If your business is trying to generate leads, increase your email list or drive sales, chances are, you need to be using a landing page. If you don’t, I’m afraid you may be wasting your time and money.
In this post we aim to answer these questions:
What is a landing page?
Why should you create a landing page for your marketing and advertising campaigns?
How using video can significant increase the results of your landing page?
Finally, we will guide you through the key elements of a high performing landing page and give you actionable insights into what types of video work well on landing pages and best practices.
So, let’s begin.
What is a landing page?
In digital marketing, a landing page, sometimes known as a ‘lead capture page’, ‘static page’ or a ‘destination page’, is a page on your website usually created to specifically support a marketing or advertising campaign.
Basically, when you click on an advert on Facebook, Google, LinkedIn etc. and you get taken through to a website page, that’s a landing page.
At Proper Video, whenever we run digital marketing campaigns for our clients through email marketing or paid advertising channels such as Google Ads or Facebook Ads, we always create a custom landing page for that campaign. Why? In our experience, we’ve found that compared to running a campaign that takes consumers to a generic landing page, say your website’s home page, a custom landing page achieves better results. Much better.
Why should you use a landing page for your marketing and advertising campaigns?
When running any email marketing or paid advertising campaign, using a landing page is extremely important.
Think about your website – let’s use your home page, what can you see? You’re probably offering many products, services or variants of. You’ll probably have links leading users to learn more about your brand, your team and more. Users have a lot of options and may not be able to see the exact action you want them to take.
For example, imagine you’re a stationary retailer. On your home page you have links to pens, pencils, office furniture maybe, photocopiers, printers. I’ll stop. When you run a campaign, your campaign will be focused on one offer. Let’s say your new state-of-the-art pen. You wouldn’t want potential customers clicking on your beautiful ad of this special pen only to then be led to your home page with many options (A.K.A distractions). Instead, you’ll want to lead them to a landing page that has a singular purpose. You’ll want to take them straight to a page where they can learn more about the pen they’ve seen in your ad, then hit them with the best sales copy you’ve ever written leaving them with no other option but to buy the pen.
A custom landing page specifically created for your campaign will help you increase your conversion rates and lower your cost-per-acquisition. Simple.
How can adding video to your landing page boost your results?
Videos engage your audience
Consumers favour video over any other form of marketing content. Why? Because we’re inherently lazy. Video is entertaining and easy to consume and that’s why we love it when brands provide us the option to learn about their products and services through video. Storytelling is the oldest and most engaging form of communication and research shows that the decisions we make are largely based on emotion. A good marketing video has the power to tell your story clearly and effectively whilst simultaneously connecting with your audience’s emotions.
Video can help turn visitors into customers.
You’d never buy from somebody you don’t trust, would you? People buy from people they know, like and trust. And it’s the same in business. As well as clearly communicating the features and benefits of your product, service or brand, video provides an opportunity to showcase your brands personality, values and culture. In a world where markets are saturated your brand’s values could swing decisions in your favour.
So, what are you waiting for?
Key elements of a high performing landing page
Ok, brilliant. You’re ready to create a beast of a landing page for your next digital marketing campaign but, sorry about this, this is a big but. Unfortunately, video isn’t the magic wand that will turn a poor performing landing page into a high performing landing page. Video can certainly dramatically improve the results of your landing page, but you need to get the fundamentals of a good landing page correct first.
So, let’s look at the key elements to create a high performing landing page.
We understand that you may have seen various landing pages structured differently to the one illustrated below. Landing pages can be structured in various ways to achieve different goals. Our illustration below shows us the fundamental building blocks of any high performing landing page. We discuss each section in more detail below.
Above the Fold
The website design term ‘above the fold’ refers to the content a user can see without having to scroll down. On our illustration we have above the fold; a heading, supporting copy, a call-to-action and on the right, we have a video or animation or image, something visual.
This is where a lot of digital marketers slip up. You’re heading and supporting copy should communicate your value proposition straight away. According to research the amount of time you have to capture someone’s attention on your landing page is 15 seconds. The copy must quickly and clearly communicate the benefits and the value that your offer will bring to potential customers’ lives. Users will use the copy to decide whether they want to watch your video (if you include one). Therefore, there’s little point in having an amazing video if your copy isn’t inspiring enough to make people click to watch it.
Tip – If you’re selling something, it’s a good idea to list the price above the fold.
