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How to Use Video on Landing Pages to Delight and Convert Customers

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Imagine a world where 100% of your landing page visitors are instantly enchanted by your company, product, or service and are immediately inspired to take action. Wouldn’t that be magical?

While we can’t quite guarantee that level of performance, we can recommend one simple addition that can help lift your landing page conversion rates: video.

The average landing page conversion rate across the board is only 3% – 5.5% depending on industry… ooof. Adding video as a page element can be a great addition to quickly capture attention, deliver a clear message, and encourage visitors to take action — thus increasing the conversion rate.

The best part? You likely already have great marketing videos that you showcase on your website and throughout other digital touchpoints. Landing pages are another natural place to repurpose your existing library of video assets to support and nurture customers. And even if you don’t have any videos yet, we’ve got plenty of resources to help get you started.

Before we dive in, let’s get on the same page about what we mean with a “landing page.”

Our friends over at Unbounce have this to say:

“In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor ‘lands’ after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.”

While any page can technically be a landing page, these conversion-focused web destinations are designed to encourage a visitor to take action and typically feature a stripped-down or absent navigation, few — if any — links to other pages, minimal distractions, and a crystal clear call to action.

Additionally, these pages are standalone, so they aren’t typically linked to internally via other pages and may not even be accessible via web searches.

Simply put, landing pages are built with one goal in mind: getting a page visitor to take action.

Most online researchers and shoppers are skimmers — they want to quickly and efficiently gather the information they’re looking for to make a decision.

Video allows you to effectively communicate your message and unique value proposition without making visitors sift through written text. Video can also create an emotional connection with visitors and make complex products or services more accessible and easy to digest.

That all sounds great in theory — but don’t just take our word for it. Let’s dig into some data!

According to Wyzowl, a video design agency, 96% of people say they’ve watched an explainer video to learn more about a product or service, and 79% of people say a brand’s video has convinced them to buy a piece of software or app.

This aligns with the 68% of people say they’d most prefer to learn about a new product or service by watching a short video — which came out ahead of other learning tools like text-based articles (15%), infographics (4%), presentations (4%), and ebooks (3%).

“68% of people say they’d most prefer to learn about a new product or service by watching a short video.”

Give online shoppers what they want — a concise, informative, and perhaps even entertaining brand experience through video.

Sure, this all sounds great, but what types of videos actually work best for driving conversions?

Well, that depends on your business and your goal. A landing page for a food delivery service will likely look very different than a landing page for an enterprise software solution.

Here at Wistia, we typically align our videos with the four phases of the marketing funnel.

Where specific videos fit into the funnel is different for everyone — but broadly speaking, a company overview or product demo will likely be a better fit for visitors that are new to your brand and marketing funnel. A case study or testimonial video, on the other hand, is likely a better fit for remarketing or nurture campaigns.

Here are a few of our favorite examples of videos on landing pages.

Company intro or overview

PlanSource, a benefits administration software solution, uses video on their top-of-funnel landing pages to provide a high-level overview of the company, common industry pain points, and how their product uniquely alleviates these concerns.

This video does a great job of clarifying the problem and clearly communicating their solution in a complex industry.

Product demo

For large companies with a full suite of products and services, breaking landing pages down into granular campaigns and touch points is a great way to simplify the shopping experience. Salesforce does this with specific product demos that service as a teaser on their “get in touch” landing pages.

In addition to hyper-targeted demos and landing pages, Salesforce also hosts the full demo library on their main product page for top-of-funnel traffic.

Customer success or testimonial

Social proof is a powerful behavioral economics tool to help build trust with prospects. In other words, it’s the “don’t take our word for it” approach. Add this subtle but important element to your landing pages with customer testimonial videos to give consumers confidence when making a decision.

TouchBistro, a restaurant point of sale solution, places customer testimonials front and center on their campaign landing pages to showcase customer success and instill confidence in their solution.

Deal or discount

When Unbounce updated their pricing and eliminated their free plan option, they knew they wanted to take a very unconventional approach to communicating the change to their existing client base. The goal was to minimize churn and showcase the value of staying on board with a paid plan. They did this through a large-scale communications campaigns with video at the center of the operation.

