A landing page is a gateway to your business, whose goal is to convert your potential customers into real customers.
You will agree with us then that it is one of the most important pages of your business, where every factor must be taken into account with care.
The design, the copywriting, the format, the images… all of them must be well worked to optimize the conversions to the maximum.
However, for some time now, there has been an element that stands out above the rest, and whose results in landing pages you cannot ignore if you are looking to improve the results of your business.
That element is none other than the video.
According to the Renderforest portal, videos on landing pages increase conversions by up to 86%.
Can you imagine that out of every 100 people that come to your landing page, 86 become customers? Well, imagine it because it has been proven.
Besides, this portal gives more data in favor of the use of the video you are sure to be interested in:
- 51% of businesses say that videos increase traffic, and 70% say that they increase brand awareness.
- 88% of businesses that use video on their landing pages report a positive return on investment.
- 44% of people are more likely to buy a product after watching a video about it.
Knowing this data, I imagine you no longer have any doubts about adding videos to your landing pages.
However, you may have doubts about how to create those videos in a way that will increase your conversions and sales.
But don’t worry, because in this article we will answer the most common questions we have been sent about videos in landing pages.
And we will even introduce you to the best platforms with stock videos so you can create videos that generate sales.
Do you want us to start?
Then let’s do it!
Benefits of using video in landing pages
Despite the data you just learned, which shows that the use of video on landing pages is practically mandatory, there are still few companies that take advantage of video on their landing pages.
If you’re reading this, it’s because you don’t want to be one of those companies that lose money by not using video.
However, I want to give you more reasons to be 100% convinced of the advantages of using video on sales and landing pages.
Content easier to consume
First of all, you must realize that humans are usually (a bit) lazy.
After all, people would rather see than read.
And if not, why do you think we’ve been glued to the TV since the middle of the 20th century?
We like to sit back and get it all done, which the video format does perfectly.
Proof of this is that YouTube is the second most used search engine after Google, something that clearly shows the increase in video consumption.
As we said, it is much easier (and effective) to consume content in video format than in any other format.
Our innate convenience makes us prefer to click ‘play’ and be told everything than to read the content of the page.
Secondly, and very related to the previous point, is that the video on a landing page is presented as an interactive summary of the content of the page.
In other words, in a few minutes of video, the ideas of all the content of the page will be presented in a summarized way, as well as the products or services that you want to present to potential customers and their advantages.
With the video, the client will not need to scroll down for a long time, but will have the information he or she needs in a shorter way.
Therefore, they will take the action we want them to take more effectively and in less time.
Provides greater confidence
When a potential customer reads the content of a page, it is very likely that, if it is good content, it will end up turning him into a final customer.
However, people like to be able to humanize companies, know who is behind them and put names and surnames to those people.
The video guarantees to achieve this task of introducing you and the members of your company to increase the confidence of potential customers.
Something that will undoubtedly result in increased conversions and sales.
The truth is that we could continue with the advantages of using video on a landing page.
However, at this point, we don’t think you need any more reasons to start using it yourself, right?
In that case, let’s answer another one of the big questions that have probably been on your mind lately.
What should I take into account when creating my landing page with video?
Before starting the video for your landing page you should take into account some factors and establish some guidelines.
We have divided them into 5 to make them easier to understand.
Before creating a video you want to know why you are creating that video, and that “why” is not “to generate conversions and sales”.
You must know that ideal client for whom the landing page will be designed, as well as you must know their fears, their problems, their concerns, etc.
In this way, you can focus the video to present your particular solution to solve those fears, problems or concerns, which will be nothing more than your products or services.
The goal of the video, in the end, is to convince him that your solution is the best one to solve his problem.
Remember when we said that we humans are innately a bit lazy? Well, we also got bored quite easily.
In that case, you should present the content of the video in the most concise way, showing all the relevant information in the shortest time possible.
It will not be necessary to present every feature of your product or service and explain it in detail, but rather to “get to the point” and quickly with the benefits that your solution will generate.
Do you think your potential customers would see your video if it was at the bottom of your landing page?
If the answer is “no“, you are right
As we have said before, we are a bit lazy to scroll.
