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The Benefits of Embedding Videos on Your Landing Pages

Tuesday - June 26th, 2012

Written by: Tristan Pelligrino

The Benefits of Embedding Videos on Your Landing Pages

Marketing today is vastly different from how it was 20 or even 10 years ago. Consumers have vast amounts of information available at the click of a mouse and if your content doesn’t interest them, they can simply click away to the next competitor. No matter what type of business you have, there are probably dozens or hundreds of competitors out there vying for the same customers. Because of this, you need to make your message pop.

As a marketer, you probably spend most of your time and effort in looking at how to get visitors to your relevant landing page. Don’t let the stats fool you, just because you get these visitors to come check out your landing page, does not mean they are going to view your message and turn into a conversion. While there are many different ways that you can improve your conversion rate, one of the most important things is to immediately engage your visitor and deliver what they are searching for. The most effective way to engage your audience on a landing page is by integrating video content.

Video on a landing page is not a new idea. In the years since hosting videos online has been feasible, this has been common practice. However, doing it the right way—in a way that will attract customers—is the key. Let’s check out a couple of examples:

Renaissance Hotels

Renaissance Hotels - Landing Page with Video

I came across an ad to this landing page when I was searching around on TED. The landing page supports the hotel’s “Live Life to Discover” campaign. The video does a great job supporting the theme that wherever you travel, you can be inspired by the local flavor and culture. The video is about 90 seconds long and incorporates a range of powerful visuals. The images are colorful and highlight the luxurious amenities offered by Renaissance Hotels. From a technical perspective, the video is hosted by YouTube and plays in-line with the rest of the content.

Brightcove

Brightcove - Landing Page Video

Not surprisingly, Brightcove (leading video hosting platform), includes video on their landing page. I spotted this offering when I was navigating one of the tech blogs. This video basically takes a tour of their product suite and demonstrates how their hosting platform, video players, etc. perform on the web. In this case, the video appears in a lightbox in lieu of an in-line player.

Rackspace Hosting

Rackspace Hosting - Video Landing Page

Rackspace Hosting, which provides a variety of secure cloud hosting solutions, uses video in a more subtle way. On the right sidebar of the landing page, you’ll see an interview with the company’s CTO. The video feels very organic in nature. Meaning, the quality is very homegrown. Although I’d prefer a more professional tone here, I think it does allow the company to feel approachable.

Coldwell Banker

Coldwell Banker Landing Page Video

Coldwell Banker, a leading real estate firm, has a landing page for their career site. This page is set up for potential employees to learn about the company and how to get started with the application process. There is a simple video on the landing page that encourages clicks. This short video shows more about the culture of the company than a 1,000 word document ever could. Giving an accurate picture of your company’s culture is one of the top uses for a video on a landing page.

There are many other examples out there to checkout. Unbounce has a good list of effective landing pages with video. All in all, if you’re trying to boost conversions tied to one of your landing pages, take a look at integrating video content.

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