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We’ve talked about the importance of great landing pages many times before, but what about video landing pages? In this post, we’ll be looking at what video landing pages are, the types of businesses that can benefit from the inclusion of marketing videos in their landing pages, and some examples of video landing pages done well.
Aside from looking great (if handled correctly and produced to a high standard), video landing pages have several benefits that their traditional counterparts just can’t match.
If your business offers a complex product – if, say, you’re a SaaS company like WordStream – video landing pages are an excellent way to cover and explain a lot of information in a short period of time.
Videos can walk a prospect through using a product or service, explain intricate nuances of the product much faster and effectively than text could, and even illustrate the benefits of using your product or service in a more attractive, engaging way. They may not know it yet, but if you can manage to entertain your prospects, you stand a much higher chance of them actually converting. One of the biggest challenges to increasing conversion rates is actively engaging your prospects, and this is an area in which video can excel. Just as most people respond positively to emotional cues, many prospects will respond positively to videos that provide them with genuine value. We did this recently with a video we produced in partnership with Perry Marshall & Associates. The easy answer is that virtually any business can benefit from using video in their landing pages.
Let’s face it – not everyone gets to work in the playing-guitar-underwater-while-surrounded-by-great-white-sharks-vacation industry. Unlike the lucky people who sell adventurous vacations to wealthy daredevils, some of us have to sell insurance, boxes, and other vital yet unappreciated products. Of course, sometimes your product is so exciting that mere words and pictures cannot adequately do it justice – video to the (heroic, cinematic) rescue! Now that we’ve established that virtually any business can benefit from video landing pages, we have to ask some difficult questions about how to use video in your landing pages without tanking your conversion rates.
Firstly, your prospect may not realize that they’re supposed to hit “Play” right away, leading to confusion and them possibly even abandoning your landing page altogether. The next question you might be asking yourself is how long videos on your landing pages should be. In my experience, people almost always overestimate how long a video should be, and how long it will take to produce. If you can, produce several versions of a video, each of a different duration, and test them. If you don’t have a videographer who knows animation in-house, you’ll have to outsource the work to a production company – and it won’t be cheap.
Alternatively, software packages such as Adobe After Effects allow you to create impressive animated compositions, which can be exported into complementary editing packages like Adobe Premiere, but these programs are complex and take time to learn.
Your video could be wider than this if your landing page is constructed appropriately, but you may need to experiment with different sizes until you strike a balance between visibility and practicality. Of course, to avoid distortion, you’ll need to ensure that your videos are formatted in the correct aspect ratio. Now that we’ve covered what video landing pages are and answered some of the most common questions about them, let’s find you some inspiration.
This video landing page from marketing platform TapInfluence is a particularly good example of how video can entice prospects to convert.
Arguably the world’s best-known language software platform, Rosetta Stone is among the few brands to offer a product with niche appeal that simultaneously enjoys widespread brand recognition. Rosetta Stone knows that two of the biggest hurdles to overcome when trying to persuade people to learn another language are the time investment necessary, and the perceived difficulties of actually learning the language itself. As in the previous example, this video also makes extensive use of animation to great effect.
The concept of lead nurturing will be familiar territory to many marketers, but putting a finger on precisely how this alchemical process works can be a lot harder. As with the Rosetta Stone example, the Autopilot video emphasizes ease and convenience, and reiterates that Autopilot connects many of the dots that marketers will already be using. If you’re using video landing pages, I’d love to hear your success stories – or cautionary tales if things didn’t work out the way you thought they would. Now that we’ve covered the fundamental pre-landing page questions, let’s discuss how you can make awesome, persuasive landing pages. Interior design books will often suggest different colors for various rooms and moods – energizing red for a dining room to inspire dynamic conversation, yellow for a cheerful, relaxed kitchen. We’ve got some examples of great landing pages to better illustrate what makes a successful landing page that drives conversions. Short Stack helps companies organize and manage Facebook promotions and other custom Facebook content. Kiss Metrics has a custom landing page for visitors interested in their marketing tools bundle.
Social Sprout (featured in our guide to social media management tools) is another example of a powerful landing page.
With software similar to Social Sprout, HootSuite is another website that has a strong landing page, although takes a different approach.
