Tag: Microsoft 365 Business

May 20, 2022·12 min read

Video landing pages capture attention and drive conversions. This step-by-step guide walks you through creating an effective one (with examples).

Trying to generate a lead, drive a sale, or get a new user? Chances are, your business is using landing pages to do it, and more than likely using a platform like WordPress to build them.

But, with so much noise out there, it can be hard to break through. That’s where video landing pages come in.

Everyone loves video. But it isn’t just an effective way to capture—and keep—your visitor’s attention. It also drives 86% more conversions, meaning it’s a powerful way to get your visitors to take action.

By building a WordPress video landing page on your site (or using any CMS for that matter), you’re ensuring that visitors get a clear idea of your brand from first glance and making the chances of driving a lead or sale much higher.

1. Contents
2. 1. What is a Video Landing Page?
3. 2. Why Should I Use Landing Page Videos?
4. 3. How Do I Create a Video Landing Page That Works?
5. 3.1 Determine the Goal of Your Landing Page
6. 3.2 Choose What Type of Video to Use
7. 3.3 Select Your Video Landing Page Software
8. 3.3.1 How to Build a WordPress Video Landing Page
9. 3.3.2 How to Embed Video to a HubSpot Page
10. 3.3.3 How to Add a Video to a Free-form Marketo Landing Page
11. 3.3.4 How to Add a Video To an Unbounce Landing Page
12. 3.3.5 How to Embed Video on a Squarespace Page
13. 3.3.6 How to Add Video to an Instapage
14. 3.3.7 How to Embed Videos to Forms and Landing Pages in ConvertKit
15. 3.3.8 Embedding Video on a Wishpond Landing Page
16. 3.3.9 How to Add Video To a LeadPages Site
17. 3.4 Decide on a Video Placement and Wireframe Your Page
18. 3.5 Create Your Landing Page Video
19. 3.6 Add a CTA to Your Landing Page Video
20. 3.7 Embed Your Video on Your Landing Page
21. 4. What Are Some Video Landing Page Best Practices?
22. 4.1 Keep It Short and Front-Load Your Message
23. 4.1.1 Average Engagement for Different Lengths of Video
24. 4.2 Choose Your Thumbnail Carefully
25. 4.3 Avoid Autoplay
26. 4.4 Don’t Make the Video Stand Alone
27. 4.5 Be Mindful of Load Times
28. 4.6 Optimize the Video and the Page for SEO
29. 4.7 Test Everything
30. 5. What Are Some Video Landing Page Examples I Can Use as Inspiration?
31. 5.1 ConvertKit’s Video Background Landing Page
32. 5.2 Slack’s Supporting Landing Page Video
33. 5.3 GoodFood’s Lightbox Video Landing Page
34. 5.4 HubSpot’s Landing Page Video CTA
35. 5.5 Adobe’s Lightbox Video Landing Page

What is a Video Landing Page?

A video landing page is a static webpage dedicated to a marketing campaign or offer that uses a video to convert visitors.

Video landing pages, also known as lead capture pages, static pages, destination pages, and post-click pages, are a specific way of using video on your website. They can feature a video as the centerpiece of the page or simply include it alongside text and other rich media below the fold to help convince visitors to buy.

There are a few different ways you can use videos on a landing page:

• Hero Landing Page Video: Replaces a standard hero image at the top of your landing page and/or is otherwise featured as the main visual above-the-fold
• Supporting Landing Page Video: Appears lower down, below-the-fold, on the page as a supporting asset
• Background Landing Page Video: Serves as an animated background to draw attention to the headline, a key piece of text, a button, or a form
• Lightbox Landing Page Video: Opens in a lightbox popup to play after the viewer clicks a link, button, or thumbnail

Why Should I Use Landing Page Videos?

Video is the currency of the internet, so online marketing that refuses to incorporate runs the very real risk of being left behind entirely.

When it comes to landing pages, adding video can increase conversion by 86%. But that’s not all it can do.

