Aleen Brownfield 31 January 2017

Categories Advertising, Strategy & Operations, Video advertising

Investing In A Landing Page Explainer Video

If you are not already familiar with a landing page explainer video, it’s a video that helps explain what you are offering on your landing page...

Landing pages have an ulterior motive – To delink ‘potential’ from ‘customer’; to convert a visitor into a customer. It is where your website demands a 100% focus from the visitor on the Call-To-Action. It is the charismatic hero of your marketing story. 

Why, then, would you compromise the convertibility ratio by loading this page with just text and graphics?

Speaking of Conversion Rates

As per superkrush 80% of your online visitors will watch a video, while only 20% will actually read content. Our brains process visuals (videos, images, infographics) 60,000 times faster than text. A Landing page video is two to three times more likely to attract visitors as compared to a page without a video.

These statistics are encouraging enough for marketers to prefer an online marketing video over white papers, surveys, case studies, e-books, webinars and even live demos.

Here are some great examples of video landing pages for inspiration.

Need we stress more on the value of a landing page animation video? 

Placement of your video  

For the uninitiated, here are a few things to remember about placing a website explainer video on your landing page: 

1.    Placement: A verbose top half of the website means most of your visitors have already dismissed your page and moved on to another! Never place a video on the bottom half of the page; always, always place it at the top - after the title and introductory content, but within the first view of the average distracted web page visitor. 

2.    Length: Attention spans of the millennial are lower than that of a goldfish. This makes it all the more necessary for a marketer or a business owner to get-to-the-point while they still have attention. Desktop viewers tend to watch a video for 2 minutes or less; mobile users tend to watch it anywhere between 2.4 to 5 minutes. This means your video should never be longer than 3 minutes and must deliver your key message in the first 30 seconds! 

3.    The Story: Everyone loves a good story. It keeps the entertainment quotient high for the viewer and ensures that they stick around to watch your video, aka, learn about and develop a strong recall for your product. It’s a great way to build empathy with your audience and contributes to an increased conversion rate. 

Promotion:

Now, there is also a double edge benefit to creating a landing page video. Isn’t it ridiculously easy to share a video these days?

How many do you remember sharing on your Facebook or LinkedIn page? How many friends, colleagues, and acquaintances shared a video today? Videos are shared 1200% more times than links and text combined! 

That said do not forget to embed a social sharing button to the video on the landing page. 

Videos offer free publicity over the World Wide Web. That’s a magnanimous reach, unparalleled by any other form of content marketing technique. Plus - it’s free of cost and generates one of the highest returns on investment! 

The video is the most simple and effective way to communicate what your product or brand is about. Most viewers associate brands in a positive light after watching interesting video content about them. If you haven’t done so already, magnify the positive outputs of your landing page by creating a professionally made landing page explainer video.