Pinterest’s approach is different in that they don’t spend much time explaining what Pinterest is, since they can assume most people have already heard of them.
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This article was really great thank you very much.It made me re look at my landing page for my small business with great success. Great insight!I guess providing visitors an awesome offer and creating an outstanding CTA that will make them choose itare the key elements that should be done flawlessly. Hey John, quite a few of these tips actually deal specifically with landing page copy and deciding how much is too much. I've felt in the past that landing pages were a waste of time but I appreciate your insight here.
Hello, I am going to design my business website, You gave me a lot of new ideas so I canimplement those points in my website. You're welcome Dinesh - I like the wild animal analogy as well :) Very appropriate I think. Hello, I am making some landing sites for a site, and I was wondering what sites you suggest to make them, and how much do you estimate making a landing page would cost.
Including video in your landing pages can seem tempting, but as with most things, just because you can use video doesn’t mean you necessarily should.
Usually, the video is embedded in a standalone player, such as YouTube or Vimeo, alongside static images and text using standard HTML code.
If you can grab – and sustain – your audience’s attention, converting them will be much easier. If your video landing page can accomplish this and get them to convert, it reinforces the value of your brand in the mind of the prospect – a win-win for everyone.

To coincide with the launch of the fourth edition of Perry’s book, The Ultimate Guide to Google AdWords, Larry recorded a “hidden” chapter of the book that offered even more AdWords advice.
However, as with anything else, video landing pages can be particularly beneficial to certain businesses more so than others. However, that doesn’t mean you can’t spice things up by using video to make your products a little more appealing. If your company offers a sexy, exciting product, video landing pages are the perfect way to make them shine and convince prospects to go the distance and convert. There are few things more annoying than having a video play automatically when you arrive on a page. Secondly, you literally only have seconds to capture and hold your prospects’ attention – precious time that your sleek, professionally produced video could be losing with every passing second. No matter how well-produced your video might be, or how valuable the information on offer, attention spans are finite, so resist the temptation to include an epic, eight-minute video on your landing pages unless you’re absolutely sure that doing so is justified. I’d recommend shorter videos for landing pages, ideally around 90 seconds – just long enough to convey the essential information about your product or service, but not so long that you risk boring your visitors into bouncing before they convert. Animation can be a lot of fun and highly effective, but it’s also a lot of work and can drive up your production costs considerably. Depending on the duration of your video, the complexity of the animation you’re trying to achieve, and the deadline to which you’re working, the costs could easily run into several thousands of dollars. They also require suitably powerful hardware, as video production can be very demanding of your computer’s memory and processor.
If you can afford it, and it works for your project, by all means go for it – but don’t stress out or break the bank if all you need is a simple video of a representative of your company. They might be looking at your landing pages on a smartphone or tablet, a laptop, or even a widescreen desktop monitor.
One of the primary reasons this video landing page is so good is that it explains this somewhat vague concept clearly and concisely, and makes excellent use of animation to sustain the viewer’s interest. At just over 1:50 in duration, the video is just long enough to cover the main points of why influencer marketing can be so effective, without droning on for minutes about how great their product is.
However, despite being a well-known product, selling people on the idea of learning another language – not the easiest task, even for committed learners – is tough.
That’s why this video landing page focuses on the ease of use when learning a language with Rosetta Stone, and emphasizes the fun aspect of the learning process. The audio narration reinforces Rosetta Stone’s “natural” approach to language instruction and reiterates that boring and difficult vocabulary exercises are not a part of the curriculum.
The video itself isn’t as immediately recognizable as it could be, and the playback button opens the video in a smaller, secondary window that is easy to accidentally click away from. For software company Autopilot, this was a unique opportunity to demystify lead nurturing and highlight the benefits of their software.
There isn’t any fancy animation – just simple narration, a gently ambient soundtrack in the background, and on-screen walkthroughs of Autopilot in action. There is no visual trickery or distractions – just a simple, straightforward video that addresses the many pain points of implementing a responsive lead nurturing system. At almost three minutes long, it’s unlikely that most visitors will watch it in its entirety.
