Videos on landing pages are notably absent from most websites today. It shouldn’t be. Video is the missing link between great landing pages and great conversion rates. Without it, landing pages are not exceptional, and are probably suffering. Let’s talk about why that’s the case.
1. Video appeals to people’s emotions. Text doesn’t.
Sorry, copywriters. Even the best creative copywriting team cannot match the emotional impact a video has on website visitors (and potential customers.) As humans, our minds are wired to remember what we SEE and HEAR. Marketers should keep these basic facts in mind when looking to create exceptional landing page campaigns.
Great copy and text is not a bad thing to include on your landing pages. Too much text – and not enough video – on the other hand, is a mistake. Instead, marketers should consider including a video clip along with text on the landing page.
2. Video personalizes the brand experience for website visitors.
Your message means much more to website visitors when they see and hear you speak. For example, including a video clip of you touting your story and values on a landing page increases the chances you will connect with your audience and get them interested in your brand.
Just reading paragraphs of text without visuals – particularly video – is disappointing and unengaging for website visitors. They may just read and leave.
3. Video provides a breath of fresh air in your marketing efforts.
When the average website visitor thinks of a company’s marketing efforts, they think of one word: boring. Change their minds – and bring a new perspective to marketing – through video. Incorporating video into your website’s landing pages is refreshing and new for visitors. That will pay off for you.
What are the most effective placement locations for video on landing pages?
Video clips should be placed in one of two locations:
a. to the right of landing page text/copy (because studies show most people read the page from left to right)
b. in between paragraphs towards the middle of the landing page’s text/copy (e.g. centered vertically on the page)