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The Impact of Video on Landing Page Performance 

Table of Contents

Many people feel overwhelmed by the amount of media content they consume in various formats through multiple channels. With competition so fierce and attention spans shrinking at a fast rate, it’s becoming increasingly difficult to pique viewers’ interest.

A video landing page can be a great marketing tool to captivate your audience from the very first click. Why? Videos are easier to perceive than written content. As a matter of fact, people remember 95% of the information they see in the video, compared to just about 10% when reading the same message in the text.

There’s an art and science to incorporating video into a landing page to create an optimized user experience. Read on this article to learn about the best practices for making your landing page with video a high-converting one. You’ll also puzzle out various types of videos on landing pages and the multifaceted benefits they bring to businesses. As a bonus, we’ll guide you through creating content with an easy-to-use AI-powered video generator, Hour One.

Video Landing Page: The Wow Effect in Design

As the name suggests, video landing pages are web pages that use video to engage visitors and convince them to take a desired action, such as signing up for a newsletter, downloading a resource, or making a purchase. In some cases, videos can be the centerpiece of a landing page. Other times, they act as complementary elements alongside copy and images to convert visitors.

There are various styles of locating videos on a landing page. They typically fall into the following categories depending on their position:

  • Above-the-fold or hero videos show up on top of a landing page where you would display a header image or a brand’s mission statement. These videos are great for adding dynamics and originality to the header part. Since it’s the first thing people see after landing on a page, invest time and effort in making this video content eye-catching.

For instance, Mosaic places the promotional video at the top of the page, encouraging visitors to request a demo.

Screenshot taken from Mosaic

  • Visitors find below-the-fold or support video as they scroll down the landing page. Judging from the name, this type of content supports other elements and is perfect for summarizing a point or driving home a message rather than being the highlight of the page.

Case in point, Webflow features its demo video in the third fold. Meanwhile, an eye-catching CTA button appears above the video content, inviting viewers to get started for free.

Screenshot taken from Webflow

  • A background video amalgamates with a landing page design, emphasizing crucial elements like a piece of text, submission form, or headline. These videos are more abstract, shaping the vibe and drawing visitors’ attention to the important information on the page.

Look how Lemonlight instantly grabs viewers’ attention with a compelling video that auto-plays in the background and creates a dynamic atmosphere.

Screenshot taken from Lemonlight

  • Pop-up videos, also known as lightboxes, enable you to incorporate several videos on a landing page. The video shows up after a visitor clicks a button, text, link, or thumbnail. This approach allows people to choose whether to watch the video or not without causing clutter on the page.

For example, CrowdStrike features each of the three explainer videos as a separate card. Visitors have the option to watch a pop-up video after pressing the play button or get more info about the product by clicking the “Learn more” link. 

Screenshots taken from CrowdStrike

Videos are an effective means of communication with your audience. They can instantly hook visitors, providing a more immersive experience. Plus, video content helps explain complicated ideas in a simple way and connect emotionally with viewers. These are not the only benefits of incorporating video in landing pages. Let’s discuss all the advantages in the section below.

Benefits of Utilizing Video on a Landing Page

A video landing page is integral to a successful marketing strategy. If you’re still in two minds, just look at the numbers. Approximately 40% of marketers say video is the number one landing page element that influences conversions.

Screenshot taken from Hubspot official website

Here are the top reasons why creating a compelling video landing page will be one of the best decisions for your business:

  1. Videos increase engagement. They’re inherently more captivating than static content, like images or text. This is because videos are dynamic. They blend visuals, sound, and motion to tell a compelling story or display a product in action. Due to their multidimensional appeal, videos make the viewing experience more absorbing and memorable for the audience.

Moreover, videos are more persuasive than plain text. In fact, 82% of consumers recognize video as the key factor in their purchase decision.

  1. Videos boost conversion rates. Video is a powerful tool as it can simultaneously show a product in use, explain a service through a story, and visually demonstrate the value proposition. By offering an immersive experience, videos on landing pages foster trust, pique interest, and effectively guide visitors toward taking a desired action.
  1. Videos promote trust. By showing products in action, introducing staff members, or providing behind-the-scenes looks, videos demonstrate openness and honesty about what a brand offers and who stands behind it. This transparency is priceless in an online world where trust is hard to earn.

Besides, the synergy of sound, visuals, and storytelling makes videos a valuable instrument in evoking emotions, establishing strong connections with visitors, and turning them into loyal clients.