Hopefully, you’ve learned a little about how and when to use video landing pages, and how they can prompt hesitant prospects to take action when a traditional landing page might struggle to convince them.
And if you're still looking for inspiration, check out 15 more creative landing page ideas. Moreover they need to be looked for its size and bandwidth to make sure they never cause bouce rates due to incompatibility and page not found errors. I've noticed a distinct trend of companies opting for custom video players, and a lot of these don't have the video duration visible in the playback controls.Thanks for reading and taking the time to comment! There are not so many articles about Video Landing Pages, even though they become more important by the day. A landing page is the page a visitor arrives at on your website after clicking an ad (for example, a Google text ad or display ad). A landing page should offer all the necessary information, but not so much as to overwhelm (and as a result, drive away) the visitor.
We just discussed how you don’t want to information-smother visitors, but this isn’t to say you should be cheap with your content – on the contrary, provide rich, useful content, so long as it is relevant. The goal is to make it as easy as possible for visitors to convert, providing as little distance and as few barriers as possible between points A and B. Information architecture comes into play here, as it’s important for a landing page to have a clear, crisp design that leaves all questions answered without inspiring any new ones. Call to actions can be present in the headline text as well as the button text (example: “submit” vs. Don’t bore the visitor by talking too much about yourself (this rule can apply to so many areas of life). Video landing pages can make complex products more accessible and entertain your visitors at the same time. It’s absolutely vital that you visitors can capture the essence of your offer with a quick glance. Bright, eye-catching images make for a more attractive page and a better user experience overall.
Great landing pages use the same keywords from the PPC ad text – the connection should be obvious and the continuity reassures visitors that they’re on the right path.
The more fields you ask visitors to fill out in your form, the less chance you have of them completing your offer. Many people are more than happy to post about a recent purchase or share a resource they have found helpful. The thank-you page is a great way to guide visitors to other related material on your website that they may be interested in.
Trust signals, like logos of well-known companies you’ve done business with, awards you’ve won, and associations you are a member of, build trust in the mind of the visitor. It sounds crazy but it’s true – your page visitors are frantic creatures looking for a quick and easy meal. At WordStream we talk a lot about the importance of conversion tracking, and it’s one of the best practices we advocate in our new Landing Page Grader.
Instead, a different example of Pinterest’s value is shown with each visit to the site, with a broader explanation of Pinterest (find and save all the things that inspire you) that sits below the main headline. Because if there is an irresistable offer going with an attractive "push" to accept this offer there will be no doubt to choose it. The general rule is you only want to provide the key bits of copy and info that will help visitors convert and nothing extra.
It’s uncommon for a video landing page to be a full-screen “multimedia experience,” but it’s probably been tried by a movie studio or a fancy startup somewhere in Brooklyn. Whether you accomplish this through the use of animation as we did in the example video above or through other means (such as comedy), video landing pages offer you the unique opportunity to make your product and business entertaining – a considerable challenge for plain old text-based landing pages. In this instance, the video itself was part of the offer, and while this wasn’t created specifically for a landing page per se, it serves as a great example of how video can further increase value for the prospect and take further actions. For this reason, it’s important to choose a video size that will look good on a range of screens.

Finally, the design of the page itself is clean and simple, removing many of the potential obstacles between the prospect and the goal. The video also emphasizes the emotional takeaways from using Rosetta Stone software, namely the confidence to speak another language confidently – something many people are intimidated by when attempting to master a foreign tongue. However, overall, this is a great example of how video can be used to make a landing page more tempting and reinforce brand messaging. The production quality is solid, but I’d wager it didn’t cost a lot to produce, making it an excellent example of how even small businesses with limited budgets can make use of video to make their landing pages more compelling.
However, even prospects who click away from the video window may be tempted to scroll down the page to read more about Autopilot before signing up from the second call-to-action button at the bottom (right above the trust signals that mention companies such as Microsoft and Nokia as customers – very clever).
Inexperienced marketers often direct all of their PPC traffic to their homepage, but this can be a big mistake. Really it’s three questions: Who am I competing against, how are they succeeding, and how can I copy their success? Consider changing your message depending on where your users come from – a different message might be appropriate for users who arrived at your landing page coming from Google vs. Provide the essential info that will interest your audience and nothing more (check out this post for some landing page inspiration).
