Designing an effective video landing page requires careful consideration of both visual and functional elements.
Choosing an appropriate page layout, prominently featuring the video, and focusing on user experience can help your video landing page perform better. Use these tips to increase your video landing page conversions:
Choosing an appropriate landing page layout
If you've used a video landing page before, it helps to create video landing page templates to measure their effectiveness and determine whether they perform well.
When you create a video landing page, what's most important is choosing a layout that features the video rather than using it to support the existing copy.
The most common video landing page templates replace the hero image with a hero video above the fold. However, it's not the only option you have available to you. Another option is to place the video below the fold and encourage visitors to scroll.
Placing the video prominently on the page
You should consider the video's purpose. If your video landing page is designed with the video in the hero section, the video is the most important aspect since it'll be shown above the fold and becomes the first thing visitors see.
However, if you're using video as supportive content, you can place it below the fold. For instance, if you're using an explainer video, you can place it in the middle of the page. Meanwhile, if you're using a testimonial video, you might place it at the bottom of the page.
Since a background landing page video doesn't necessarily serve the same purpose as these other types of video landing pages and only aims to improve the aesthetics of the page, there's no reason to make it more prominent than it needs to be.
Using compelling visuals and graphics to enhance engagement
Your video landing page should include other elements in addition to the video. You should use compelling graphics and visuals to enhance engagement.
Remember, not everyone is going to want to watch a video when they land on the page. Instead, they might prefer to read copy or look at static infographics to understand the purpose of the landing page and what they're expected to do.
Optimizing page load speed for a better user experience
Regardless of whether you use a hero landing page video or a video halfway down the page, you should always optimize the page speed for a better user experience. If your video landing page design elements take too long to load, you'll likely have a high bounce rate.
Video marketing can enhance your campaigns, but only if the content loads properly on the page. If your video is too large, it will take the entire landing page and various elements at different rates to load, leading to a frustrating user experience.
Implement SEO best practices
An organic video landing page designed to rank in search engines should always use SEO best practices to ensure the landing page and video can be found online.
Unfortunately, search engines like Google can't watch videos yet, but the metadata you provide can tell them more about the content of the video to help them rank.
Video SEO components to be aware of include:
- Captions and transcriptions: Any time you use a video landing page, it helps to add captions to the video if there's sound or dialogue since search engines can read captions and transcripts to help them understand the context of the video.
- Metadata: Meta tags help search engines crawl information about the video to make it more visible online.
- Sitemaps: Sitemaps can help search engines find and index video content on your website.
Track and analyze performance
After pushing your video landing page live, you should track the metrics you defined earlier. While we've provided you with some best practices for designing a video landing page, you know your business and its target audience best.
Split testing and measuring the performance of your campaigns and landing pages can help you make better data-driven decisions to improve the various elements involved and increase conversions. You can test everything from video length to supporting copy and CTAs.
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