  1. Videos explain complex ideas in a straightforward manner. This capacity is particularly valuable for originally complex or technical products or services. With visuals and clear explanations, videos can communicate information in a way that’s easier to comprehend, making your offer more appealing to potential buyers. As many as 96% of marketers state that videos have enhanced user understanding of their product or service.
  1. Videos improve SEO rankings. Video is an engaging medium, encouraging visitors to stick around and watch. The longer people dwell on a landing page, the higher its SEO rankings are. Additionally, Google’s algorithms put a high value on video content. That’s why, if you want your landing page to have leading spots in the SERPs, consider embedding video in it.

Types of Landing Pages with Video

Video landing pages come in various formats. Each category serves a specific purpose and marketing objective. The most common types include:

  • Product demo landing pages are designed to display how a product or service works. They typically include a video or interactive elements demonstrating the product’s features, benefits, and applications in real-life situations. The primary goal of this landing page type is to inform and convince potential customers by conveying the product’s value and how it addresses user pain points.

Screenshot taken from Toast

  • Animated explainer videos are an absolute winner in the B2B realm. These landing pages help decode complex abstract ideas and notions in a simple and entertaining way. They use storytelling, characters, and colorful graphics to engage users, connect with them, and break down information into digestible pieces for a better understanding. These landing pages are perfect for introducing new products/services, highlighting their key benefits, and addressing common customer concerns.

Screenshot taken from Imperative

  • The best way to share success stories is through testimonial video landing pages. Unlike written counterparts, video testimonials are more effective in engaging prospective customers because they’re authentic. You get to see and hear from real people about their rewarding experiences with a service or product. This type of social proof immediately resonates with your target audience, increasing trust and credibility. 

Screenshot taken from ActiveCampaign

  • With how-to or tutorial videos on landing pages, visitors get step-by-step instructions or guidance on how to use a product/service. This type of landing page is especially useful for products that require some level of explanation or demonstration to fully grasp their value and functionality.

ConvertFlow’s tutorial demonstrates how to seamlessly create, customize, and publish landing pages with the help of its user-friendly visual builder, which doesn’t require any coding knowledge.

Screenshot taken from ConvertFlow

  • Brand videos are designed to reveal the company’s story and what it stands for. Their ultimate objective is to connect with the target audience and evoke feelings of trust and loyalty by presenting the brand’s values and unique qualities. 

This video landing page example displays Shopify’s story and its impact on entrepreneurs. The video automatically plays in the background and smoothly integrates with the CTA buttons and text.

Screenshot taken from Shopify

No matter what type of video landing page you create, think of your audience, goals, and message. A well-crafted video speaks directly to viewers and compels them to take a desired action. 

Tips for Enhancing Landing Page Performance with Video

Can you imagine that embedding video content in a landing page can boost conversions by 86%?  It seems a great idea to jump at. However, before rolling up your sleeves and generating ideas for a winning video, you first need to know how to do it right. Here are the best practices for high-converting video landing pages.

Keep it Concise and to the Point

People have short attention spans, about 8 seconds on average, which is less than a goldfish. That’s why your videos should grab viewers’ attention immediately and keep them involved until the last minute. According to Vidyard, 66% of visitors will watch a video till the end if it’s no longer than 60 seconds. The viewing time drops as the video duration extends. 

With that being said, make sure your video doesn’t exceed a 2-minute timeframe. Also, do your best to engage viewers from the very first seconds. Think of an attention-grabbing hook to start your video with. It can be a strong statement or a compelling question. You may hint at something valuable, assuring visitors they’ll learn unexpected news by tuning in.

Steer Away from Auto-Play

At first glance, adding auto-play videos to a landing page might seem a good idea. However, they can cause more harm than good regarding user experience. No one likes to be bombarded by videos they didn’t search for. 

Once users bump into a video that plays automatically, they get easily distracted and will probably skip your main call to action. If there’s no way you can do without auto-play videos, consider keeping the sound off by default. Give viewers an option to turn up the volume should they wish.

Auto-play videos are akin to pop-up ads that people usually find annoying. Moreover, videos slow down page speed, which hampers a seamless user experience. If you want visitors to stay longer on your landing page, removing the auto-playing function is preferable.

Insert In-Video CTAs

CTAs are an absolute must in your video landing pages. After all, the whole point of adding videos is to drive conversions. You don’t want visitors to leave the page without taking the desired action. So, create video content that leads prospects into the sales funnel and makes it clear what steps to take afterward.

In-video calls to action may come in the form of verbal messages (for example, the narrator prompts viewers to take specific actions) or graphic end screens. Don’t overload videos with CTAs and requests. Make them clear, concise, and visually appealing. Also, provide direct links wherever possible.

Ensure Fast Loading

As we mentioned earlier, videos can negatively impact your landing page speed. Slow loading time decreases your Core Web Vitals scores, which in turn can hurt your SERPs since Google considers Core Web Vitals to be a significant ranking factor.