The entire campaign was a much larger undertaking, but video played a very large role in tying everything together and delivering a clear, compelling offer. And in the end, this video campaign resulted in $660,000 in annual recurring revenue with a 1,000% lift in annual plans (2% to 22%).

Intrigued? Watch the full webinar to see how Unbounce blew their price increase campaign out of the water by using personalized landing pages and fun, engaging videos.

Explainer video

As the name suggests, explainer videos tell viewers what they need to know about your product or offer in a short, easy-to-digest format. They typically focus on a specific problem or pain point and how the company uniquely addresses these concerns.

This example from DemoDuck, a video production firm, is a bit longer of a format — but it worked! The video increased the contact form conversion rate by 64%.

Bonus: Get creative

Don’t forget, video can be a great way to showcase your brand personality in fun and creative ways. If you’ve ever contacted us for a quote, you’ve seen this first-hand with a video we use on our contact confirmation page.

Why take the extra step of adding a video post-conversion? Two words: surprise and delight. We’ve received tons of great feedback since launching the video. People love it, and it leaves a lasting first impression that keeps Wistia top-of-mind.

There are several approaches you can take when it comes to adding video to your landing page strategy; some videos make a great candidate to steal the show with a prominent feature, while others work best in the background with persuasive copy to serve as on-page support.

Here are a few best practices for using video on landing pages.

Use an enticing thumbnail

A thumbnail can make or break your video play rate, and you better believe we’ve tested it. A fun, friendly thumbnail that features a person typically sees a much higher engagement rate than a brand logo or presentation preview.

Opt for inline embed

Though a popover embed is a great way to grab attention, we typically recommend using an inline embed to not overwhelm page visitors. Being too aggressive upfront could scare visitors off the page and cause them to bounce before even considering your offer.

Align video with page content

Consistency is key when adding any media to a page. Make sure the video is closely tied with the overall message or offer on the landing page and that it fits in with surrounding copy and design elements.

Keep it short

While there’s no hard and fast rule for the exact length a video should be on a landing page, err on the side of brevity. We recommend about 30 seconds for an offer, 60 seconds for an explainer, and no more than 90 seconds for a testimonial or overview.

Keep video content above the fold

Do you want people to see and engage with your video? If so, keeping it “above the fold” is the best way to ensure it gets the attention it deserves. How big of a difference can video placement make? We asked this same question and discovered that videos above the fold received up to 50% more engagement!

Make sure the video is optimized for viewing

Having a page that immediately loads all elements without any delays is crucial for maintaining a great user experience, which is one way professional video hosting can step in and help. Keeping your video short will help, as will using professional video hosting. A good rule-of-thumb is to keep your landing page load time under two seconds. Check out this free tool from Google to test your page speed.

Don’t use autoplay

This best practice isn’t exclusive to landing pages; auto-playing videos aren’t considered accessible and they generally don’t provide a great user experience. Don’t force visitors to interact with a video — this could scare them away. Instead, let them engage on their own terms. (Psst — if you are an auto-play enthusiast, consider using muted auto-play instead.)

Include a call to action

What do you want people to do after viewing your video? Likely, the answer is to fill out a form on the page. So why not all this out specifically in the video? Or, better yet, use the video as a way to capture leads. You can also play around with custom videos that physically point to the form on the page as a way to draw attention.

A/B test

When in doubt, test it out. We highly recommend A/B testing your videos everywhere, landing pages included. What can you test? Well, you can test different videos, calls-to-action, video thumbnails, and much more.

If you’re new to video and the thought of getting started is a bit daunting — fret not, we’re here to help.

  • Finally, once you’re ready to level up your video skills, dive into our complete Video Marketing Guide for tips and tricks on how to build and optimize a full video marketing strategy.

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Video Marketing

7 Fashion-Forward Video Series to Keep Your Eye On

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Who said videos about fashion were only made for the big screen? The Devil Wears Prada might be a pretty high standard to live up to, but in reality, tons of brands are already making innovative shows and video series to help move their businesses forward.