• 93% of businesses say video converts the same or better than other forms of content (Vidyard, 2022)
• 64% of customers say watching a video makes them more likely to buy (Animoto)
• 97% of marketers say video helps increase user understanding of their product or service (HubSpot)
• 54% of consumers say they want to see videos from brands—more than any other content format (HubSpot)
• Websites that use video are up to 53x more likely to rank on the first page of Google search results (Forrester)
• Video users have 34% higher web conversion rates (Aberdeen Group)
• 72% of people would rather use video to learn about a product or service (HubSpot)

In short: Video captures attention, educates prospective customers, drives conversions, and provides valuable analytics about what’s working.

So, what are you waiting for?

How Do I Create a Video Landing Page That Works?

So, you’ve decided to use a landing page video for your offer or campaign, but now you’re wondering how to actually make a video landing page?

1. Determine the Goal of Your Landing Page

What is the purpose of your page? What you’re trying to achieve with your page will play an important role in your video landing page design and the content you include. Think about your campaign or offer and how you’ll convince visitors to take action.

For instance: Is it an eCommerce page selling a physical product? Is it a SaaS page pushing for a free tech product signup? A B2B page aiming to capture contact info for a new lead? Or is it an event registration page driving attendance?

All of these things will require a different approach.

Be sure to only choose one goal for your page. Focusing your landing page on a single offer can increase conversion up to 266%.

2. Choose What Type of Video to Use

Making sure the content of your video aligns well with your offer so that it’s well-positioned to sell is key to success. To that end, there are a few types of video that work better than others on landing pages.

• Explainer Videos: If your product is something new, unfamiliar, or complex, then an explainer video is a great choice. These videos provide landing page visitors with a high-level look at how your product solves their problems.
• Promo Videos: If you’re creating a lead capture page focused on a content-based offer, a promo video would work beautifully. Promos are like teaser trailers that give viewers a taste of what they’ll get if they fill in your form.
• Demo Videos: If you’re looking to go beyond what your product is to what it actually does, a demo’s for you. Product demos show the value of your product by demonstrating how it actually works.
• Testimonial Videos: If your landing page visitors are likely to need a bit of convincing, a testimonial video is a powerful way to add social proof to your page. This increases the credibility of your offer by having someone other than you talk about the value they got from your product or service.

Another option is background videos. More a format than a type, a landing page video background is more about adding movement or animation to a page than conveying information. They typically do not include sound.

3. Select Your Video Landing Page Software

Good news! Most website and landing page builders give you the option to include video on your pages.

If you’ve created landing pages for past campaigns or offers, you likely already have a tool for this. More likely than not, you can use the software you already have to create your new video landing page.

One of the most popular options is building a WordPress video landing page, but there are many other options out there as well. Figure out what works best for you and your needs.

Below you’ll find some of the best platforms for building video landing pages and how to use them.

How to Build a WordPress Video Landing Page

Working with WordPress can be helpful as there are so many guides, tips, and tricks out there to help you optimize your website. In order to build a WordPress video landing page, you must embed video on your page using a video block.

How to Embed Video to a HubSpot Page

HubSpot offers a complete CRM platform with all the tools and integrations you need to grow. If you’re a current user of HubSpot or looking to use the platform, make sure to learn how to embed an external media file or add a Vidyard video to a HubSpot landing page to optimize your video landing page.

How to Add a Video to a Free-form Marketo Landing Page

If you’re using Marketo, a popular marketing automation system, you have the ability to use the power of video on your landing page. You can learn how to add a video to a free-form landing page or embed a Vidyard video on a Marketo landing page.

How to Add a Video To an Unbounce Landing Page

If hosting through Unbounce, then you’ll need to host your video using a third-party video player in order to add a video to your landing page. Whether you want to add a video background or embed video on a landing page, here are the steps.

How to Embed Video on a Squarespace Page

If you’re a Squarespace user there are a couple of ways to use video in order to maximize your video landing page. Squarespace also uses blocks to help make the user experience as easy as possible. If you want to use video, add a video block, or add a background video, look no further.

How to Add Video to an Instapage

The nice thing about Instapage is that there are 500+ layouts to choose from for your landing page. In order to make it unique, you can add videos or add a video background to an Instablock to make it your own.