Therefore, your landing page’s video should be one of the first things your customers see when they land on your page.
This way, you will ensure a higher click rate on the video, and therefore, a higher number of conversions and sales.
Surely the following scenario sounds familiar:
You enter a landing page and all you find is information about the company, its products, and services, making you see that they are more important than you and your problems.
This practice is one of the worst practices that can be carried out in the landing pages.
Lacking empathy and interest in your client and their difficulties is often the first step in limiting your conversions.
Therefore, in your video, you should present the information in such a way that it is focused on the benefits that the customer will obtain when acquiring the product or service, and not so much on its features and functionalities.
In addition to you, your team and your product being able to appear in the video for your landing page, it is also recommended that more people appear doing or enjoying the benefits that your product brings.
To do this, it is essential to use stock videos: attractive clips with different themes that bring dynamism to the project and are necessary for the narration of the final video.
In other words, they are the mini-videos you need to make your final video more dynamic, persuasive, and to increase conversion.
You’ve probably seen these types of clips in hundreds of videos but you haven’t stopped to analyze them.
Here’s a couple of examples to help you understand.
If your product helps your client to make money, using clips in your video with people enjoying luxury or a good life will help your client to be projected in the future just like them, something that will help them to end up acquiring your product.
Or if your service helps your customer to have whiter teeth, you may want to use stock clips with men and women whose teeth are perfect. Because that potential client also wants to have those perfect teeth.
Do you understand now the importance of this type of clip for your video to be a success?
Now let’s see where you can find the best stock videos on the Internet.
Stock videos for landing pages: the best platforms
Throughout the Internet there are many websites with stock videos. However, at Legis Video we will only present you the 3 best platforms with stock clips.
Because you want a quality video that increases conversions, right?
In that case, take a look at the following platforms and choose the one that best suits your needs.
Artgrid is one of the platforms with the youngest and most potential stock videos in the market.
Created in 2019 and supported by its big sister Artlist -dedicated to stock music-, it has managed to make a place among the most demanding content creators.
It has a tremendously intuitive web design in which it will be very easy to find the clips you need.
In addition, to ensure that they are the best option when it comes to complementing the video on your landing page, they offer three different plans:
Artgrid Junior HD
Artgrid Creator 4K
Artgrid Pro RAW/LOG
$24,92 per month
($299 billed annually)
$39,92 per month
($479 billed annually)
$49,92 per month
($599 billed annually)
Universal Artgrid License
Universal Artgrid License
Universal Artgrid License
1 year subscription plan
1 year subscription plan
1 year subscription plan
ProRes / DNxHR
ProRes / DNxHR
Clips RAW / LOG
Are you clear on which one to choose or do you need help?
In any case, let me tell you that they have a promotion for new customers.
If you subscribe through this link, they will give you two months of Artgrid free.
Do you want to use the best stock material for your video and save money?
Then don’t think too much longer and subscribe.
Talking about Envato Elements is to talk about one of the references when it comes to digital goods markets.
Its main purpose is to provide freelancers and companies with the creative resources they need to improve their customers’ experience and increase sales.
In its extensive library you can find everything from photos to WordPress plugins, HTML templates, audio files and, of course, stock videos.
Within all the possibilities offered by Envato Elements, you can easily find the videos you need. You will only have to use its menu of filters according to:
- The categories of the video
- Your minimum resolution
- Frames Per Second (FPS)
- Its duration
- Or the properties
Although you can also use the search engine and type directly the word or keywords of the video you are looking for.
In addition, having the hundreds of videos that Envato Elements makes available to you will not cost you hundreds of euros per month.
For only 14.50 Euros per month you can download all the videos you want without any limit. All this without any kind of permanence or small print.
Do you want to have the best video platform of your landing page?
Then take a look at Envato Elements because you will love it.
PlaceIt is, in the brand’s own words, “a powerful online tool that creates high-quality brand and marketing assets”.
That is, just the tool you were looking for.
Within its large collection of stock videos you will find hundreds of video templates created by independent professionals.
The goal? To offer you the best quality material and be the best accompaniment for your landing page video.