In fact, we recently stumbled upon four fashion-focused brands that are all creating entertaining, binge-worthy video series, that even Meryl Streep herself might be interested in watching. Businesses like Vans, Refinery29, Marc Jacobs, and Foot Locker stood out to us as top-dogs in the branded content space because their shows are so clearly focused on attracting a niche audience, which is a key part of executing an effective brand affinity marketing strategy. Plus, they’re just plain fun to watch!

Who doesn’t love a good surf video? Have you ever wondered what it really means to be a “sneakerhead”? Take a look at what these creative brands put out into the world and get some insights into what you can do at your business to make an awesome series yourself!

We bet you know someone in your life who owns a fresh pair of Vans. But if you’re not familiar with the brand, Vans is the original action sports footwear, apparel, and accessories brand promoting creative self-expression in youth culture across action sports, art, music and street culture.

Vans decided to showcase those company values with a video series called Weird Waves, which follows the gnarly journey of Dylan Graves as he introduces viewers to “the weirder side of surf culture and the characters who chomp weird waves.” In two seasons, he links up with people from the underground side of the surf scene to ride everything from waves in wintery Great Lakes to waves formed by falling ice in Alaska. This show is no joke — things get weird!

To successfully showcase what their brand stands for, Vans identified the perfect brand ambassador to be the host for an engaging binge-worthy series. While not everyone can relate to riding waves in unthinkable places like Dylan Graves and his friends, viewers can be entertained and identify with how Vans is a champion of creative self-expression.

In a more fashion-focused realm, Refinery29 is an online media and entertainment hub that appeals to young women who may be interested in style, health, careers, technology, and a whole lot more. To pique the interests of their target audience, they’ve created an award-winning video series called Style Out There exploring “the connections between clothing, community, and culture across the world.”

Style Out There features hosts Asha Leo and Connie Wang as they travel the world to learn more about “the ways clothing has given women a way to speak out, look within, and identify the forces that limit their potential.” In season one, watch Leo dig into Decora style in Tokyo and how it goes against the mainstream, or jump ahead to season three and learn about Afrofuturist fashion with Wang and why it’s more than just a costume for black women.

For someone interested in style, this series goes deeper than the outward appearance of an outfit or accessory. It shows the significance of fashion for people to express themselves around the world.

Now, if you’ve ever wondered what the inner workings of a high fashion label look like days before a runway show, check out Marc Jacobs’ The Making of RUNWAY.

This six-part series follows Marc himself, Joseph Carter, Creative Director of Runway, as well as many of the faces working to run the ship five days before Marc Jacobs’ February 13, 2019 show. From fittings and design meetings to set and music planning, they show you what it takes to make a fashion show a success.

Marc Jacobs is a world-renown brand, but the way they shot their behind-the-scenes footage could be pulled off by any company big or small. Whether you’re aspiring to work for Marc Jacobs or a fan of the brand, this simple series gives you an authentic look at the people, the work, and the creativity that makes Marc Jacobs what it is.

In the fashion industry, Patagonia is famous not only for leading the fight against climate change but also for spearheading the binge-worthy content movement with their visually stunning and thought-provoking documentary series.

To promote their signature line of work-friendly attire, they blended their passion for the environment with the art of storytelling to craft a video series called Workwear.

In this seven-part video series, you’ll meet farmers, eco-friendly automotive technicians, conservationists, fishermen, and more to learn what drives them to work so hard day in and day out and how they protect the environment while doing so.

Even though Workwear is meant to promote Patagonia’s line of work clothing, they don’t draw any direct attention to their products.

Instead, Patagonia focuses on the real reason each person in the video series chooses to make an honest living. And with over 2.5 million views on YouTube, they’ve reached and resonated with plenty of people who share the same “why” when it comes to their work.

Lululemon is an athletic apparel retailer with strong roots in yoga, running, and any other activity that makes you break a sweat and feel great. However, when they think about their marketing, they make sure not to just focus on the physical aspects of these activities. They also make sure to highlight the mental and emotional side of physical fitness.