How to Embed Videos to Forms and Landing Pages in ConvertKit

ConvertKit is used by creators all over the world for both email campaigns and landing pages. If you’re a creator who wants to showcase your unique content, then the best way would be to always add videos to forms and landing pages.

Embedding Video on a Wishpond Landing Page

Wishpond is a great platform to create video landing pages to grow your business. It gives you the ability to add a video using a landing page editor in order to capture leads, drive sales, book client appointments, and more.

How to Add Video To a LeadPages Site

There are a couple of ways to add video to your landing page using LeadPages. The widget allows you to embed video from hosting sites like YouTube directly on your pages and pop-ups.

Whether you use a plug-and-play landing page builder or a custom-built solution, adding a video to your page should be fairly straightforward. Many landing page tools even offer video landing page templates to make the process super easy.

When selecting your video landing page software, make sure that it plays well with your chosen video hosting platform. Thinking about this ahead of time will make the process of embedding your video much smoother.

4. Decide on a Video Placement and Wireframe Your Page

When people think “video landing page,” they typically think of a page with an above-the-fold hero video. In this model, the video replaces a classic header image.

While that’s a popular approach, it’s not your only option. You can also go with a more standard landing page framework and include your video further down the page (below-the-fold) as supporting content.

This method works well if you’ve got a video that supports a particular selling point that appears later on in your landing page copy.

Once you’ve figured out where the video will go, create a wireframe for your entire landing page. This framework not only covers where the video goes, but also whatever other elements the page will include and how they’ll all work together to drive conversion.

5. Create Your Landing Page Video

As you build your page, you’ll simultaneously work on producing your video.

You’ll want to make sure that your video is:

• Valuable to the viewer
• Specific to the landing page (rather than a generic video)
• Driven by a clear story and message

Plan out your video’s story, including what information you’ll include and how you’ll share it. Script out dialogue and voice over, including notes about shots.

If your video style is live-action, choose your actors. When shooting, do a few takes to give yourself some options to work with. Edit your footage and add any graphic elements.

If you’re creating animated, stock footage, or other videos, then gather your materials as needed.

6. Add a CTA to Your Landing Page Video

Good landing pages have a call to action (CTA), usually a lead gen form or some kind of button: Sign up, buy now, book a meeting, download, etc. Your landing page video should help drive this action, not only through its content but also when it ends.

Rather than fade to black, ensure your video contributes to your landing page’s conversion goals by giving it its own CTA. Clearly tell viewers what you want them to do next.

Video marketing platforms (like Vidyard) give you the option to easily add an interactive CTA directly in your video.

7. Embed Your Video on Your Landing Page

Your video landing page isn’t complete until you, you know, add your video. Either self-host your video or use a video hosting service and then embed it on your page.

Keep in mind that your choice of video hosting solution will impact the playback experience. Free, social-based options (like YouTube) typically include ads, which can distract viewers from converting.

What Are Some Video Landing Page Best Practices?

Sure, you can slap a video on a landing page and call it good. But, if you want to create a truly effective video and page, you need to pay attention to these landing page video best practices.

1. Keep It Short and Front-Load Your Message

Your video is there to support your page and drive action. To that end, it should be short enough that an engaged visitor will also read the supporting copy and move ahead to the next step.

Regardless of length, 54% of people will watch a video all the way through, according to our latest video benchmarks. That number jumps to 62% if the video’s less than 60 seconds.

Average Engagement for Different Lengths of Video

Making your video between 30 and 60 seconds ensures that the majority of people who click play will watch the whole thing.

Knowing that there will always be people who won’t finish your video—no matter how long it is—don’t save the best for last. Put the most important part of your message right at the beginning of your video. This approach means that nearly everyone who clicks play will see it.

2. Choose Your Thumbnail Carefully

You don’t have a ton of time to capture your visitors’ attention when they arrive on your page—an engaging video thumbnail is key.

Play buttons pique curiosity, but no one will click if the thumbnail’s terrible. Make yours irresistible by ensuring the still image behind it makes viewers want to press play.

3. Avoid Autoplay

It’s generally considered a landing page video best practice—and just good internet citizenship in general—not to autoplay videos.

