At Animoto, we’re no strangers to video, and we put it to work all across our marketing channels. So when our birthday video maker landing page wasn't performing as well as we'd hoped, we knew what to do—add a video.
We recently concluded a test where we measured the page’s conversion rate before and after adding a video to the header.
Here's what it looked like:
After just under four weeks, we saw a 171% increase in our visit-to-registration rate, from 3.77% to 10.20%.
Building on that success, we then added videos to a handful of other landing pages. This new change drove an even more dramatic result, increasing conversions by an average of 179.32%.
| Page 1 | 0.64% | 26.67% | 4067.19% |
| Page 2 | 4.55% | 21.95% | 382.42% |
| Page 3 | 3.77% | 10.20% | 170.56% |
| Page 4 | 5.37% | 9.15% | 70.39% |
| Page 5 | 21.74% | 36.84% | 69.46% |
| Page 6 | 12.09% | 17.63% | 45.82% |
| Page 7 | 10.86% | 15.22% | 40.15% |
| Page 8 | 25.00% | 34.46% | 37.84% |
| Page 9 | 16.27% | 21.86% | 34.36% |
| Page 10 | 24.61% | 28.84% | 17.19% |
| ... | ... | ... | ... |
| Average: | 179.32% |
Not sold yet? Here are five reasons why you should include videos on your landing pages.
We weren’t surprised that conversions increased, but we were shocked to see how one small change makes such a big difference. Considering that the average landing page conversion rate for our industry is just 3.8%, we knew we had a winning formula to share with you!
In fact, we're so convinced of the power of landing page videos that we made a tool so you can create them easily! Learn more about that below.
So, here's our secret sauce for creating landing page videos that skyrocket conversions.
What to include in your landing page video
Landing page videos are a lot like any other video, but there are some special considerations:
- Visuals first, sound second: Autoplaying videos with sound can be jarring and frustrating for users. Your video should hook viewers and display its full value without audio.
- Use captions and subtitles: Similarly, subtitles ensure your message is still delivered effectively, regardless of the sound setting.
- Brand your video well: The video's look and feel should be consistent with your landing page and overall brand identity.
Now, with these foundational elements in mind, here's what you need to include in your video.
1. A powerful hook (within the first 3-5 seconds)
Just like videos in your social feed, you only have a few seconds to hook viewers with your landing page video.
The hook should immediately address your audience's core problem, pain point, or desire. It should make them feel like, "Hey, this is for me!"
2. A clear and concise message
Your video has one job: to sell an idea or product. No doubt, your landing page is filled with rich content and keyword-dense text. That means you can take a “less is more” approach when it comes to your landing page video text.
Here’s a simple formula to follow:
- State the problem: Quickly identify the pain point your audience is facing.
- Present your solution: Clearly explain how your product or service solves that problem.
- Focus on benefits, not just features: Don't just list what your product does; explain how it will improve the viewer's life.
3. High-quality, professional production
While you don't need a Hollywood budget, your video must look and sound professional. This includes:
- Clear, high-resolution footage
- Clean audio
- Good lighting
- Your brand
- Smooth, professional animations and transitions
4. A strong, singular call to action (CTA)
Every landing page should have one goal, and your video must support it. Use text to display your call to action, like "Sign Up Now," "Download the Guide," or “Watch the Full Demo.”
Remember to place the video and the CTA button on the page above the fold, so they are the first things a visitor sees.
5. The right length
People's attention spans are short, especially on a landing page. The ideal length for a landing page video is between 30 and 90 seconds.
For more complex products or services, you may need a slightly longer explainer video or product demo, but always A/B test to see what works best for your audience.
6. Social proof (optional but highly effective)
Nothing builds trust faster than seeing real people benefit from your product. Two ways you can do this in a quick landing page video are:
- Testimonial videos: Include short, authentic clips of satisfied customers.
- Customer stories: A quick case study or a few seconds of a client explaining their success.
What makes a good landing page?
A great landing page is a single-minded, highly focused webpage designed to achieve one specific goal, like generating a lead or making a sale. Unlike a homepage with many navigation options, a landing page removes all distractions to guide the visitor toward a single, desired action.
Want to see it in action? Here’s one of our top-performing landing pages with all these best practices in action.
