Best Practices for Landing Page Videos

Videos on landing pages are seen as a proven way to improve conversions.

These videos on your landing pages provide you with a ton of options to improve conversions.

You might want to use landing page video best practices to get the most out of these tips.

With videos, you can take the step ahead to differentiate your brand and you from the competition around you.

When to Use Landing Page Videos

Video is a rapidly growing, and almost mostly consumed platform however videos are not easy to create.

  • You might need actors to do the shoot for you, you might need videographers.
  • Shooting time can expand to several hours or days.
  • SImple iPhones might not be enough.
  • Video editing software will be essential.


After that you also need to answer why you need landing page videos. How do they help you?

Videos can be a grand way to increase landing page conversions. Videos however aren’t the solution to all your conversion rate issues that you might experience. You need to think of different instances where you provide value to a visitor. Above all, you need a landing page software like Unbounce that can deliver.

Here are a few examples of how videos can help:

Product/Explanatory Videos

With an explainer video, you can explain many more details of a product than otherwise. Blog posts might not simply be able to cut it.

Even if you create a landing page copy in the best way possible that is no way an assurance that people are going to read the complete thing or even remember it.


People tend to remember 80% of what they tend to experience visually. The average consumer may remember your brand better if you use explainer videos to help them understand what it is they are converting to.

Feature Focused Videos — feature-focused videos focus on the features of a software or product and explain what it does.

Benefit Focused Videos — landing page videos that ideally speak about the benefits of a product communicate that value to people above all.

This can be a benefit-driven strategy that can boost conversions in real-time.

Marketers forget that unless we tell others how our product is beneficial to them, people are not going to care.

The job as marketers is for us to make people understand our service and the value of converting better.

Demo Videos

Explanatory videos are not the only ones where you can leverage videos on landing pages. Certain offers in tandem with videos help shore up better conversions.

This can boost conversions.

“Schedule Demo today”, “Get your free download” are all great calls to action you can use.

Landing pages should be used as assets that don’t appear like a lot of work to users. Instead, they should be something that drives conversions.

Customer Testimonial Videos

When on landing pages give people more than one reason to buy from you. One such reason is the amount of social proof you’re going to use. 

When people are in the exploratory stage they are cost comparing multiple options and want the best possible pricing they can secure. They are not really prepared to trust everything you might say about your band. An alternative is using customer testimonials.

Testimonials tell potential customers that your products are great and that they can trust you to deliver. Testimonials in video form can engage users in a much better way.

The best testimonials work because they are the most specific you can see.. They communicate value to the target audience. The reviews are better than a single-line review of what you do.

There’s a dedicated section for testimonials and user reviews on most sites. That doesn’t seem landing pages need to be completely devoid of these.

The testimonial videos have to reasonably well-ff. People should be able to relate to the story you’re telling them.

These are some of the ways to use videos on landing pages. Each campaign presents with itself the best opportunity for you to use your audience to engage with the content you produce.

Live-Action Landing Page Videos Best Practices

Live-action videos are another piece of the puzzle. They are certainly popular with a segment and here’s why you might want to use them on your landing pages.

If you want to know what live-action videos mean, think of a video without any scripts they’re based on.

As you explain what you need, the video appears truer and much more natural.

Once you have written the script there’s more organization. Live-action videos need a set and great natural lighting.

As you place your participants in the frame you can shoot the video the way you want it. For explainer videos, it’s best to keep your narrator at the front and center.

For interviews, the interviewer and interview should share screen space.

A good pause can help watchers relax a bit. You can also vary the background music and include animations wherever relevant.

Editing should explain the experience you want to optimize for.

One best practice is adding animation or design to explain the inherent complexity with the product. Simplify things.

It’s easy to explain a few things with words alone. For others, screenshots and animations tend to work best.

This helps the topic become much more understandable and easy to digest.

Also, use captions in all your videos so that people not speaking the language too are able to follow what you’re saying.

Keep the cta to the side of the video so that they appear side to side.

These tend to boost conversions by readily communicating the value they have to users.

Stress the conversion as the ultimate goal.

Advantages of using live-action video

Live-action landing page videos help you humanize your marketing.

PPC advertising too has many of the same issues that other advertising may face. Users don’t generally trust what they see. Primarily because they feel they’re being sold to.

Putting a person on screen helps you familiarize your brand and showcase your authority.