This is especially true when it comes to videos with sound. Odds are, your landing page visitors don’t want to feel like they’ve landed on MySpace circa 2006. Autoplay turns a lot of people off and may cause bounces.

Something else to keep in mind is that autoplay takes up more bandwidth. Not only would it take your page longer to load, it also uses up the visitors’ bandwidth, which could serve as a deterrent for mobile users in particular.

A couple of caveats to this rule though:

• When using a video background, sans sound, then autoplay would be appropriate
• If you’re sending people directly from an ad that’s driving them to “watch the video” (or a similar CTA), then it may be appropriate to have it play upon their arrival as they’ve already signaled the intent to watch it, even though that action didn’t happen on the page

If you decide to autoplay your video, make sure you start it on silent so that your visitors can decide to click for sound.

4. Don’t Make the Video Stand Alone

Your landing page should never be a video and a form or button. There needs to be additional copy to provide context and information.

If you’re uncertain, consider this: Longer landing pages actually net 220% more leads than ones with above-the-fold CTAs.

Make sure your landing page has a headline, body copy, supporting points, and a CTA. A visitor should be able to get all the information they need to make a decision right on the page, regardless of whether they click play or not.

The video simply enhances that experience and engages the audience.

Because the video and text-based elements on the page work together, think about calling out the video in your copy. For instance: “Watch this short demo” or “See what X COMPANY can do for you.”

5. Be Mindful of Load Times

How fast your page loads is absolutely critical to its success—especially for mobile viewers. It has a major impact on conversions, bounces, and visitor satisfaction in general.

• 52.8% of people say they’d be willing to give up video for faster load times (Unbounce)
• A 100-millisecond delay in website load time can decrease conversion rates by 7% (Akamai)
• A two-second delay in webpage load time can increase bounce rates by 103% (Akamai)
• 53% of mobile site visitors will leave a page that takes longer than three seconds to load (Akamai)
• Sites that load in five seconds (compared with 19 seconds) have 70% longer average sessions (Unbounce)

Ensure that any elements you add, especially rich elements like video, don’t slow your page down. Consider compressing your video for a smaller file size or hosting it via a video platform that serves up the video using a CDN (content delivery network).

6. Optimize the Video and the Page for SEO

There are some important steps you can take to ensure that your video is optimized for search, which can boost your page’s rank overall. Search engines can’t actually watch your video (yet) so you have to provide them with the information they can read that tells them what the video’s about.

The biggest components of video SEO are:

• Captions:Video captions provide search engines more context about the content of your video
• Transcripts: Like captions, video transcripts tell search engines what your video’s actually above (Vidyard lets you embed the transcript as metadata)
• Video Chapters:adding chapters to your video content, not only makes it easier to engage with, but it also makes it easier to discover
• Metadata:Using metatags with your videos allows search engine crawlers to index contextual information about the player
• XML Sitemaps: These files make it easier for search engines to find and index video content (Vidyard automatically generates XML sitemaps for your videos)

You’ll also want to optimize other on-page elements to give your video landing page the best chance of ranking. Use keywords strategically in your copy (like the headline, subheaders, title tag, image file names, etc.). Pay attention to overall page speed. Make content shareable and build backlinks.

7. Test Everything

All of the things listed above are considered video landing page best practices, but that doesn’t mean they’ll work for every offer at every business.

Every organization and its audience is different. Test elements and approaches for your landing pages to see what works best.

Key things to test on video landing pages:

• Video length (i.e. short vs. long)
• Video thumbnails
• Autoplay vs. click to play
• Video placement on the page
• Type of video used (i.e. explainer video vs. demo video)

Figure out what your audience likes, then keep testing your assumptions to optimize further.

What Are Some Video Landing Page Examples I Can Use as Inspiration?

Ready to get started? These video landing page examples are a great place to start when thinking about your page’s design and execution.

1. ConvertKit’s Video Background Landing Page

Email marketing and automation platform ConvertKit makes video the star of this landing page by featuring multiple videos. Above the fold, there’s a hero background video. Then, lower down the page are a couple of customer testimonial videos.

