate the page and that other points about the product or service can be made through text/infographics/etc. This approach may mean that visitors spend more time on the page taking in and addressing each medium prior to handing over any information. On the other hand, as we have already proven, online video production significantly increases conversion rates, therefore, placement of a small video begs the question – why not hook visitors with the feature “front and centre”?

2. mysterious

In this instance, the video to be played is fairly big, but somehow still subtle. Generally, the headline is the only non-video content on the page and then there is just the video and a CTA. Take a look at this example by Shopify. The play button indicates there is a video to be clicked on, however, its placement is subtle and site visitors don’t have to watch the clip if they don’t wish. This design is seen as subtle, sophisticated, and tasteful. It is employed on certain product or services sites because it doesn’t force the visitor to watch the video. In the Shopify example, the sign-up form (or, CTA) is waiting once the video has finished.

3. forward

This traditional page setting embeds the video player in larger form, where it stands out against other page elements. Generally, we see this type of landing page with no other content present except for the headline and the CTA (generally below the video). Sometimes this approach can mean the page is a little disjointed thanks to 3 separate entities showing on the page – headline, video, and CTA button. This approach assumes that the viewer’s eyes will continue to track downward once they have finished watching the film.

4. front & center

When the video sits ‘front and center’, it is all the viewer sees upon accessing the landing page. In fact, visitors are unable even to access the CTA without playing the video. This design comes out slick and professional, and the lack of copy and forms for the viewer to fill in can be refreshing. However, with this approach, it is crucial the video delivers, is understandable, and that viewers enjoy it because the lack of context on the page could mean that if the video does not deliver, viewers will most likely move on immediately.

video landing pages – points to keep in mind

Keep in mind video landing page best practice when installing a video onto your website.

1. visitor attention span

As has been discussed before, it is important to aim for a video with the shortest length possible that still gets across the main message you are trying to share. Video length should certainly be kept under 3-minutes, generally anything between 30 seconds – 90 seconds is the optimal.

2. play important message first

The most important message you are trying to get across is the one that should be shown first. Elements such as features, benefits, and results should be displayed as early as possible to attempt to capture the attention of your audience.

3. cta accessibility

Whilst the size and display of your video is clearly very important, do not lose the importance of a CTA. Ensure your CTA is accessible either throughout the length of the video, or immediately after it finishes. In order to optimise conversion there is a spot that your video should be placed, take care to thoroughly research and understand where this could be for maximum conversions. Enhancing your landing page is made easier with various clip and web video production techniques and strategies.   Convert visitors into leads, and leads into customers quicker and easier by withdrawing dull sales copy and inserting thought-provoking and accessible video clips. Ready to get started with a video-landing page? Discuss your ideas and thoughts with the team at Lumeo today.

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