Navigation should be obvious and simple, all required information should be provided, and nothing should come between the visitor and the conversion (aka no pop ups!) If at all possible, visitors should be able to convert in one click. Using the word “you” makes your copy feel personal to visitors and allows for intimate conversation. Make sure your offer is enticing enough to users and that it is something they actually desire. It’s estimated that you have about 8 seconds to convince users to stay on your page, so value proposition needs to be quick and convincing. Why is it that an attractive man can hit it off with a woman using the same line that might dub a less aesthetically pleasing guy a “creeper?” The truth is that, despite what we teach children, appearance alters perception.
If your conversion requires a form, get the bare minimum of what you need – you can always ask for more info on the thank you page once the deed is done. Many marketers claim that certain button colors like green or red increase landing page conversions, but ultimately you want to focus on the contrast of the button color in relation to your background color. Adding share buttons increases your chances of getting your content shared across the social space, and great landing pages make generous use of these buttons. Virtual word-of-mouth comes in the form of Likes, +1s, and online customer testimonials (preferably from trusted sources like big brand names). Providing this added info in the initial landing page would have been distracting and could have led visitors away from making a conversion. A great landing page puts its best foot forward to comfort and reassure visitors so they can convert with confidence. An excellent landing page is built like a bullet, so get out your stop watch and get your landing page moving at a healthy clip.
They key is to make your page easily scanable with your main point in your headline while using sub headings, bullet points, and various fonts and colors to indicate information hierarchy.
However, while giving your audience control over when to play a video is generally a good idea in most cases, doing so on video landing pages can be risky. To see what the correct aspect ratio is for any given dimension, you can use this handy aspect ratio calculator. Specific landing pages tailored to different offers are essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s need.
Imitation is the sincerest form of flattery, so if your competitors are doing something that works, you should go ahead and follow likewise. As silly as that sounds, it’s true to some degree – the better you understand your audience, the more you can cater to their wants and needs. The goal is to funnel visitors down a desired pathway, and if links serve as points of departure from the funnel, they should be used sparingly. Let every additional click weigh on your conscience like a heart beating beneath a floorboard. There should be no question as to what next steps are necessary – tell your visitors exactly what you want them to do in big, bold text. The word “imagine” encourages readers to visualize using your product and increases desire.
When building a landing page, make it easy to scan by highlighting your main point in the headline while using sub headings and bullet points for added info. You can go the obvious route with arrows, or try something more subtle such as making a bright button the focal point of the page. And don’t send them to a generic page and make them search for the product they were looking for. While most users don’t have a problem providing their name and email address, asking for info about phone numbers and date of birth can cause your drop off rate to skyrocket to 50%. It’s also smart to add social buttons to the thank you page, since users will be more likely to share your great offer with others after they’ve signed up themselves. If your business has received some shinning compliments in the past, be sure to showcase them.
However, now that you’ve sealed the deal, the thank-you page is the perfect place to suggest related products, guides and information your audience may find helpful, or links to other parts of your site, such as your company blog.
Reduce load times by not making your images files any larger than they have to be, using cache tools, and using a speedy web host (some are a lot faster than other). There is definetly a lot to consider, and you can see in some of the examples towards the end that many brands choose to focus on some strategies while ignoring others. I've read about what makes a good landing page in theory but have had a hard time actually visualizing how they can look. Unless you know who your ideal customers are, it will be very difficult to write persuasive copy in the voice of the customer.
Businesses with more landing pages (30+) generate 7x more leads than those with only a handful, so there’s no denying their value.
For Kajabi, changing their button text from “See Plans and Pricing” to “Get Started Today” increased conversions by 252%!
The rule of thumb is not to include more than seven fields in your lead gen form on your landing page. As an added bonus, showing your “likes” and follows can also serve as a word-of-mouth endorsement. Ideally you want a tailored landing page for each ad group, but that’s a pretty hefty operation, so start where you can.
As Jakob Nielsen notes, your page visitors are wild, frantic animals looking for a quick meal, so serve it up fast! Try beginning with one custom landing page per campaign, and add from there for individual ad groups when resources allow.

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