To celebrate the International Day of Yoga, for example, Lululemon released a video series called Yoga Changed My Life to tell the stories of three people who used the power of yoga to overcome a traumatic experience.

From conquering teenage homelessness to a near-death experience due to a complication from Crohn’s disease, you’ll learn how powerful yoga can be for the mind, body, and soul.

Most athletic apparel retailers try to generate demand for their products by emphasizing the physical benefits of exercise, but Lululemon understands that truly resonating with an audience requires a message much more inspiring than that. You can’t just strive to look good — you also need to feel good.

Nike’s I Am Giannis tells the origin story of Giannis Antetokounmpo, a forward for the Milwaukee Bucks and one of the best basketball players in the NBA.

Giannis is known for having a strong work ethic and bulldog mentality that rivals the game’s most iconic players’. And after watching this five-part video series, you’ll quickly understand how his humble beginnings in Athens, Greece have fueled his fire to reach the upper echelon of the basketball world.

You can’t help but smile as you watch Giannis’s story unfold. From getting selected in the first round of the 2013 NBA draft to attracting thousands of Greek and Nigerian fans to each of his games to designing his own signature Nike shoe — the story is both uplifting and inspirational.

As marketers, we recognize that Nike knows how to tell a compelling story, especially with just a few words. But by venturing into long-form storytelling and spinning a narrative about one person’s life over 20 minutes of video content, they might have just told their best story yet.

After seeing the ideas these brands have come up with, we hope you’re feeling inspired to start creating a video series of your own! Start by figuring out what makes your brand unique and what your current audiences like about you. The next concept for the perfect video series could be right under your nose!

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5 Food and Beverage Video Series That’ll Make You Hungry for More Content

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Do you remember the iconic “how many licks” Tootsie Pops commercials from the 70s? What about the heartwarming snowman that thawed after eating a satisfying bowl of Campbell’s soup?

Many food and beverage brands are famous for their clever and memorable advertisements.

However, only a handful have taken their creativity to the next level and crafted full-scale video series that rival the very TV shows they place their ads with.

We’ve rounded up five of the best video series in the food and beverage world so you can draw inspiration for your next project. Read on to cook up some delicious ideas for your next show!

As the most popular energy drink in the world, Red Bull naturally gears its brand toward pro athletes who participate in extreme sports. One of the ways the company connects with this cohort is by crafting thrilling video series about the world’s most extreme athletes. From a video series about wingsuit fliers to one about the top athletes in their respective extreme sport, you can get your daily dose of adrenaline from a single episode.

But out of all of Red Bull’s video series, the arguably most compelling one is about the athletes who have overcome near-impossible odds to ascend to the heights of their extreme sport. It’s called The Way of the Wildcard.

In this wild video series, you’ll hear from a two-time cancer survivor who holds two world records in cycling, a former prisoner turned Iron Man triathlete, working-class brothers who won a silver medal at the 2016 Olympics in rowing, and many more impressive athletes.

All of the stories in The Way of the Wildcard are naturally chock-full of conflict, which grips audiences from start to finish. And by showing audiences how these athletes achieved their dreams with the odds stacked against them, it inspires viewers to do the same.

Growing up, a day out with your friends during the summer usually included a swim at the pool, a bonfire, and a can of soda. Was there anything more carefree?

Coca-Cola wanted to tap into this nostalgia to forge a closer bond with their audience. Their bold idea? A video series called One Last Summer, which follows a group of incoming college freshmen as they enjoy their last summer together.

Throughout the four-part series, you’ll learn all about this friend group’s future plans, watch them cross off their summer bucket list, and navigate the complexities of their high school romances.

Each episode of One Last Summer focuses on a single character. This approach allows you to get to know them personally, understand the dynamic of their friend group, and understand why it’ll be bittersweet for them to split up when it’s time to go off to college.

One Last Summer is sure to transport you back to your most carefree days as a teenager — and it might even persuade you to crack open a Coke while you’re at it.

When you think of Cadbury, you most likely think of rich, creamy chocolate. And when you think of chocolate, you might reminisce on the good old days when your mom or dad would slip you a piece of chocolate after dinner.

