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Video Marketing

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

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

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Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

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Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

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Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

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Video Marketing

Best Video Marketing Ideas For Festive Season 2020

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Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

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