Including a video on your landing page is extremely beneficial for your website. Not only does video increase the length of time a user spends on your website, but it can also increase conversions by 80%. When placing the video on your landing page, it’s important to test what works and what doesn’t. Companies test positioning of the video, CTA buttons, and much more to see how best to structure the landing page.
There are certain best practices when it comes to placing a video on your landing page that are tried and true. These 5 best practices are a must when it comes to landing page videos, so make sure you are utilizing each one.
1. Pay Attention to Design of Page & Look of Video
Yes, you want the video to stand out on the landing page so users watch it, but you also want it to blend with the aesthetic of the website. Looking below, you’ll see that LexisNexis’ video screen grab matches perfectly with the website.
Many companies think it’s necessary to have the video take up most of the landing page, but having the video to the side like this gives users the option to read information and/or watch the video.
2. CTA Must Match the Page
Sometimes the Call to Action (CTA) does not make sense with its surrounding context. If your CTA discusses a promotion, then the page should discuss that as well. You don’t want users to have to search around for information. Evestment does a great job at this; the CTA invites viewers to “Learn About Our Solutions” while having a plethora of information below the video.
It’s important that your CTA goes along with the landing page to avoid confusing the viewer or making them chase down information.
3. Given Incentive to Watch the Video
Some users will land on your homepage and immediately devour any video content, while others might not. It’s a good idea to give users a little push to watch the video information. Look at how SeatWave’s collect from service simply and effectively tells readers they can learn more by watching the explainer video.
This landing page is great because it gives bulleted information and allows the viewer to decide if they want more information. If they do, they simply click play on the video to learn more.
4. Simplicity is Key
When it doubt: Keep it simple. Trying to get too fancy with placement, fonts, alignment, and content can sometimes backfire. If you’re not sure what your users will respond to, start by using a clean space to place your video. WiserCare does a great job of a clean, smooth video introduction.
The simple line, “See How it Works” tells viewers exactly what they’ll learn, which is…how the platform works. Simplicity works well for many landing pages, so don’t try to get too complicated.
5. Encourage Social Sharing
Always place social sharing buttons below your video so that viewers can share your video on social networks. Your video will get more views and interaction if viewers share it with their friends, so why not make it easy for them to do so.
It’s important to test everything when it comes to putting your video on your landing page. You might think a certain aspect of your video placement might get a lot of conversions but instead it falls flat, so A/B testing is really important.
