There are lots of opinions out there about the pros and cons of using video on your landing pages.
It’s clear that you can significantly boost lead generation conversion with video, but that doesn’t mean you can just slap up any video and expect an increase.
Of course, at the end of the day you’ll have to find the format and style that works for you by testing various options, but let’s take a quick look at some do’s and don’ts as you create videos for your lead gen pages.
Do: Relate Your Video Specifically to the Offer at Hand
Talk about what benefits the customer can expect to receive and include relevant details about the offer. Make sure the customer hears the essentials he needs to make a decision.
Don’t: Use the Same Video on Every Page
Don’t create just one TV commercial and expect to increase lead generation conversion with video. Different circumstances and different audiences need different approaches. Tailor your message to the audience and to the offer for best results.
Do: Include a Call to Action in Your Video
You can display the CTA throughout the entire video, show it only at the end, or have it appear at several strategic points. It also helps to have a directional cue like a person pointing or a voiceover that points out the call to action.
Don’t: Assume that Autoplay Works for Every Audience
Autoplay can work in certain situations, but some customers will be annoyed by it. You can test autoplay vs. a clickable play button and use the one that works best for you.
Do: Post Your Video in Several Places
Upload your video to YouTube or Vimeo (or both) and embed the content on your landing page. Not only will more people see it, but it can also help boost your rankings in the search engine. Make sure the content is optimized for SEO in order to get Google’s attention.
Don’t: Assume That One Size Fits All
Some landing pages need a 30-second elevator pitch, while others need a more in-depth discussion of the product or offer. Test video length with your audience to discover which will best help you increase lead generation conversion with video.
Do: Write a Script
Writing a script forces you to plan what you’ll say ahead of time and helps you sound more professional. The last thing you want is to turn your audience away because your video sounds thrown together.
As you work to increase lead generation conversion with video, these ideas can help you create the tests you need to make sure your audience connects with and responds to your landing page content.