Aside from the video, there are a few key components that make a landing page effective:
1. A clear and compelling value proposition
This is the core message of your page. It should answer the question, "What's in it for me?" within a few seconds of a visitor arriving, and it starts with a headline.
Your headline should be benefit-oriented, concise, and immediately capture attention. Then, use a supporting headline to provide more detail and reinforce the main message.
Use bullet points and scannable text to clearly explain how your product or service solves the visitor's problem and improves their life.
2. Relevant and engaging visuals
In addition to your video, you’ll need to disperse professional photos, graphics, or illustrations throughout your copy. These can help draw the viewer down the page, draw their attention to key text, and reinforce your value proposition.
3. Trust and social proof
Visitors are more likely to convert if they feel your brand is trustworthy.
Include quotes, ratings, and even photos of happy customers to show your value. Logos of well-known clients, media mentions, or security certifications can do this for you visually.
4. Streamlined design and user experience (UX)
Above all, the page should be easy to navigate and load quickly.
Consider removing your main website navigation menu. You don't want to give visitors any reason to get distracted or leave the page.
If your goal is to capture information, use a form that only asks for what you absolutely need like your name and email. The fewer fields, the higher the conversion rate.
How to make a video and custom landing page in Animoto
Animoto is a great tool for creating landing page videos without requiring technical expertise. It simplifies the video creation process with an intuitive, user-friendly design, allowing anyone to produce professional-quality videos quickly and easily.
Templates handle the technical details, so you don't have to worry about complex editing. That means you can go from an idea to a polished, high-impact video in minutes!
Now, you can also create a streamlined, branded, ad-free landing page to host your videos! It's simple, effective, and designed to give you full control of your videos from creation through distribution.
Here’s how.
Step 1: Choose a template
Animoto has hundreds of professionally designed templates to choose from. All you have to do is drag and drop in your photos, change the text and colors, and share. For landing pages, we recommend starting with a demo video template, an explainer, or a simple promo.
Here are a few templates you can use right away, or explore the full library to find the perfect fit.
Step 2: Upload your assets
Now it’s time to make it your own. Start by uploading photos and clips of your product, team, or customers into your workspace. You can add them from your phone, device, or even cloud storage platform.
Then, just drag and drop them into an existing frame or a blank space to add a brand new frame and unique layout.
Step 3: Customize and add text
Swap out the text with your unique message. Remember to keep it concise and compelling, and don’t forget the call to action!
To add more emphasis, you can use elements like underlines, arrows, and circles around key features, text, and photos.
Step 4: Change the look and feel
Use your brand colors to create a professional, cohesive look across your video landing page. You can do this manually by selecting new colors, or you can create a saved brand to apply your colors, font, and logo with a single click.
Step 5: Find the right song
Every template comes with a licensed music track, but you can always switch it up and pull from our full music library.
For an extra layer of personalization, you can record a custom voice-over. Just make sure the background music is quiet enough to let it shine through.
Step 6: Finalize and create your landing page
If you have an existing page you'd like to add your video to, export it in 1080p HD and upload it to your website hosting platform!
Pro tip: To A/B test, you can always duplicate your video, tweak it, and try again.
Or, if you want to create a custom landing page specifically for this video, just follow these steps.
- Create the page: Once your video is ready, click "Publish and share." Click "Share", then the Link button, and select "Edit" next to the Custom Play Page section.
- Brand the page: Select a neutral color from your brand palette for the background and a contrasting color for the text.
- Upload your logo: Add your logo and position it on the page to reinforce your brand.
- Add the Call-to-Action (CTA): Toggle the CTA on and paste the destination link where you want viewers to go next (e.g., your product page).
- Customize the button: Add compelling text (like "Buy Now"), choose contrasting button colors, and select the appropriate size.
- Add context: Write a concise title and description to give context to your video.
- Choose thumbnail: Upload a custom thumbnail with high-contrast text to maximize your click-through rate.
- Share the link: Click "Save and apply." Copy the final link and share it across all your marketing channels to maximize conversions.
Custom video landing pages are only available Professional and Professional Plus plans.
Your next step to higher conversions
The results are in, and the data speaks for itself–videos can skyrocket landing page conversions. To achieve results like ours, your video needs to tell a compelling story, highlight the benefits of your product, and end with a clear call to action (CTA).
Tools like Animoto make it easy to create these videos without any technical expertise. Are you ready to start? Create your own landing page video and see the incredible difference it can make for your business.
