Landing Pages and Video

By Kaitlyn Smeland Dhanaliwala | Apr 16, 2009
More Articles by Kaitlyn


Most SEMs who have experience designing landing pages know the basics of designing these conversion-focused pages used in conjunction with PPC campaigns:

  • A title consistent with the search term, the ad copy offer, and the content of the page
  • A hero shot
  • Just enough content to explain the product and offer
  • A strong and salient call-to-action

The “hero shot” is typically a big, bold image of the product or someone using the product.  However, a recent test conducted by Ion Interactive shows that there is the potential to improve conversion rates by switching out that hero shot for a video.  The test sites a 100% increase in conversion, virtually instantly, after switching a static image with a video on the landing page.

Of course, this option might not make sense for every type of product or service out there.  But if you already have video product tours on hand, it might help engage your audience and give them more information without loading the page with a lot of text or pointing visitors to another page for “more information.”

Here’s an example of a landing page that could probably try a video landing page test:

landing page example

The image in the lower right-hand corner links to a library page of instructional videos on how to apply the product for the best results.  Why not embed the actual video in a frame on the landing page itself?  That way, the retailer would not shoo visitors away from the offer page.  While you do not want to distract visitors from the offer, testing this medium out on landing pages is definitely worth a try.

*Note* If you do decide to test out video on a landing page, beware of the abandonment that might occur due to automatically-playing video.  When a video launches automatically, a visitor (perhaps searching during work hours) may hear the blasting audio and leave immediately to avoid the dreaded “prairie dog effect” of co-workers poping their heads up above their cubicles to shush the disruption.  A better approach may simply be to include a video frame with a nice static frame to function as a “hero shot”, accompanied by a prominent Play button.  This way, the visitor can play the video if and when he or she is ready.

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