Written by Rob Toledo on 05 August 2013
If you're building a landing page, you should also be creating a video to be a part of that page. The many benefits that video brings to a web page are too valuable to pass up for a boring, solely text-based page. You may not know where to begin when developing a landing page video, so here is a guide to doing it easily and effectively.
The Benefits of Using Video for a Landing Page
Most internet users prefer watching a visual illustration to reading long blocks of text. Since eye-tracking studies show that users don't read textual content thoroughly and instead scan it; they are more likely to retain valuable information from a video that distills a lot of information into a digestible format.
Users are also more likely to watch an entire video, as opposed to skipping over a lot of information in text, so they stay on your page longer - ensuring that your brand message is received.
Drives conversion rates
Because of the increased engagement that comes with video, users become more interested in the product or service, leading them to reach your conversion goal. Videos are easy to share on social networking sites, so they can quickly generate leads. Several brands have seen drastic spikes in conversion rates after adding video to their landing pages.
By providing a more relatable and personal interaction through a video, and perhaps even featuring yourself or other company employees, users feel more connected and comfortable with your brand.
Some Things to Consider
Before getting started, it's important to make sure you're using the right content for your video. If your goal fits any of the following topics, you have the substance for an effective video.
- Promoting a specific product or service
- Content with personality (i.e., creative, funny, etc.)
- Providing instructions or demonstration
- Relaying information
- Covering life events/news story
After establishing your goal, determine who your target audience is and tailor your content to meet them where they are: whether they're new to your brand or are experts in the field your product serves. Get prepared to explain your goal thoroughly by articulating what your audience will get from the video, and how they'll get it.
The next step is to decide what kind of video will best serve your purposes. Different types include screencast, animated explainer and live action video. If at this point you still don't know much about video or how to use it to serve your brand, follow this guide to marketing YouTube videos to gain an understanding of what the process will require of you.
This type of video involves creating a digital recording of computer screen captures. Often accompanied by audio narration, this is a great solution for showcasing web or mobile apps in action or giving tutorials.
There are a few different ways to create a screencast. You can design images with several layers and then splice them so that each hidden layer is revealed to result in a sense of movement. The same can be done with clips of live action video or animation so that they look sequential. You should write a script before doing narration to promote a smooth flow, and overlay the audio after the screencast is complete. This will allow you to have control over the timing and coordination.
A great software option to enable you to put the screencast together is Screenflow. It allows you to easily record your screen and audio content, edit your video and share it on your website, blog or YouTube - complete with a free trial.
This screencast for Paper showcases its product by combining several clips into a creative progression. It effectively communicates its message without even using narration.
If you have a particularly complex subject to convey to your audience, consider creating an animated explainer video. This approach can be a bit more time intensive, but if you're an expert at Adobe After Effects, this is an opportunity to reveal your creativity while you condense a subject into an animation. By making your subject understandable, you allow users to connect with your brand more quickly and become more confident in their decision to convert.
CrazyEgg is a great example of how a quality script and entertaining animation keeps users engaged while conveying a lot of information.
Similar to a talking head video, this method leaves more room for creativity; instead of sitting in front of the camera and talking, it provides an opportunity to reveal your brand's personality and communicate your message in a way that entertains your audience. By featuring yourself or someone else connected to the brand, you build trust and confidence within your audience. This is one method where excellent sound and script are important, as well as good choices in location, equipment and talent.
This video for SpringPad shows the many creative possibilities that come with a live action video.
Whichever kind of video you've decided to create, the same general process of developing it will apply.
1) Write the script (or choose the music)
As mentioned, a well-written script plays a big part in enabling a smooth flow in your video's content and timing. When writing a script, here are some tips to remember.
- Talk about something specific, rather than vague. For example, a personal story or testimonial engages the audience and can tap into their emotional side.
- Keep it short. A good rule of thumb is to shoot for about 60 seconds.
- Keep it simple and don't overwhelm the viewer with wordiness or confusing language.
If writing is not one of your strengths, consider hiring a freelance writer from Scripted to help.
If you choose to only use music, be wise in your choice and make it fit the tone of your branding and message.
2) Create the imagery
This is where you'll use the approach that you've decided to animate the script with, whether it's with your computer or video camera.
3) Edit the video
Record the audio portrayal of the script and overlay the recording after you've put together the visual aspects of the video. Correct any mistiming or long pauses so that all the content flows together.
4) Embed the video
Now incorporate your completed video into your landing page. You can do this through services like Landerapp or Jing. To increase the effectiveness of your video, add a call-to-action to make clear what its purpose is and what the user will gain from it.
Take a look at these successful landing page videos for inspiration and insight into what other brands are doing.
Now get ready to see some excellent results from the advantages your video will add to your landing page!