3. Slack’s Supporting Landing Page Video

Workplace chat platform Slack used its landing page video as a supporting asset. The explainer video appears below the fold on the page. Slack uses the copy alongside it to call out the existence of the video and encourage visitors to watch it, using the tagline “Discover a better way of working” followed by a button labeled “Watch Video.”

3. GoodFood’s Lightbox Video Landing Page

Canadian meal kit delivery service GoodFood opted for a supporting lightbox video on their landing page. There’s a simple “Watch the video” button above the fold and just below the main header image. Clicking opens up an explainer video about the service in a lightbox player.

4. HubSpot’s Landing Page Video CTA

Inbound marketing and sales tool HubSpot uses a hero landing page video at the top of their HubSpot Academy page. The quick promo video (under a minute long) finishes with a CTA for viewers to browse available courses.

5. Adobe’s Lightbox Video Landing Page

On a landing page for Intelligent Services, Adobe included a video thumbnail in the hero image along with a “Watch Video” button beneath the header. Both trigger a lightbox video player.

This post was originally published on July 31, 2020. It was updated on May 20, 2022.

COLUMBUS, Ohio — A Democratic councilwoman from suburban Cincinnati who’s running for Ohio secretary of state has been found to have committed three minor campaign-finance violations, two related to her temporarily having an improper name for her state campaign committee.

The Ohio Elections Commission on Thursday fined Chelsea Clark $500, in part for having an improper committee name, and then in a related issue, having an improper disclosure in a campaign ad.

When Clark initially formed her state campaign committee on July 6, 2021, she called it “Chelsea for Ohio.” Ohio law requires candidates to include their last name in their campaign committees. “Chelsea for Ohio” then appeared in one of Clark’s campaign videos, even after she changed her name to “Chelsea Clark for Ohio” on July 7, 2021.

The commission also dinged Clark for accepting a $2,500 check from a donor dated July 1, 2021, before her campaign committee had been officially formed.

Clark is challenging Republican Secretary of State Frank LaRose in November’s election.

Phil Richter, director of the Ohio Elections Commission, said a factor in setting the $500 fine was that Clark had been fined $250 previously by the commission for filing late campaign-finance reports for her local campaign committee in Forest Park in suburban Cincinnati.

A lawyer for Clark said the violations were unintentional mistakes that were quickly corrected.

The elections commission made its finding in response to a complaint from Trevor Knapp, of Pickerington.

The secretary of state is Ohio’s top elections official, and is in part responsible for accepting and reviewing campaign-finance reports, while the elections commission is responsible for enforcing state campaign-finance law.

After Clark was fined, LaRose’s campaign issued a statement criticizing her.

“It’s understandable that candidates and campaigns make mistakes, but Chelsea Clark is a chronic offender of state election laws,” said Adam Rapien, LaRose’s campaign manager.

In response, Clark said in an email that LaRose is trying to distract from the failures of the Ohio Redistricting Commission, of which LaRose is a member. Legal issues involving the commission have cost taxpayers millions of dollars, including in legal fees, while delays in approving a new state legislative map could cost an estimated $20 million, the cost of holding a second primary election only for those races.

“This is the kind of politics that Ohioans are so sick of,” Clark said.

Satisfying search intent is a critical component of our daily SEO work. But if you’re not thinking ahead to what a searcher might look for after that initial query is answered, you could be missing out.

In today’s Whiteboard Friday, Ola tells you what “next search intent” is, why it’s important, and how to optimize for it. 

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi, Moz fans. I’m Ola King. I’m a user researcher here at Moz, and I’m excited to join you today for another edition of Whiteboard Friday. Today I’ll be talking to you about the next search intent. In a previous Whiteboard Friday, I mentioned the three bosses of SEO, and one of the factors that I mentioned affecting SEO are the search intents behind each and every search.

So everyone performing a search on a search engine is looking for something, and the search intent is the purpose behind that search. As an SEO, satisfying that search intent is critical to the success of your content. Britney Muller has a very in-depth Whiteboard Friday on this topic already, so I’m not going to be covering that. Logan Bryant also has another topic called the hidden search intent. So that’s something you should check out as well. 

