Director of Inbound Training and Video Strategy, Inbound and Video Workshop Trainer, Creator of the Facebook Group ‘Film School for Marketers’
May 31st, 2019
How well are your landing pages converting these days? Do you have a sound strategy for improving conversions besides changing the color of the submit button?
It’s funny to think that there was a time, not long ago, where things like color psychology were the only proven methods to increase conversions on those precious forms.
Fortunately, times have changed.
Video has transformed the strategy every sales and marketing team enacts to generate more leads on our websites.
And landing pages are no exception.
The beautiful thing is landing page videos are some of the easiest to make yet also have one of the most significant impacts on lead generation.
In this article, I want to show you some of the landing page videos we’ve worked on with real clients, resulting in increases on conversions ranging from 80% up to about 250%.
But first, let’s discuss precisely why video solves such a major problem on these pages.
Why Are Landing Page Videos so Important?
By definition, a landing page is any page on our websites that has a form on it.
The most common landing page many businesses already have on their websites is the “contact us” page, but they are commonly also created for offers or downloads, a place to book meetings or calls, or requesting additional information about your organization’s services or products.
But all of these landing pages come with the same challenge -- building trust.
Think about the last time you were on a landing page.
There you were standing at the gate, awaiting access or entry, and there was only one thing standing in your way. You had to turnover your precious contact information.
How did you feel? Especially when that information included your phone number or your email address?
Worry. Concern. Fear.
We’re fearful of turning over this information because we’ve ALL been spammed before, and it sucks. Plus, with identity theft and other data security issues popping up every day, it’s hard not to be wary about sharing information online.
If you and I feel that way on landing pages, isn’t it just as likely that your prospects feel the same way?
Of course, it is.
Fortunately, however, we can develop a solution that will make them feel more comfortable.
Tell them what’s going to happen next and make the value of turning over their information clear.
This, in turn, creates trust and comfort.
What’s the Proper Structure for a Landing Page Video?
If you’re wondering how to get started with a landing page video, there is a simple three-step framework that we’ve noticed does the trick:
Explain why the viewer needs the solution
Explain what the solution is
Explain what happens next if they use the solution (or how the solution works)
Following along the main idea of easing the concerns of prospects, these three steps quickly communicate the value of your offer and what’s going to happen once that prospect turns over their information.
Let's say, for example, I was creating a landing page video for an “Ultimate Guide to Landing Page Videos.”
Below is what my script outline might look like broken up into the three steps. This is what I would say during each section of the video.
1. Why Do I Need This Solution?
“Landing page videos have shown time and time again to radically increase conversions. The problem is, creating landing page videos can be quite difficult and time consuming without the proper structure. In fact, many organizations will never include a video on a landing page simply because they don’t know where to start.”
2. What’s the Solution You’re Providing?
“That’s why we’ve created the “Ultimate Guide to Landing Page Videos.” In this guide, you’ll learn the simple yet effective structure for the video, tips for how to shoot it, how to embed it on your landing page, and more.”
3. What’s Going to Happen Next?
“To download the guide, fill out the form on this page. After you hit submit, you’ll be taken to a page where you can download your guide. You’ll also receive a copy in your inbox, just in case you missed the download link, or would rather download it later.”
Why is this framework effective?
Many copywriting experts of the world have concluded that establishing a relatable problem early and then providing the solution is intriguing to the viewer.
It helps the message emotionally resonate with the reader, viewer, etc.
It helps us name or articulate our problem and realize that we’re in need of a solution.
In fact, Some years ago I noticed a trend in the ads I was being shown on Social Media. Many of the ads (which in my case have been primarily health or fitness related) used a similar technique of hyper sympathizing with and explaining my problem before they pitched the solution.
In other words, the first 90% of the video ad, would be making statements like “you’re eating all the time, but you’re not gaining muscle mass.”
It worked on me. This is when I realized how important it truly is to show your prospect you understand their problem before you pitch a solution.
Now that you know what a great landing page should accomplish and include, let's take a look at some that did it right.
Examples of Great Landing Page Videos
Over the course of consulting and training dozens of organizations, we’ve seen some really great landing page videos.
I’d like to show you a few IMPACT clients as inspiration and tell you why I believe they’ve been so effective.
I love how Cristian and the team at River Pools executed this short, simple video.
In the beginning, we get right down to business. “We’ve all had that uncomfortable moment when it’s time to submit our contact information.” I sure have! The fact that River is willing to talk about what we’re all thinking is endearing.
What’s more, we know exactly what’s going to happen next. One phone call from one person. One email. Short, simple, sweet.
First of all, what great branding and use of color.
That’s just a bonus on this sweet landing page video.
What’s great about this video is it not only makes me feel more comfortable filling out the form, but it gets me excited about it.I mean, if I were a concerned homeowner, just look at all the things I'll now be educated on and I don't have to hunt down the right information from 20 sources.
The comprehensive explanation of what it includes makes it a little less daunting to explore such a big guide.
From a production standpoint, I can also appreciate the way they left the right side of the frame open for all the text this video needed.
3. IMPACTs “Contact Us” Landing Page
Ok, so I’m a little bit biased on this one.
Sometimes we, as businesses, don’t realize that although the contact us page can be an easy way for people to get ahold of us, they are kinda lame and ineffective in many cases.
This landing page video is great because it points out two of the most common concerns with a contact us page. First, who is going to be seeing this submission and where will it go from there. Second, am I going to get spammed just for reaching out.
Both concerns are addressed completely, leaving us no cause for concern -- but Myriah doesn’t leave us there. She also outlines exactly what’s going to happen next during a meeting and what’s covered during said meeting.
Getting Started with Your Next Landing Page Video Project
Feeling the inspiration? As you can see, these types of videos are not only extremely effective but can produce radical results with lead generation. Getting started doesn’t need to be difficult either.