Landing Page Types: What are Video Landing Pages?

Let’s face it – a landing page can be so boring. They often consist of little more than a basic headline, some bullet points, and a call-to-action button. These traditional landing pages do serve a purpose, but they rarely excite or engage visitors.

But what if you could make your landing pages more dynamic and interactive? Well, you’re in luck, because video landing pages are taking over in the world of digital marketing!

Video landing pages integrate video content directly into the web page experience. This could be an explainer video demonstrating your product, a customer testimonial, an animated overview of your service, and more. The possibilities are endless!

The key benefit of video landing pages is that they increase engagement. Let’s be honest, people love watching videos. Video content can grab attention and hold it for much longer than plain text or images alone.

According to research, adding video to your webpage can increase conversions by up to 80%! Who wouldn’t want a boost like that?

Video landing pages help you tell a story and connect with your ideal audience. The video gives your brand a face and makes it more relatable. Users feel like they get to know you better. And in today’s crowded online marketplace, standing out from the crowd is everything. Video landing pages allow you to showcase your business in a more memorable, impactful way.

So if you’re looking to take your landing pages to the next level, video is the way of the future. In this article, we’ll dive into everything you need to know to create high-converting video landing pages that wow and convert your visitors!

What is a Video Landing Page?

Simply put, a video landing page is a landing page that features a video as the main focal point. But let’s break that down a bit more.

First, a quick refresher – a landing page is a standalone web page that serves a single purpose, usually to capture leads or drive conversions. Landing pages allow you to direct traffic to one specific call-to-action.

Now take that concept, and add video into the mix. This could be an animated explainer video, a product demo video, customer testimonials, or any other type of video content.

The video is seamlessly embedded into the landing page design. Usually, it will be above the fold to capture attention immediately.

When visitors arrive at the web page, the video starts playing automatically. This dynamic media captures interest and educates viewers about your offering.

Compared to static landing pages of old, video landing pages bring your brand to life. Visitors feel like they get to know you as they watch the video.

And while they are engaged with the video, you can subtly direct them towards a clear CTA to convert them into leads. It’s an extremely powerful strategy!

Video landing pages can be hosted on your main website. But most times, they are created on a standalone page or microsite. This allows for complete optimization around the video and call to action.

So in summary, video landing pages infuse interactivity and motion graphics into your marketing. Your landing page becomes a high-converting media experience rather than a plain flat page.

Benefits: Why You Should Use Video Landing Pages?

Why should you bother creating video landing pages? Well, let me count the ways!

First and foremost, video landing pages convert like crazy. Various studies have found that including video on landing pages can increase conversion rates by 80% or more. And who wouldn’t want that kind of boost?
Video content grabs attention and keeps visitors engaged for longer. On average, internet users spend 88% more time on pages with video. That increased engagement leads to higher conversion rates.
Videos also help improve SEO through increased time on page, lowered bounce rates, and higher click through rates from SERPs. So you can get found more easily and send qualified visitors directly to your video landing page.
Compared to text and images alone, video is also much more memorable and impactful. Our brains are wired to respond to motion graphics and storytelling. We are much more likely to remember a key message or brand when delivered via video.
Video landing pages allow you to demonstrate your product or service in action. There’s no better way to showcase features and benefits than by actually showing it on video.
They help build trust and credibility by putting a human face on your brand. Customers can see real employees, founders, or customers speaking sincerely on video.
And lastly, video content is inherently shareable on social media. Visitors love to share cool, interesting videos they discover. So video landing pages can help spread brand awareness.

As you can see, the benefits of video landing pages are numerous. If you want to increase engagement, conversions, and growth, video is the way to go.

When Should You Use it?

When should you invest the time and effort into creating a video page? Here are some of the best scenarios:

For Starters, video landing pages are ideal when you have a complex product or service that requires a demonstration or walkthrough. If you can’t adequately explain what you’re offering through text alone, video is the way to go.

For example, a SaaS company should invest in a video demo of their platform and features. Show don’t tell!

Creative businesses like agencies, designers, artists, and architects can also benefit tremendously from video web pages. Display your distinct visual designs and talent through video content.

If your target audience is highly online and digitally savvy, the interactive experience of a video will likely appeal to them. For tech-forward customers, video is often preferred.

