Creating landing and squeeze pages is a common Web strategy used to prompt site visitors to perform a specific action such as sign up for a newsletter or purchase a product. These pages don’t automatically lead to conversions though. The pages must first be discovered by the user, and the pages must be loaded with compelling text. Once the visitor lands on the page, the content must convince the visitor to act. While text can certainly do that, you have another tool available: online video.
You can use online video in several ways. For starters, use online video to help the visitor find the desired page. For example, if you want users to download a trial version of a new program you’ve developed, use online videos on-site as well as off to drive traffic to your free download page. Online video is a terrific medium for demonstrating the features of the program, showing the program in action, and showing how the program can make life easier for its users. Consider video testimonials, onscreen chats with the software developers, a virtual spokesmodel, or a polished production touting the features and benefits of the program.
These videos can be used on your site or off – or both – to drive traffic to your landing page. For example, you could use a virtual spokesperson to talk about the benefits of your new product and then point to the link that users need to click in order to learn more and download the free trial. You could also post videos on YouTube and other external sites.
Now that traffic is landing your landing page, you can put online video to work once again. After all, not all traffic will arrive based on those videos. As the old saying goes, a picture speaks loader than words. So, put moving pictures to work for you! Online videos allow your site’s visitors to get a taste of whatever it is you are selling. In addition, online videos make your site more personable. People like to buy from other people, and featuring people on your landing page’s videos illustrates that your company is powered by real people.
Because you will be featuring an online video on your landing page, make sure that the video features a clear call to action. This isn’t the place for video tutorials; it is the place for marketing video. What do you want viewers to do once they’ve watched the online video? Download a trial version of your software? Fill out a survey? Sign up for a newsletter? Buy your product? No matter what you want the user to do, you must prompt the viewer to do it! This could be as simple as saying, “Download a free trial version today” or “Take advantage of our $20 discount by ordering before midnight.”
Online video has become a powerful tool with many applications. Not only can it drive traffic to your landing pages, it can also enhance visitor follow through rates.
How have you used online video on your squeeze pages? Share your ideas, thoughts, and successes with us!