Most importantly though, users hate being misled and trying to do so will only damage your brand. If you’re running a Facebook Ads campaign and your ad says, ‘Sign up to our email list and we’ll send you 1000s of pictures of cats.’ Don’t lead them to a landing page where they’re asked to sign up to an email list to receive 1000s of pictures of dogs. Make sure that your ad copy and your landing page copy aligns and flows.
We like to think of ourselves as non-judgemental people but let’s be honest, we do judge. And first impressions count. According to Forbes, 65% of people are visual learners, therefore, the visual elements of your landing page play an important part. If you’re using an image, it should show the context of use. For example, if you’re a SaaS company, such as Xero, this could be your app running on the latest smart phone. The image you use should complement what your copy is saying. You can see now how all of these individual elements come together to create a high performing landing page. Like I said above, video isn’t the magic wand that will turn a poor performing landing page into a high performing one. If you stick a great video or image next to uninspiring copy it won’t work, just like if you have a bad video or image but copy that compels people.
On the other hand, if you’re selling an online course and you’re asking people to hand over money, we’d say, depending on the cost of your offer and relative to your target audience, if it’s a large amount of money, it’s highly unlikely people will hand over that amount of cash without finding out more information. Even though we think it’s unlikely users will click it, we don’t see any disadvantages in placing a CTA above the fold. If users click it, bonus. If not, they keep scrolling.
Below the Fold
If in website design term ‘above the fold’ refers to the content a user can see without having to scroll down. Then ‘below the fold’, you guessed it, refers to the content you see when you scroll down.
If you’re asking users to commit to more than just subscribing to an email list, you must include more information below the fold.
Here you must clearly describe the benefits with the features. Again, here’s where a lot of digital marketers slip up. Let’s look at the difference.
What’s the difference?
A feature is something that your product has or is. For example, windows made from UPVC or a power drill with interchangeable bits.
A benefit is the outcome or results that users will (hopefully) experience by using your product or service
There’s a BUT
There must be a fine balance between features and benefits. If you have too many benefits users think ‘yeah right’. If you list too many features users think ‘ok, so what’s in it for me.’
Social proof is powerful. It’s the influence that people around us have on the decisions we make. Think about it, when you last needed work doing on your home, what did you do? Did you search online? If you did, I bet you searched for reviews as well, didn’t you? Did you ask a friend for a recommendation? Social proof is all around us. When we buy something from Amazon, we look at the reviews, sometimes before actually reading the product description, I know I do. If you’ve already got reviews, perfect. If you’re selling a product or a course can you afford to give a sample away for free to gain some? If you can get social proof in the form of a video testimonial, even better.
Finally, your CTA. Users have now consumed all your content. Hopefully, you have helped them realise that they simply cannot do without what you’re offering and it’s time to tell them what to do next.
- Use a conversational tone. Think about what your audience are thinking. Avoid copy like ‘click here’ and use, for example, ‘yes, start my free trial’.
- Keep forms short and always include a privacy statement to reassure users that their data is safe.
So now we have a clear understanding of the fundamentals of a high performing landing page, we can now look at how video can help you achieve even better results.
What types of video can help boost results?
Don’t worry, just because we’re a video marketing company, that doesn’t mean we’re going to reel off a list of every single type of video and say it will work. Reason? Because it doesn’t. We’re going to narrow it down to two types of video which can, when used correctly, significantly benefit your landing page.
If you have a complex offering which would take your audience 10 years to read and fully understand (over exaggeration) then including an explainer video on your landing page could be the solution for you.
We’ve already covered social proof and told you how powerful it can be. Creating short, to the point, testimonial videos will emphasise that positive impact. Whilst video testimonials can be staged, most people can feel when a video testimonial is scripted and fake. The genuine authenticity of people delivering their testimonial on camera can significantly increase the credibility of your offer.
Best practices for using video on your landing page
Never use auto-play
This is a short and sweat one. Never use auto-play, nobody likes it, especially with the sound on. Who wants to be shouted at unexpectedly?
A creative solution to this would be to create an animated giff thumbnail for your video. If you want to learn about video thumbnails, I’ve pasted a link to learn more at the end of this post.
Add CTA’s to your video
If you use a third-party video hosting service such as Vimeo, Vidyard or Wista then you can include a lead capture form within the video. If you don’t include a CTA in the video player make sure that you give the viewer directional cues pointing to the on-page CTA.
Don’t just use video
I know we’re a video marketing company, but I’d be lying to you if I told you using video would solve all your problems. Video can significantly increase your landing pages results but only when you have the fundamentals of the high performing landing page right first.
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