When running ads to cold traffic, video web pages can significantly improve conversion rates. The video will engage audiences who don’t know you yet and warm them up.

You may also want to use video landing pages when promoting high-dollar offers, premium products, or exclusive services. Video builds trust and justifies higher prices.

During the launch of a new product, a video landing page helps introduce audiences to your new offering in an engaging way. Capture interest and excitement with video.

So in summary, if you want to boost conversions, showcase visually, or introduce audiences to your brand, a video landing page is the way to go!

When Not To Use It?

While video landing pages have many benefits, they aren’t necessarily right for every business or situation. Here are some instances when you may want to stick with traditional, text-based landing pages:

If you have a simple or low-cost product, an elaborate video page may be overkill. The extra effort and resources required may not be justified. Plain landing pages work fine for straightforward offerings.

Certain types of serious or professional businesses like law firms or finance companies may find overly produced videos don’t align with their brand image. Keep it simple and classy.

For content-heavy sites like blogs or online magazines, text-based landing pages are likely a better fit. You want to showcase your writing above all else.

If your target audience is known to find videos annoying or intrusive, avoid forcing it on them. Give viewers the option to engage or continue reading.

Videos require a lot of additional effort compared to text and image assets. If time and resources are scarce, focus efforts on crafting a compelling text-based page.

If your website already has excellent metrics related to time on site, scroll depth etc., weighing the risks and costs of changing strategies is wise.

And if you sell a physical product, focus on showing beautiful high-res product images rather than distracting viewers with unnecessary videos.

So in summary, rely on your knowledge of your business, brand, and customers when deciding if video landing pages are the right strategic choice or if simple text-based pages will suffice.

Types of Videos You Can Create for your Landing Page

When it comes to video landing pages, you’re only limited by your imagination! But some of the most common and effective video styles include:

Explainer Videos – These animated videos walk through your product or service and how it works. Explainer videos are engaging and informative.
Product Demos – Show your product in action directly on the web page! Demonstrate features and let the product sell itself.
Customer Testimonials – Real customers can be your best salespeople. Have them record videos sharing their experiences.
Interactive Videos – Let the viewer engage directly with the video through clicks or quizzes. This boosts involvement.
Webinar Recordings – Repurpose a previously recorded webinar as an on-demand video on your landing pages.
Animated Videos – Use cool motion graphics and visuals to explain your offering in an eye-catching style.
Educational Videos – Create a “how-to” video that educates and builds trust with viewers.
Video Featuring Founders – Let your founders or employees tell the brand story directly to the camera.
Screen Recordings – Showcase your software or app by recording the screen directly.
360-Degree Video – These immersive videos let viewers explore a space or product interactively.

As you can see, you have endless options for the types of videos to feature on your landing pages. The key is selecting a style that aligns with your brand voice and engages your target audience. Get creative!

Businesses that Can Benefit from Video Landing Pages

Nearly any business can use video landing pages to boost conversions, but some industries are especially well-suited:

SaaS Companies – Video excels at showcasing software and explaining features. A product demo video is a must for SaaS.
Ecommerce Brands – Showcase your actual products and unboxing/usage on video to boost purchases.
Consultants & Agencies – Demonstrate your services in action and build trust through video case studies.
Online Course Creators – Video testimonials and previews get prospective students excited to enroll.
B2B Tech Companies – Tech purchasing often requires education first. Explainer videos help.
Financial Services – Build credibility by showing real team members explaining offerings on video.
Travel & Hospitality – Video can transport viewers to your hotel or destination better than pictures alone.
Nonprofits – Tug at heartstrings and inspire action using emotional, story-driven videos.

As you can see, video landing pages aren’t limited just to tech companies. All verticals can use video to engage visitors in a more dynamic, persuasive way.

Test video landing pages on a small scale, measure results, and expand from there. Over time, video can become a core component of your marketing strategy.