In addition, PlaceIt has some very striking extras:
- Video editor included, so you can edit your video within the platform
- Drag&Drop system that allows you to easily create endless video combinations in seconds
“And how much does this fantastic tool cost,” you might ask.
Well, PlaceIt doesn’t cost hundreds of euros either.
For a monthly fee of $14.95 a month you can enjoy all its advantages and download its hundreds of stock videos without limits.
But until you try it, you won’t know what this platform can do for you.
Do you want to know it in-depth and convince yourself that it is just what you need?
How to use videos in landing pages: best practices
Now that you know the best platforms to get something as essential as stock videos, it’s time for you to see how to use videos in your landing pages effectively.
Tip #1. Keep videos short
According to a study conducted by the Wistia platform in 2016, people’s attention to video content is high up to 2 minutes.
After that time, our attention decreases dramatically.
Therefore, it is advisable to keep the video on your landing page between 30 and 120 seconds.
But don’t limit yourself: if you need more time to send your message more completely, do it and try it out.
At the end of the day, the right length is the one that meets your goals.
Tip #2. Start with a single message
A very common mistake is wanting to say too many things in too little time.
This is something that makes the video not meet its purposes regarding conversions.
It is always really tempting to add “one more thing” to your video, but the more time that passes, the more viewers will leave, and the less impact.
To avoid this, create a video with a clear, direct message focused on what you want the customer to do.
And in case you need to develop a complicated theme, it might be a good idea to create more videos that appear on the landing page.
Tip #3. Make it the first thing you see
As soon as you enter the landing page, the video should be the first thing your customer sees.
If it is not and you have to do a lot of scrolling to find the video, it is very likely that you will never get to see it and, therefore, that you will not achieve the desired goal.
To attract their attention, the most recommendable thing is that the video is eye-catching and is accompanied by an attractive thumbnail that encourages the client to click.
Tip #4. Remember: your brand is not the most important thing
Don’t make the mistake of promoting your brand too much.
Remember that when a customer lands on a landing page it is to solve one of their problems, not to see how good a company is at doing what it does.
Present the customer in your video the benefits they will achieve if they purchase the product or service, the advantages they have in solving their problem and, ultimately, their features.
Tip #5. Tone, images, design and video in tune with your brand
Through the design, images or text of a landing page, the client will be able to know the tone and professionalism of a company.
However, if they find dissonances between the different elements, they will most likely not feel the confidence they need to acquire your products or services.
In this regard, the video of your landing page should be in total tune with the rest of the elements. This way, you will achieve the objectives and get more customers and more sales.
Tip #6. Analyze and test
Do people not finish watching the video? Do they see the video but do not click on the call to action? Would it be better to opt for automatic playback or on the contrary is it better to click to play the video?
Any kind of information about the behavior of your potential customers is pure gold in order to improve conversions.
A good practice is to use different videos, with different content, structure and duration.
This way you can test what works best and optimize it to generate new sales.
Tip #7. Use quality stock videos
Stock videos are an almost indispensable resource for your videos to achieve the desired effect.
They will help your potential customer connect with your message and make it easier for them to see themselves enjoying the benefits of your solution in the future.
When a potential customer visits your website for the first time, you need to convince them to stay and learn more.
The bad news is that you don’t have much time to do this. You only have a few seconds to provide them with the confidence they need to trust your solution.
Videos are one of the most powerful tools to capture his attention, convince him and turn him into a customer.
You have already seen that, beyond transmitting confidence, the video is an interactive summary of the content of your landing page, which is much more easy to consume and in much less time.
Presenting your products or services and their advantages and benefits in video format can increase conversion and sales percentages by up to 86%.
However, for your landing page video to achieve these results you will need to take into account factors such as the duration of the video, the position within the landing page, its target, the information it presents or the content.
And within that content, you have already seen the importance of using stock videos.
This type of resource enhances the message you want to deliver and makes it easier for the customer to make the decision you want them to make.
Fortunately, you won’t have to search the Internet to find this type of video.
Now you know the best platforms in the whole network with the stock videos that will turn users into customers.
All of them have huge libraries full of the best quality videos, both in HD and 4K.
Do you want to give the most professional image to your landing page video?
Then choose one of them and give your video the magic touch to make your conversions and sales take off.