How to Use Video Landing Pages to Engage and Convert Your Audience
Video landing pages combine two tried-and-tested tools of online marketing content: the landing page and the video. Basically, it is a succinct, stand-alone web page that you have embedded a key video into.
In a video landing page, the copy and video work together to achieve a particular job that you need done by the content. This may be anything from educating the audience to getting them to make a purchase.
There are numerous reasons why you would want to use this particular form of video distribution, covered elsewhere here and on other sites. Refer to those to decide if it’s right for the outcomes you want to achieve.
The Landing Page
A landing page a specific type of web page designed to provide a specific value-generating experience for both you and your audience. It differs from other pages, say a portfolio page, online knowledge base entry, or about page. in that it has one clear, highly focused topic and an equally focused “mission”--getting the audience to take a specific action.
The landing page is copy-based (ie. text), and may or may not contain relevant visual content in addition to the video. This copy contains context for the video as well as other language and modules (such as contact/information submission forms, ecommerce modules, etc.) that you’re using to facilitate your goal.
The video contains the core message around which the video landing page is based; it provides a key audiovisual experience that goes beyond the informational and/or persuasive content in the text portion of the landing page.
This can be a promotional video, an educational video, or any other type of video; the most important thing about it is that the deepest and richest information of the video landing page lives in it.
(For the purposes of this article we assume that you have already designed your video and we focus below on how to best use it in a video landing page; we’ll cover more about how to plan and design a good video in a separate article.)
Below, we’ll cover some of the basics of what you’ll need to do to create a solid landing page that will help you achieve your goals.
The Structure of Video Landing Pages
You may have heard this classic adage on how to present effectively: “First tell them what you're going to tell them; then tell them; and then tell them that you've told them.”
The same thing applies to your landing page. This three-part structure draws its strength from repetition and should build towards the action you want the audience to take once they have experienced and processed the content.
Part One: Tell them what you’re going to tell them
This is essentially contextualizing the video and identifying the point of the video highlighted on the page.
You will want to keep this introduction short. As a rule of thumb, if you are using introductory text above or just below where you have embedded the video, you should keep it to three sentences or fewer.
It’s also possible to use only the landing page’s title to handle this preliminary scene-setting, if you feel it’s appropriate.
What you want to achieve here is simple: get the audience to watch the video.
Your introductory copy should nail down what the audience will gain from watching the video (the point of the video and why they should watch it).
If possible, tease answers to questions that are answered in the video that you know your audience is interested in, or even pose a question or questions that are answered in the video. In general, you want to build suspense here by withholding key information that your audience finds valuable.
Part Two: Tell Them
The video tells the audience the most important, engaging, and detailed information.
Since the video is the key feature of the video landing page, you want this to be as close to the top of the landing page as you can get it (above the fold).
You want your audience to do as little scrolling as possible in general, and this is especially the case in providing them the ability to easily click the video.
This being said, you want to avoid having the video autoplay, as audiences typically don’t like this and may react negatively.
Optimally, you should have the video above the fold on the page (if the page extends below the page) and choose a compelling thumbnail for the video.
There is some literature on how best to do this elsewhere, but in principle you want to choose one that makes the audience think, “what’s going on here?”, or “I want to learn more about what I’m seeing in this one frame”.
Finally, choose a size for the video that accommodates multiple screen sizes, from mobile to desktop. Typically the video player will resize down automatically for smaller screen sizes, but not up for larger ones, so choose a player size that looks comfortable on a desktop screen without crowding out important copy or pushing it beyond the fold.
Part Three: Tell them that you’ve told them
The text below or to the right of the video is where you prompt the value-creating / value-reinforcing actions that you want the audience to take.
Through the copy here, you should reinforce what the audience just learned or experienced, why they just experienced it, and what can they do with the new knowledge and feelings they have post-viewing.
Your text here should include a clear call to action related to what the purpose of the video landing page is.
For example, if you are featuring a sales/promotional video for a product, place the lines of text containing the call to action below the video along with the purchase form(s) and button(s); if you have featured an educational video and want to test how much the audience got out of it, you can place a short quiz or question submission form below or to the side of the video and ask them to submit their questions/answers in the copy.
Here are two some examples of the structure in use:
Make sure to choose the channels most appropriate for your needs and focus on taking steps to promote the video landing page accordingly based on the channel. Video landing pages’ audiences may come from any of the traffic channels typically seen on the web (organic, referral, paid ads, social, email), and depending on your needs.
While tracking and analytics is somewhat outside the scope of this article, we recommend tracking both the performance of the the landing page itself (traffic, conversion, etc.) and that of the video (engagement) over time to gauge the impact of the content on your efforts.