10 Best Practices for Landing Page Videos

Creating an amazing video for your landing pages is only half the battle. You also need to optimize the video for maximum impact and conversions. Here are 10 best practices:

Keep videos short. Ideal length is 60-90 seconds. You want high engagement but not to lose viewers’ attention.
Invest in high-quality visuals and audio. Production value matters. Don’t skimp on hiring professionals.
Include a clear call-to-action within the video or immediately after. Give viewers direction.
Focus on communicating your key features/benefits. Don’t try to explain everything. Prioritize your USPs.
Be creative. Think beyond talking heads and PowerPoints. Animations, storytelling, demos, etc. can captivate.
Ensure your video is mobile-optimized. Many viewers will be on phones or tablets. Test on all devices.
Maintain branding consistency. Use colors, logo, fonts, etc. to reinforce brand recognition.
Track video metrics like completion rate to optimize. A/B test video placement, length, design, etc.
Prominently display the video above the fold. Don’t hide it lower on the page. Make it the hero element.
Write a compelling headline and title for the video. This impacts click-through-rates and viewership.

Optimizing both the video content itself and the technical setup on the page leads to maximum impact. Follow these best practices to wow and convert viewers.

Inspiration: Video Landing Page Examples

One of the best ways to get inspiration for your own video landing pages is to look at real-world examples from other brands. Here are some great examples to spark ideas:

Hermes Paris greets their visitors with seasonal short videos yet perfectly goes along with their elegant and minimal site.

Ferrari’s dynamic and high-quality videos with cool and fast cut-scenes are very effective in catching visitor’s attention.

Nonprofits like CharityWater use above-the-fold video as background combined with call-to-action for visitors to donate to the organization.

Study these and other outstanding examples. Analyze what makes their videos effective. Then apply those lessons as you produce your own video landing pages.

Driving Traffic to Your Video Landing Page

You put in all the effort to create an amazing video landing page. But now you need visitors to actually see it! Here are proven ways to drive traffic:

Optimize for organic search traffic by including a thorough transcript of the video on the page to boost SEO. Also use relevant keywords in meta titles, descriptions, etc.
Promote your new video landing page on social media. Extract clips or gifs to natively share on each platform. Run paid ads to get more eyeballs.
Send an email blast to your subscriber list introducing your new video page and highlighting the main benefit it provides them.
Use retargeting and PPC banner ads directing people who already visited your site back to the landing page to re-engage them.
Encourage backlinks and shares by producing truly remarkable video content others want to promote. Outreach to partners and influencers.
Run affiliate marketing promotions rewarding partners for driving conversions to the landing page and sharing the video.
Optimize the video and landing page for discovery in YouTube and Google search. This expands your potential audience significantly.
Prominently link and cross-promote the landing page video from relevant pages on your site like product pages or blog posts.
Issue a press release about your new video landing page and highlight the interesting story or innovation behind it to earn media coverage.

Using a multifaceted promotional strategy ensures maximum visibility and engagement with your video. Combine different marketing tactics to get it in front of your target audience.

SEO Optimization

Ranking high in search results can send highly qualified traffic to your video landing pages. Make sure to optimize the page for SEO:

Add a complete transcript of the full video narration on the page. This text content will get indexed by search engines.
Include relevant keywords in titles, headers, meta descriptions, captions, and transcript but don’t over-optimize. Stay natural.
Optimize page load speed. Videos can slow things down. Compress files and implement caching.
Embed schema.org structured data to identify the video content. This helps search engines understand the page.
Use a clear, descriptive title and URL for the page that includes important keywords.
Include links to the landing page video on other high-authority pages on your site to build internal links.
Encourage external sites to link back to your landing pages by creating remarkable content they want to share.
Focus on optimizing for long-tail keyword phrases specific to the video topic and your business.
Monitor search rankings regularly and double down on high-potential terms gaining traction.

With the right SEO strategies, your video landing page can attract targeted organic traffic from Google and YouTube. Optimize content for both search engines and real users.

How Do I Create Video Landing Pages?

If you’re sold on video landing pages, let’s discuss the best ways to actually create one:

The easiest route is to use a specialized landing page builder like LeadPages, Instapage, or Unbounce. Their drag-and-drop interfaces make video integration seamless.

Hiring a web developer to custom code a video landing page allows for the most customization and control for a sophisticated experience.

Video creation platforms like Wistia and Vimeo enable hosting videos and generating embed codes to add to any landing page.

Many website builders like Canva, Squarespace, Wix, and WordPress have plugins or built-in features for easily adding video to pages.

When filming your own video, use professional equipment and lighting. Invest in a quality camera and microphone for best results.

