Having a solid landing page is important to ensure you get the right conversions. Without a high conversion rate, you’ll be amazed at how much you’ll struggle to get from Point A-to-B. With that said, I’ve dedicated much of my time to finding out what works compared to what doesn’t. This means I have done enormous split testing, and have been able to figure out what really matters when it comes to building a landing page for conversions. Next,
You’ll notice a huge trend in landing pages, and it is to include videos. I’ve noticed when including videos, you are automatically increasing your conversion rate by 10. People love videos because it takes very little work to pull out the value you are looking for. However, with people knowing this, I’m surprised at the amount of people who pay no attention to the videos they add to their landing pages. I’ll tell you that your missing out on solid conversions if you don’t add videos to your LP’s. Next, these videos have to be well constructed, and should follow a certain pattern.
Here are six factors I’ve paid close attention to when building landing pages, especially, when adding videos. Let’s get started.
Not Educating Visitors
When you add a video, it’s important to not just add any boring video because this is NOT going to help your conversions. People arrived on your page because they want to find value, and it doesn’t matter if this comes in text, landing page or even image format. You have to educate because when they feel like they are learning something, they’ll most likely click-through increasing conversions.
Whenever you design a landing page, put yourself in the visitor’s position, and think about the kind of stuff you like to read or view. This will help you make the right tweaks to your landing page video increasing the overall value. Start by doing the following:
First, this about the product or service you are promoting, and what are the top features you’ll like to present. For example, if you are promoting a product, then it will be a good idea to make a list of the features which stand out. This way when you are creating a video, you’ll be able to base it around these features. Look for features which the competitors DON’T offer because only then will you provide different value.
Secondly, check out the products affiliate page because many of them will offer you ready made videos. You just have to copy, and paste to put it on your website. This will also save you the trouble of NOT having to create a video on your own. The video offered by the affiliate program will already showcase some of the important features.
Third, think about your audience, and the type of information they are looking for. If you have been blogging for some time, then you know your audience so can tweak videos to meet their preference.
Fourth, create video and make sure it’s interesting while keeping right to the point. I’ll be talking about this in detail later, but it’s important to ensure you always stick to the main points.
Complication
That’s right! I’ve seen many landing pages, and I’ll tell you that many of them are way too complicated. If you want people to convert, then make things very simple for them. For example, I was reading on this topic, and found a great example using Dropbox.com. If you head over to their website, you’ll notice how simple the entire conversion process is. Not to mention, the video is optional, and the whole layout if very clean. Check out this illustration, and you’ll notice how right to the point the page is while giving the user the option to watch a video.
Providing the video option, gives newbies the ability to learn a bit more before getting started. However, many people just want to get started so will download the product.
When creating your landing page, it’s again important to put yourself in the visitor’s position, and ask this question: Is this page easy or too complicated? If you answer “Yes”, then go through looking for ways to tone down the landing page. Here’s a cool trick I use whenever I’m designing a page:
Head over to someone who is your competitor, and look at what they are doing. You can learn a lot from them especially if they have been in your niche longer. Spend a few hours, and make notes along the way so you can improve your page afterwards by incorporating some of the same elements.
Poor Call-To-Action
Whenever I’m building a video landing page, I’ll always make sure I have a solid call-to-action. I’ll place this in two places. First, it will be a “click” to start the video so people can start watching. Many videos do play automatically however lately I’ve opted to not have mine to this. It’s because I like to give people more control when they are on my page. Sometimes visitors are more interested to read through the content on the page instead of watching the video. This is why my first CTA will be a clear “Play” button. Next,
Always have a call-to-action in the video because after you educate people, you’ll be able to direct them to a specific call to action. However, you can even place this towards the bottom of the video pointing people to it after they have finished watching the video. The point is…
It’s very important to have a CTA (call-to-action) so people who have arrived for the first time know what to expect from the video, and how they can get from Point A-to-B.
Design Does Matter
Landing page have to attract your audience, and stand out compared to your competition. This means you have to focus on design making sure they are inviting. Landing pages are actual “Pages” so the same concept applies just like your entire website. For example, 75% of people will leave your website if they feel your website is NOT inviting or trust worthy. This applies to your landing page too. The longer you can keep your audience on your page, the better chance you can convert them increasing your conversion. Let’s look at a few things to keep a close eye on when building your landing pages.
First, it’s important colors match, and are easy on the eyes. For example, I like to base my entire color combination on my logo. All colors must represent my logo, and play off each other. They must be around the same spectrum of colors i.e. blue, grey, white, etc. The more comfortable the colors on the visitor’s eyes, the more time they’ll spend on your website. Secondly, font size must be very easy to read so go for the common sizes like 14px, 15px or even 16px. Some bloggers make the size too small hoping the person will adjust zoom to compensate, however this isn’t always the case. I like to avoid the visitor leaving my page to do anything once they have landing. This is why I make sure I test different sizes looking at bounce rate over 30 days until I find the size which actually work.
Third, incorporating some main “target” keywords are a great way to build momentum while increasing conversions. Keep in mind, they have arrived don your page by typing in specific keywords, and expect to see them on your page when they arrive. The more they see them, the higher chance they’ll stick around because they know they’ll find the solution if they do. I’m surprised at the amount of people who forget to incorporate target keywords on their page, and this causes them to lose customers, and momentum quickly. From my experience, I’ve noticed the following locations matter when building a landing page for conversions.
- Headline – should be short, and right to the point with your main keyword included.
- Bullet-points – You want to ensure you have small amounts of text so people don’t have to waste time reading. This is why I always include bullet points with my main and target keyword in them.
- In the video – This is the most important because people fail to re-iterate the main purpose of their video. Include or mention the main keywords within the video.
As mention on my last point, many people fail to include their main keyword within the video, and this does NOT help re-iterate the point to your audience. Make sure you mention or include keywords within the video.
Final Thoughts
Including a video on your landing page is something which is very popular. It’s a great way to educate your audience without them doing too much work, and just pressing the play button. However, just like anything else, it’s important you split test different video player designs, and “ACTUAL” videos at the same time. This will help improve your overall conversion rate when engaging your visitors. Next, keep the main elements in mind when building your main landing page video next time. For example, it’s important through your video you:
- You educate your audience because they are always looking for value. It doesn’t matter if this is through text or video, the bottom line is value.
- Make the video right to the point removing the complicated elements. Don’t make video fancy or hard to understand. They should be able to pull out the value easily.
- Always add a call-to-action because a lot of people who are visiting your page will be newbies. They’ll watch the video, and need to be told what to do next. Add CTA within the video, or a direct message showing them what to do next.
- Design matters because you want to make video easy on the eyes so people keep watching to its entirety. Remember, the longer they watch, the higher chance they’ll be able to pull out the value which is great for your bottom line.
Next,
Landing pages can be tough to create, and master however it all comes down to the amount of time you take testing, and optimizing. Afterwards, you’ll have a much easier time building a landing age with awesome conversions.