Live-action videos have a sense of interaction that’s very hard to replicate on other types of videos. This helps you frame your communication quite well and drill sense regarding what you’re doing.

This enhances the landing page experience and makes it much more personalized. A personalized landing page experience is bound to generate more conversions.

IF the video is product-based, live-action videos provide a great place to insert real-life case studies.

Cons of Live-Action Video

Cons of live-action mean even if you’re the founder and want to convey what you’re doing in the best possible way, you want to choose someone who has a handle regarding speaking before the camera.

Live-action also has more drawbacks than screen performances.

  • Putting a face for your brand humanizes it but not everybody can look good on camera.
  • Live-action can be thought of as low or high quality.
  • Production assets like lighting, sets, and editing can be expensive.


Animated Landing Page Videos

Next, look at animated landing pages.

If you want to put some sense into abstract ideas that can’t be communicated with graphs use animated landing pages.

Animated Video Best Practices

Animated videos are nowhere as simple to create as live-action videos.

What matters is the animation should guide people through the steps and the viewers are going to find the content to be interesting.

This gives you a very high value when conversions actually happen.

The landing page videos can provide tons of context.

These explain what the product does, how it works and the animation is entertaining to watch.

With animated videos, the biggest advantage is the fact that the videos accurately capture abstract ideas and turn them quite engaging. This opens up odds for exploration.

Animation offers a lot of contexts and you can set up an entire world where the general rules may not suit based on how aggressive the animation is.

The videos should be the primary jump-off point that encourages views and conversions.

The CTA should align well with the call to action to ensure a good user experience.

Don’t add too much animation that can appear distracting to the end-user from the conversion. Animated videos aren’t the best way to show animation skills.

They are just there to show and succinctly explain a concept well.

The voice-over has to be external and is a major guiding point.

Pros of Animated Video

With animated videos, you get total control over how you create a video and the message you send to others.

You have zero worries of what the actor is able to deliver. You can add whatever graphics into the video you want and move it to perform in the best possible way.

Animated videos are the mainstay to send out customized brand experiences.

Videos are powerful because they tend to deliver an experience that’s hard to forget. A strong brand experience is supposed to stay in the mind of the users.

Animated videos additionally cost way less than live-action productions that you can conjure up. A big part of production costs involves the design, lighting, payment to actors, and purchase of camera equipment.

Pay your animator designer and the software they use.

Look at the cost savings you’re going to have on the table as a result of this.

Animation brings a sense of delight into what we do to capitalize on the finesse.

Cons of Animated Video

The biggest issue is that it can come across as childish for bigger stakeholders like CEOs and CMOs.

The biggest problem with animated videos might be finding someone who’s talented enough. This means you will be testing a few and finding the perfect match. That can take a few days. Such designers might be hard to come by.

The video storytelling board that you’re going to create might get complicated enough. So don’t let that drown you in needless complexity.

An animated story is tougher than telling out something in speech.

Animated Versus Live-Action Video

The B2B Versus B2C Debate

Animated videos might appear as too childish to some. Other marketers believe that live-action is better.

B2b marketing content is generally relevant to decision-makers like CEOs or CMOs and as such they might prefer something like a live-action video. On the other hand, regular people might prefer animated landing pages.

B2b marketers routinely find that live-action videos are formal and offer a serious tone that’s difficult to replicate in other types of videos.

On the other hand, for B2C campaigns where you’re targeting everyday consumers, marketers feel that animation works better.

It all boils down to two basic assumptions: In the B2C space, it’s more important to provide a memorable experience. In the B2B space, it’s more important to provide valuable information.

Regardless of b2c or b2b both sets contain people and this is who you are marketing to.

Considering Competition

The best landing page tactics are successful because they create a memorable brand experience for your users. Memorable means being different.

So, if you’re debating over which landing page video style to use, make sure you learn from competitors. It’s simple to do and you can learn plenty from them.

Be The Risk Taker

If your goal is to be different and memorable with your landing page video, don’t be afraid to venture beyond what others generally do. A funny and bold video can do wonders for engagement and boost viewer retention rates.

A personalized and no-shits-given approach leaves you thinking about the cause long after the video stops playing.

Conclusion: A Memorable Impression Is What Matters

Across the board, what matters with landing page videos is worth remembering. Being funny, poignant, serious is something you can do and experiment with.

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