That’s why Cadbury decided to create Families Reunited, a video series that aims to reconnect parents with their teenage children by giving parents a crash course on their children’s passions.

In this two-part video series of 20-minute episodes, you’ll watch a dad learn how to pop a wheelie on a BMX bike just like his son. Then, you’ll watch a mom learn how to conquer the ice and figure skate with her son. At the end of each episode, the parent ultimately proves to their kid that they’re not as different as they think. Even better, they can also spend time bonding over a shared passion.

Almost every parent goes through a rough patch with their kids, especially when they’re teenagers. But Families Reunited lets parents who have drifted from their kids know that they’re not alone. It also inspires them to truly understand their kids before they try to rekindle their relationships with them.

Known for their fun, playful brand identity, Taco Bell stuck to their guns when they released The Taco Bell Show. It’s a game show that features celebrities — including Drake Bell and Spencer Pratt — known and loved by Taco Bell’s young target audience.

On the show, the host and the guest celebrity play Taco Bell-inspired games, like “Diablo Dare.” It’s Truth or Dare, but instead of doing a dare, participants have to drench a tortilla chip in diablo sauce and eat it. What a creative way to plug two of their products into one game — kudos, Taco Bell!

The Taco Bell Show draws you in from the beginning by immediately informing you what it’s all about — a game show with celebrities. It then keeps you glued to your screen by having the celebrities play fun, creative games. If you ask us, that’s definitely a recipe for binge-worthy content success.

Another brand that leans on humor and lightheartedness, Kentucky Fried Chicken released a series of satirical Shark Tank-esque pitches for outlandish business ideas called KFC Innovations Lab. These ideas include Colonel on Ice, a bow tie that also serves as a GPS locator, and a walking cane that doubles as a remote control for your TV.

All of these pitches relate to KFC’s founder Colonel Sanders in a creative way, which makes the video series one of the funniest in the food and beverage industry. After watching it, you’ll laugh so hard that you’ll work up an appetite, and KFC hopes it’ll be for some of their famous fried chicken.

Crafting a creative and compelling video series is just like cooking. It’ll be hard. It’ll get messy. And there’s a chance you might burn the dish to a crisp. But, hopefully, with these examples, you can put together a recipe for a video series that will please your audience’s palate.

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Video Marketing

Announcing “Built to Last”: An Audio Conference from Buffer and Wistia

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If you’ve watched an episode of Brandwagon or tuned into our Change the Channel event last year, then you know there’s nothing we love more than talking to people about what it takes to build a great brand. And now, we’re super excited to continue that conversation with Buffer, a social media management platform, throughout Built to Last — a free audio-conference for brand builders.

Taking place on August 19 and 20, this first-of-its-kind conference will feature guests (including our very own Chris Savage!) from companies that are invested in building stronger brands and creating compelling content in all forms. If you’re looking to learn how to foster organic growth, take marketing risks, or develop an audience of engaged advocates — this conference is for you.

Attending a marketing conference once meant spending an entire day in a windowless ballroom or glued to your computer screen for hours on end. By leveraging the power of podcasts, our conference sessions will be available for your listening pleasure no matter what you’re up to.

Wait a minute — what does an “audio-conference” really mean?

We’re taking the concept of an in-person conference and delivering it as a podcast. Built to Last attendees will receive access to a private podcast feed where we’ll release seven episodes over the two-day conference. Each episode will feature lessons and insights to help you craft memorable content and campaigns that create devoted audiences.

By signing up to attend this conference, you’ll get access to the content in real-time or on-demand (with show notes!). We encourage listening while making a meal, getting some fresh air, or moving your body. In other words — you do you!

Beyond the podcast episodes, we’re encouraging attendees to join our private community to network with each other, participate in facilitated discussions, and interact with select speakers live. Simply sign up to attend Build to Last and you’ll be invited to join — simple as pie.

We hope you’ll join us for this interactive podcast experience. If you’re as pumped as we are, then head on over to the Buffer site to register, see the full list of speakers, and get all the conference details. Oh, and be sure to charge those headphones so you’re ready to rock ’n roll!

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