There’s a few things that almost all landing pages have in common.
- They’re trying to get users to take a specific action
- You need to convince many users to take this action
- Many of these users will be unfamiliar with the brand, product, or service
If you only have a few seconds to convince users to not only stay on the landing page, but to convert, it only makes sense to use video. Unfortunately, there’s a lot of really, really awful landing page videos out in the world. They come across like spam, they’re badly made, and they never really get to the point.
Fortunately, there’s a way around this. To create high-converting landing page videos, you just need two things: a simple formula to create the content within them, and video editing software to make them. And here at Shakr, we can help you with both.
Why Use Landing Page Videos?
Landing page videos allow you to convey a big chunk of information to users quickly and succinctly, without them feeling overwhelmed by seeing blocks of text on the page. The people in the video (or even just a voice narration) can also introduce a personal, humanized element, increasing user trust and rapport.
Landing page videos work, at least when they’re done well. Research has shown that using videos on landing pages can increase conversions by 86%, and that 4 out 5 customers find demo videos to be helpful. Need one more reason? Landing pages with videos have a 53% higher chance of showing up on the first page of Google’s search results.
The Foolproof Landing Page Video Formula
First, before you dive in, focus in on the objective of your landing page. Is it to increase sales of a product, or a subscription? Do you want users to sign-up for a contest? What are you trying to accomplish? This will shape the landing page as you create it.
This foolproof formula for creating landing page videos is shockingly simple. It can also be applied to all types of landing page videos, from animated explainer videos to the I’m-casually-talking-to-you-while-I-drive-my-car videos that were all the rage in the marketing world a few years back.
Ready? Here it is:
1. Explain The Customer’s Problem
Describe the problem, and its biggest pain points, quickly but in detail. “Spent too much money on weight loss products that don’t work and have questionable health effects?” is a great opening line for a different weight-loss strategy. It gets the problems across quickly and stresses specific pain points, setting you to swoop in with a solution.
You can add some additional information here, if you’re going for a long video, meant to educate customers and offer value. An example of this would include “In fact, doctors say that most crash diets are more damaging to the heart than not dieting at all.” Vegalash does this in the example below.
2. Introduce Your Product As the Solution
Bet you didn’t see that coming! (Just kidding.) As soon as you’ve addressed the problem your product or service solves, it’s the perfect time to say “we can help with that!” Start by simply introducing your product—making sure it mention its name at this moment—, and then explaining specific ways your product is the solution. “So crash diets and supplements do more harm than good, but our daily detox tea is safe and effective! Manny’s Weight-Shedders Detox Tea is FDA approved…”
The example below from Page cloud’s landing page is fantastic: as soon as it completely addresses the problem (but quickly), it immediately sets up its product as the ideal solution.
3. Use Specific Feature-Benefit Statements
This is your chance to really sell customers on whatever action you want them to take. These should be simple, specific concepts (even in the case of a complex product) designed to make your product more desirable while simultaneously overcoming objections. List the feature that your product offers and then explain why that feature matters to them.
The video example below from Salesforce does this flawlessly. They list features like “it’s updated in real time” that leads to benefits like “anyone who is following the opportunity will know what’s going on when.” (Yes, I paraphrased.)
4. Bring On the Data
Whatever kind of support you have for your argument, throw it out there. Whether that’s case studies, clinical trials, research to back up your claims, or even customer testimonials, use them to your advantage. Some videos, like the one below, are made up entirely of customer testimonials, but I’ve found them to be more effective when incorporated into this formula.
5. Hit the CTA Hard
When it all comes down to it, the entire video was all one big lead up to this moment. Heck, the whole landing page is a lead up to this moment.
At the end of your video, you need to spend the last chunk of time entirely devoted to the CTA. The CTA should be clear and direct, and it should be easy for users to follow. “Scroll down under the video, and click on the ‘Subscribe Now’ button to get started with your free 90-day trial!” If you have a few seconds to spare, you can add a positive note to close the video out, like “We can’t wait to see you on the other side” or “We can’t wait to hear how much you love it.”
Landing page videos are overwhelmingly effective when they can hit every objection, question, and pain point customers need you to address. Our foolproof landing page video formula is meant to address every single one of these obstacles, leaving nothing out. This will help you increase conversions, no matter what it is that you’re trying to get users to do or buy. Combined with our best practices and Shakr’s high quality video-editing software, you’ll be selling more in no time.
Ready to make your own landing page video? Get started with a free trial for Shakr now!