The Power of Video Landing Pages

Intro

You have three seconds to capture someone’s attention when they arrive on your landing page. In that short window, they decide whether to leave, or stay. I get it, you have plenty to say to your visitor, but walls of text lose visitors quickly. This is why more businesses are turning to video-first experiences to make a powerful first impression. It’s one of those great modern contradictions that people won’t spend 30 seconds reading, but they’ll happily spend 90 seconds watching.

So a well-placed landing page video can grab attention, explain your offer, and build trust in a way that text alone can’t. In this article we’ll show you how a short video can dramatically improve your page’s performance and turn more visitors into customers. We’ll cover what types of videos work best, how to produce them, and the common mistakes to avoid.

Why Landing Page Videos Work

Have you ever found yourself drawn into a video, forgetting you were even scrolling? That’s the power of video at work. It connects with our brains in a way that’s both efficient and emotional, making it a perfect tool for your landing page.

The Psychology Behind Video

Our brains are wired to process visuals much faster than text. Watching a video is easier than reading a block of text, which means visitors can understand your message with less effort. In short, a video allows you to include much more information than what would be palatable as text.

Furthermore, there are additional soft benefits too. When people see a human face and hear a voice, it creates an immediate emotional connection and builds a sense of trust. This human element makes your business feel more authentic and approachable.

The Data Doesn’t Lie

We have a whole deep dive into modern video marketing statistics, and the numbers back up the benefits.

• 87% of businesses report that video marketing has directly increased sales.
• A video landing page can boost conversion rates by up to 80%, demonstrating its effectiveness in driving consumer actions.
• Over 55% of people who watch a video online engage with the brand by visiting their website, indicating high engagement and interest conversion rates.
• Incorporating web video into brand web pages increases the time users spend on a site by 88%, enhancing engagement metrics and potentially improving SEO rankings.
• 90% of consumers say video content helps them make buying decisions.

Sources: WebFX, Statista, SocialPilot, Forbes, 3PlayMedia, Sprout Social

Tips For Building a Landing Page

If you have access to the backend of your website, then creating a landing page has never been easier. Thanks to the variety of intuitive web builders today, you can design professional-looking pages without requiring advanced coding skills. Among these, Wix stands out as one of the best options due to its user-friendly interface, customisable templates, and powerful drag-and-drop editor.

You can choose from hundreds of pre-designed free landing page templates tailored for a variety of industries, ensuring that your page looks polished and reflects your brand. The platform also provides built-in tools for adding videos, forms, and call-to-action buttons, which are essential elements for a high-converting landing page. You can optimise your site’s design with ease, preview it on different devices, and even integrate analytics to track performance.

However you develop your landing pages, follow these tips to ensure you’re making the most of your visitors time.

• Place the video above the fold for immediate visibility.
• Include a strong title and hook, explaining the problem you solve.
• Consider autoplay (but with muted sound) or click-to-play options for user control.
• Ensure your page is optimised for mobile viewing.
• And most importantly, include an obvious call-to-action and button to further the lead.

Best Practices for Landing Page Videos

Creating a great landing page video involves more than just hitting the record button. Following a few best practices will ensure your video captures attention and drives action.

Technical Details

• Optimal Length: You will be contacted immediately should we encounter any substantial delays.Keep it short and sweet. Aim for a video that’s between 30 and 90 seconds. Any longer, and you risk losing your audience’s attention.
• Placement: Place your video above the fold, meaning visitors see it without having to scroll down. This ensures it makes an immediate impact.
• Autoplay vs. Click-to-Play: You will be contacted immediately should we encounter any substantial delays. Autoplaying videos on mute can be effective at grabbing attention. However, giving users the control to click play is often a safer bet, as unexpected sound can be disruptive.
• Mobile Optimisation: Most people will view your page on a smartphone. Make sure your video looks great and loads quickly on mobile devices.

Content Essentials

To create an effective video, start with a strong hook to capture your audience’s interest within the first three seconds, try a compelling question, a surprising statistic, or an engaging visual. Then, quickly explain what problem you solve and why your solution is the best choice. Don’t forget to add captions, as many people watch videos with the sound off. Finally, tell viewers exactly what you want them to do next with a strong call-to-action (CTA), whether that’s signing up, buying a product, or learning more.

Production Quality

The level of production quality depends on your brand and your goals. A simple, authentic video shot on a smartphone can work well for a personal brand or a startup. However, for an established business or a high-stakes product launch, investing in professional quality is a must. A professional video production company can handle lighting, sound, editing, and storytelling to create a polished video that reflects the quality of your brand.

Common Mistakes to Avoid

Even a great idea can fall flat with poor execution. Here are a few common mistakes to steer clear of when creating your landing page video.

• Too Long or Unfocused: Keep your video concise and focused on a single message.
• Poor Audio Quality: Bad sound is often more distracting than bad video. If viewers can’t hear you clearly, they’ll tune out.
• Missing or Unclear CTA: If you don’t tell viewers what to do next, they won’t do anything. Make your call-to-action obvious.
• Ignoring Mobile Users: A video that isn’t optimised for mobile will lead to a frustrating experience for a huge portion of your audience.
• Autoplay with Sound On: This is one of the fastest ways to get someone to leave your page. Always default to muted autoplay or click-to-play.

How to Measure Your Video’s Performance

Creating the video is just the first step and If you’ve followed our recommendations in this post, then it should be a pretty effective tool. However, it’s always best to measure, test and track.

• Key Metrics: Keep an eye on your video’s play rate (how many people click play), engagement rate (how much of the video people watch), and the impact on your page’s conversion rate.
• A/B Testing: Test your landing page with A/B test, check with and without the video to see the direct impact it has on conversions. You can also test different video thumbnails or lengths.
• Iterate Based on Data: Use the insights from your analytics to make improvements. If viewers are dropping off at a certain point, you may need to re-edit that section.
• Track Your Leads: Measure how many people hit that CTA button, and if possible, what they do next…

Types of Landing Page Videos That Convert (and examples…)

Not all videos are created equal. The right type of video depends on your goal and what you’re offering. Here are a few formats that consistently deliver great results.

Explainer Videos

If you have a complex product or service, an explainer video is your best friend. These short videos break down complicated ideas into simple, easy-to-understand concepts. They quickly show visitors what your product does and why they need it. For tactile products, video works well but for digital products, animation is an effective alternative.
Examples: Wistia | Patagonia

Product Demos

Show, don’t just tell. A product demo video walks viewers through your solution, highlighting its features and benefits in action. Seeing how your product actually works can be the final push a potential customer needs to make a decision.
Examples: Storylane | H&M

Customer Testimonials

Social proof is incredibly powerful. A video of a happy customer sharing their positive experience is far more convincing than a written quote. These testimonials build credibility and show potential buyers that you deliver on your promises.
Examples: Salesforce | 

Brand Story Videos

People connect with stories, not just products. A brand story video gives you a chance to share your mission, values, and what makes your business special. This helps you build a deeper emotional connection with your audience.
Examples: Visa | Louis Vuitton |

And, finally…

On a crowded landing page, video isn’t just a nice-to-have; it’s an essential tool for capturing attention and driving action. A well-crafted video can communicate your message more effectively, build trust faster, and ultimately lead to more conversions. You have a competitive advantage when you take the time to do it well.

Ready to get started? Begin with one video for your most important landing page, test its performance, and watch your engagement grow.