But today I am going to be talking about what happens after you satisfy the initial search intent, so the next search intent. 

What is next search intent? 

So what’s next search intent? Well, if you’re looking at search as a journey, the next search intent is the next step in a searcher’s journey that is what someone would most likely be looking for next after they’ve completed the objective of a particular page.

So if search intent helps a searcher stay on your page, next search intent helps a searcher stay on your site. 

Why is it important?

So why is this important? Well, SEO is not just about ranking. In order to really maximize your efforts for SEO, you have to start thinking about how are your pages converting, how do the pages move people into the next stages in your funnel, so funnel optimization, what’s the user experience for your searchers, what’s the customer journey like and how are they engaged with the relevant content that you want them to be engaging with, how is this helping you retain your ideal customers or searchers, and how is each and every content internally linking with other pieces of content that you have on your site, and also the traffic distribution as well, so how are you moving traffic from the the top-performing pages into pages that might not be getting as much traffic.

How to identify next search intent

So how do you implement next search intent? Well, the goal of next search intent is really to identify what people are most likely to search for next and then nudge the searchers into those next actions. So you can do this with simple calls to action, embeds on pages, and links from one page to another.

Or you can get more advanced by tweaking your nav bar, making things a bit customized, adding a read next section to each one of your pages, having launchers that pop up. So many different ideas. Pretty much your goal is just to think of a particular page and think as a user, as a searcher, “What would I most likely need next after I’ve consumed this information?”

So some ways to get ideas is to understand your searcher’s persona, look at similar keywords that might be related to what your page is ranking for, look at other ranking keywords that you are ranking for as well. Look at what your competitors are ranking for that you might not be ranking for. This might give you ideas of your blind spots for content that might not be relevant to your particular page but other related pages.

Understand the curiosity journey. So this is like customer journey, but instead of looking at your funnel, you’re trying to look at, in terms of an information let’s call it map, what would someone want to know about next. Focus on the user experience as well. Providing the most relevant information always helps with a good user experience.

Check your Google Analytics and see what pages are people visiting when they land on a particular page. That will give you clues into what’s the next page or next intent that they want. You can also look on Google. Just search for a keyword and you can see for some keywords the people search next as well, and that’s the most obvious way to find the next search intent.

Four types of search intent

So how do you do this? Well, if you’ve watched Britney’s video or other information around the search intent, you will understand that there are four main types of search intent — so informational, commercial, navigational, and transactional.

Informational

So for informational, your goal is really to provide a good user experience and to optimize your funnel so that you can move people or searchers from one page to another. So you can do this by surfacing related content and then linking to your relevant pages on your site. 

Commercial

For the commercial one, your goal is for conversion because commercial is just about purchase intent.

So you can do this by adding a comparison of your competitors’ product or similar products that you have on your site, adding coupons, discount, and answering any objections that someone might have. So be proactive on the information that they would need before they need it and then surface it onto your page.

Navigational

Navigational, the goal is also a good user experience, retaining people on your website, and making sure you optimize your journey, so that’s traffic and flow from one page to the most relevant next page. You can do this with launchers that pop up as users perform certain actions on the page.

You can have customized nav bars. You can set up your site links correctly so that from the search engines that becomes apparent what page people can visit as well. 

Transactional

So for transactional, this is someone already knows what they want and they are just trying to buy things. Your goal in this case is just to convert and upsell.

So you want to have your related products surfacing, have your product variations, and then have the compatible purchases, like Amazon’s people also buy type of thing. You can put a little demo as well to help the searchers who might be looking for how your product works in real life by being proactive and having that on your page.

But yeah, so that really is the next search intent. If you have any ideas that I might have missed, please don’t hesitate to reach out and I would love to learn from you as well. The main key points to learn about this is when it comes to SEO, you want to think about things in a holistic way.

You don’t want to just look at one page on your site. You want to look at how each page connects, and understanding the next search intent allows you to bring value from one page that is performing well to other pages on your website so that your entire site can be blooming. But yeah, thanks for joining me today and see you next time.

Video transcription by Speechpad.com