There are countless reasons to aspire to an expanded web presence. On a statistical basis alone, more visitors to your site means more potential for conversion. This is true whether your goal is sales-related or the spread of information. One of the most powerful ways to escalate your web presence is to use animated video on your website’s landing page. Not only does video lend itself to social sharing, interactive and animated content has been proven to engage users and keep their attention. Follow this guide to create a landing page with animated video and enhance your current web presence.
Preparing a Landing Page
Your landing page should be created with animated video in mind upfront. Since landing pages are highly focused singular web pages, you’ll want the video to be the main form on content on the page. Your animated video should take a back seat only to your call to action, which is the purpose of the page. Landing pages are designed to make conversions out of visitors who click your ads or backlinks. So make sure your animated landing page video is created with the sole purpose of conversions for your specific call to action.
Don’t fill your landing page with other types of content, leave a small space for your logo and company contact information, and allow your video to claim the largest part of your page’s display. A solid background color may work better than busy textures or patterns, as your visitors’ eye should be drawn to the video at hand. Use quick-loading scripts and templates for your page so users don’t leave waiting for your video to appear. Make your call to action button present below the landing page video, or try having it appear once the video completes a play-through from a more informed and prepared user-base.
Campaign-Specific Landing Page Videos
To create an effective landing page video, you must know some things about your potential market. This is known a market demographic research. If you’re selling products in the automotive niche, for example, then the demographics of your market may be predominantly male, between age 16 and 65. Research what tone, colors, speed, and other factors of your animated video will work best for your specific market.
Landing Page Video Scripts
The script of your landing page video is as important as the animation. Tailor the vocabulary to your potential market, using concepts and phrases they are likely already familiar with. It’s okay to teach visitors more about your innovate products, but you don’t want to flood your users with technical jargon. Use engaging, conversational scripting to come across as an easy, user friendly website or business.
People are less likely to procrastinate learning more about your product if they see the entire process will be simple and convenient. Make sure your script syncs up to the video, and watch for the timing of spoken words. Sometimes text goes much quicker when vocalized than when read, which can lead to the need for more script than initially planned for to fill a 30 second or one minute animation.
Viral Video Animations
Make your landing page video entertaining to increase the likelihood that it will be shared across the web. Animated videos that deliver valuable content in a simple, palatable format have a better chance at going viral, or at least getting lots of shares. Try using Myth Vs. Fact, lists, shocking facts, and other such approaches in your video to encourage users to feel engaged enough to share your content.
Optimizing Your Landing Page Video
Your landing page video should be optimized for speed and efficiency. You want it to load within 2 seconds to make sure visitors give it a chance. After clicking play, the video should not delay to buffer. Use coding to detect user’s connection type and speed, and display the video at the appropriate resolution to safeguard against unreasonable load times. Choose a web hosting company that can provide fast downloads to your visitors.
Use Video Analytics
To make the most of your landing page and make sure your animated video is effective, you will need to use video analytics. This is done by installing a metrics analyzing application on your site, or using the metrics tracker available through your web hosting package. Make sure your click-through and conversion rates are improving after implementing the animated video. Try making tweaks to the video and checking the analytics again every couple of weeks until you find the most effective setup.
Effective landing pages entice your visitors to take action. Displaying animated video on your landing page is a great way to encourage such user-engagement. Consider aspects like duration, scripts, and market demographics to create a powerful, animated landing page video that will encourage your users to do business with you.