One of the most efficient ways to enhance your landing page speed is to embed video using an external provider, like YouTube, Wistia, or Vimeo, rather than self-hosting it directly. Given that most video players stream content through JavaScript instead of integrating it into the site structure, it allows loading native elements like text and images prior to video content. This method, known as an asynchronous loading sequence, ensures the overall page loading time is not constrained by video files.

Optimize for SEO

In case you forgot, videos have a huge potential to rank. They can attract more visitors and increase awareness, in addition to boosting conversions. It’s crucial to follow these SEO practices, making sure your video landing page is discoverable online.

  • Add captions and transcriptions for videos with sound and dialogues because search engines can use this text to grasp the content of your video.
  • Include metadata. A meta tag is a text description of what the video is about. This information assists search engine bots in crawling and indexing your video efficiently, allowing people to find it online.
  • Create a sitemap. This method is good to follow since sitemaps contain tags for the video metadata and help search engines discover and index video content on your landing page.

Consider Video as a Powerful Supplement

While video is the central hook in your landing page, don’t rely solely on it. There should be other strong elements on your page as well. Work on a headline, compelling copy, a clear call to action, and attractive images to guide visitors to a desired action after landing on the page.

Ensure that your video and landing page copy convey the same information. This way, no matter how prospects choose to consume info, they’ll understand your offer clearly.

Perform A/B Testing

There’s always room for improvement. If you want to know what strategy works best for your landing page videos, go for A/B testing. The process involves analyzing various aspects of the page, including the type of video used, its length, load time, autoplay feature, etc.

By running A/B tests, businesses can determine which landing page versions generate more clicks, have lower bounce rates, and drive more conversions.

Right Software for Generating Videos

Amidst a vast array of tools for creating video content, it might be difficult to settle on the best option. The choice heavily depends on multiple factors, including your marketing objective, budget, the technical complexity of the software, its customization options, set functionality, customer support, and training resources. 

The right video generator can significantly influence landing page performance by enabling you to produce engaging, high-quality videos that hold viewers’ attention from the get-go and encourage potential clients to act. With the rise of AI, video creation has transformed from a time- and resource-intensive into a hassle-free process. That’s great news for small businesses and entrepreneurs who can’t afford traditional video production because of a tight budget.

Multiple AI-powered video generation platforms are available on the market: Pictory, InVideo, Movio, Synthesia, and Hour One, to name a few. These tools empower business teams without design and editing skills to make professional-quality videos at a fraction of the cost. Their extensive capabilities include converting text prompts into complete videos, adding sound effects, images, animations, and texts to videos, auto-generating transcriptions, and more.

However, focusing entirely on AI solutions isn’t the best option. If your company has enough funds, consider investing in original video production. Unique content is an absolute winner in captivating your audience, building emotional connections with them, and enhancing brand credibility.

Video Production with Hour One 

Hour One is a cutting-edge solution fueled by AI to produce videos of all kinds, including corporate presentations, product videos, social media ads, and marketing campaigns pretty effortlessly. With Hour One, there’s no need to be tech-savvy to generate compelling video content. See it for yourself.

Step 1. To get things rolling, you need to create an account. After successful authorization, users access a comprehensive and interactive dashboard.

Step 2. Press the Templates tab. Here, users will find a rich collection of pre-made video templates they can customize to match their brand identity. 

Choose the necessary category for video creation: sales, marketing, eCommerce, human resources, etc. Select the template you like, and you can start creating a video.

Step 3. Let’s say you want to craft a product promotion video for your eCommerce store. Give a name to the file, choose a folder to organize it in, and use the selected template.

Step 4. After pressing the “Use template” button, you’re instantly redirected to the reel’s editor. Here, you can tweak the layout for each scene, play with different formats and ratios to fit your publishing platform, customize the colors and branding of the template, add music, your logo, images, and video, write the perfect text with a popular feature known as Script Wizard, and more.

Once you’ve generated the desired video, preview it. If you like the result, download, copy the link, or share it. By adding team members to the workspace, you can seamlessly produce and collaborate on videos at scale.

Create a Video Landing Page that Converts

Generating videos for a landing page is a powerful marketing practice. Due to their dynamic nature, videos have the power to engage viewers more efficiently than static content, seamlessly guide them toward a desired action, and ultimately boost conversions.

Creating high-quality content is no longer a time-intensive and resourceful task. With today’s tools and platforms, marketing teams can effortlessly produce captivating videos that resonate with their target audience and deliver the value proposition in the most effective way.

About the Author

Kate Parish

Kate Parish is the chief marketing officer at Onilab, a full-service eCommerce agency focused on Magento. For more than eight years, she has been working on diverse marketing strategies and activities. In her pursuit of top-notch marketing solutions, Kate is constantly exploring the topics of SEO, branding, SMM, PPC, and Magento PWA development.

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