Write a script ahead of time for explainer videos. Capture b-roll and custom graphics to cut between talking heads.

For animated videos, use tools like Vyond, Animaker, or Doodly. Or hire a specialized video agency.

Record testimonials on your phone then upload to YouTube. Embed with a thumbnail preview image on the landing page.

No matter which tools you use, focus on an easy user experience. Make the video prominent and clickable. Don’t hide it lower on the page. Optimize conversion flow from the video to your CTA.

With a clear strategy and the right tools, anyone can start using video landing pages today. Don’t be intimidated by the process. Just start creating!

Common Video Landing Page Mistakes

It’s easy to mess up with video landing pages. Avoid these common mistakes:

Not Having a Clear Call-To-Action – Don’t just embed a video without giving viewers direction on what to do next. Add buttons or links leading to conversions.

Choosing Boring, Generic Videos – Avoid overused tropes like cheesy stock footage or talking heads. Get creative!

Burying Videos Below the Fold – Place videos above the fold so they are seen immediately before visitors scroll down. Don’t hide them.

Ignoring Mobile Optimization – If videos don’t load or play well on mobile, you are losing out on tons of potential viewers.

Having Slow Page Load Times – Large videos can make pages sluggish. Compress files and optimize code to maximize page speed.

Not Matching Brand Style – Videos should match your brand style and messaging. Don’t veer off with inconsistent videos.

Lacking Calls-to-Action During Video – Include overlay pop-ups or other CTAs while viewers are watching to capture their attention.

Forcing Videos on Viewers – Don’t autoplay loud videos with sound on or annoy visitors. Make it easy to opt out.

Poor Audio/Video Quality – Invest in proper production and equipment for best results. Don’t just record on your phone.

Not Testing and Optimizing – Analyze metrics to determine ideal video length, design, placement etc. and continually refine.

Avoid these missteps and maximize the impact of your video landing pages. Follow best practices for high quality and conversions.

Video Landing Page FAQs

Some frequently asked questions about video landing pages include:

How long should the video be?

Experts recommend 1-2 minutes in length as ideal. You want high engagement without losing viewers’ attention. Test different lengths.

What types of videos work best?

Explainer videos, product demos, customer testimonials, and animated videos tend to convert well. Match to your business.

How much do video landing pages cost?

It depends on the complexity of the video style and whether you outsource production. For outsourced production, the budget ranges from about $100 to $1,000. Big companies’ budgets go at least $1,000-$5,000 for professional results. Alternatively, you can create your own and there are free video editing apps and softwares that you can use or buy a proprietary software for flexibility and better results.

What metrics should I track?

Look at video completion rate, conversions, click-through-rate, time on page and bounce rates.

Should I produce multiple videos?

Start with one highly optimized video. You can eventually create different videos for top-of-funnel vs bottom-funnel pages.

Where should the video go on the page?

Place it prominently above the fold. Don’t bury it lower down where visitors may not see it.

Will my site load more slowly?

Videos can slow things down. Optimize file sizes and implement page caching to maximize speed.

How can I drive traffic to the landing page?

SEO optimization, social media marketing, email, PPC ads, retargeting, affiliates, and PR outreach all help drive visitors.

Addressing common questions and concerns upfront builds trust with visitors. Make sure your video landing page delivers on expectations.

Key Takeaways and Conclusion

After diving deep into video landing pages, let’s recap some of the key takeaways:

Video landing pages feature a dynamic, engaging video as the central element to increase conversions.
Benefits include higher engagement, memorability, SEO, and conversions compared to plain landing pages.
Ideal for complex products, visual businesses, tech brands, and for boosting cold traffic.
Explainer videos, demos, testimonials, animated videos etc. are different styles you can leverage.
Focus on concise length, polished production value, clear CTAs, and consistent branding for best results.
Drive traffic through SEO optimization, social media marketing, email, and strategic advertising.
Use a landing page builder or work with a developer to smoothly integrate video.
Avoid mistakes like poorly produced videos, lack of mobile optimization, and burying videos below the fold.

While it does require more effort upfront, video landing pages are worth it for their tremendous ability to engage, educate, excite and convert visitors.

Adding video provides immense value when done right. Follow our tips and maximize the success of your video landing page strategy today!