Using Video on Landing Pages: A Complete Guide to Higher Engagement

A landing page is a focused web page built to drive a single action, like sign-ups or sales. Adding a video on landing page makes it more engaging and persuasive by showing value quickly and building trust. Studies show that including video can boost conversions by up to 80%.

This article covers why video works so well on landing pages, the best types of videos to use, and practical tips to maximize results.

Why Use Video on Landing Pages?

Adding a video on landing page isn’t just about visuals, it directly impacts how visitors interact with your content and brand. Here’s why it works:

• Increase engagement and reduce bounce rate: Videos grab attention instantly, keeping visitors on the page longer and reducing the chances they’ll leave without taking action.

• Build trust and explain complex offers quickly: A short video can break down complicated products or services in a simple, relatable way, making it easier for visitors to understand and trust your offer.

• Showcase product/service benefits in an engaging way: Instead of long text blocks, videos demonstrate features, show real-life use cases, and highlight benefits in action.

• Create emotional connection through storytelling: Videos allow you to add personality, emotions, and stories that connect with viewers, making your message more memorable.

Types of Videos to Use on Landing Pages

The type of video you choose for your landing page can make all the difference in how visitors respond. Each serves a unique purpose, and the right one depends on your audience and conversion goals.

1. Explainer Videos

Explainer videos are short, engaging clips that break down your product or service into simple terms. They highlight the problem your audience faces, how your solution works, and why it’s the right choice. These are especially effective for startups or SaaS companies introducing a new concept. For example, an explainer video can show how a complex software tool automates tasks in under 90 seconds.

2. Demo Videos

Demo videos go a step further by showcasing exactly how your product works. Instead of just telling visitors about features, you walk them through the user experience in real time. This helps potential customers visualize themselves using your product and understanding its benefits. For instance, an e-commerce brand might use a demo video to show how easy it is to assemble or use their product.

3. Customer Testimonials

Nothing builds trust faster than hearing from real customers. Testimonial videos capture authentic stories of satisfied clients sharing their positive experiences. They act as social proof, reducing hesitation and reassuring new visitors that your product or service delivers results. A B2B business, for example, might feature client interviews where decision-makers explain how the solution saved them time or money.

4. Brand Storytelling

Storytelling videos connect with viewers on an emotional level by highlighting your mission, values, or customer journeys. They humanize your brand and show the people behind it, making your business more relatable. These videos often work well for brands that want to emphasize culture, passion, or community impact rather than just features.

5. Animated Videos

Animated videos are ideal for explaining abstract or complex concepts in a fun and visually appealing way. They use graphics, illustrations, and motion to simplify ideas that might be difficult to communicate otherwise. SaaS companies, fintech startups, and educational platforms often rely on animation to make technical topics more engaging and easy to digest.

Best Practices for Adding a Video on Landing Page

A video on landing page can only be effective if it’s optimized for the visitor experience. Here are some best practices to ensure your video drives engagement and conversions:

1. Keep It Short and Focused
Attention spans are short, your video should ideally be between 60 to 90 seconds. Focus on one key message and guide viewers toward your call-to-action (CTA).

2. Place the Video Above the Fold
Position your video where visitors can see it immediately, without scrolling. Placing it above the fold ensures maximum visibility and encourages people to engage right away.

3. Add Captions or Subtitles
Many users watch videos without sound, especially on mobile. Captions make your content accessible and ensure the message is clear, even on mute.

4. Optimize for Mobile and Fast Loading
A slow-loading video can increase bounce rates. Compress your video for quick playback, use reliable hosting (e.g., Vimeo, Wistia), and make sure it looks great on mobile devices.

5. Use a Strong Thumbnail
Your thumbnail acts as the “poster” for your video. A high-quality, relevant, and eye-catching thumbnail will increase the chances of users clicking play.

6. Include a Clear Call-to-Action (CTA)
Don’t just end the video abruptly, guide viewers on what to do next. Add a CTA at the end of the video or directly below it, such as “Sign up now,” “Book a demo,” or “Get started today.”

Common Mistakes to Avoid When Adding a Video on Landing Page

While videos can dramatically improve engagement, a few mistakes can do the opposite and hurt your conversions. Avoid these pitfalls to get the best results:

1. Autoplay with Sound
Nothing annoys visitors more than a video that suddenly starts blaring sound. If you use autoplay, make sure it’s muted by default. Better yet, let users choose when to hit play.

2. Low-Quality or Unprofessional Videos
A blurry, poorly edited, or unpolished video can harm your brand’s credibility. Invest in clear visuals, good lighting, quality audio, and professional editing, even if it’s simple. First impressions matter.

3. Making the Video Too Long
Visitors come to your landing page for quick answers. A video that drags on for 5–10 minutes risks losing their attention. Stick to the essentials and keep your message concise.

4. Slowing Down Page Load Times
If your video isn’t optimized, it can slow down the entire landing page, leading to higher bounce rates. Always compress video files, use fast hosting, and test load speed before publishing.

5. Forgetting the Call-to-Action (CTA)
Even the best video won’t convert if viewers don’t know what to do next. Always include a clear CTA, either within the video itself or directly below it to guide users toward taking action.

6. Overloading the Page with Multiple Videos
Too many videos can overwhelm users and distract from the primary message. One well-placed, impactful video is usually enough to boost engagement without clutter.

Examples of Landing Pages with Videos That Work

Adding a video on landing page can look different depending on your industry. Here are some common use cases where video makes a big impact:

1. SaaS Product Demos

For software companies, a short demo video highlights the interface, features, and real-life use cases. This helps potential customers understand the product in action before signing up.

Wistia, their landing pages often include a demo video showcasing the software in action.

2. E-Commerce Product Showcases

Online shoppers can’t physically test products, so a video bridges that gap. It demonstrates how the product looks, feels, and works in real life, boosting buyer confidence.

Skullcandy, featured in e-commerce landing page examples, often using rich media and videos to present products.

3. Personal Brand or Coaching Landing Pages

For coaches, consultants, and personal brands, a video introduction adds personality and builds credibility. It helps visitors connect with you on a human level, making them more likely to book a call or subscribe.

Marie Forleo, her site is often cited in personal branding lists; while not all pages are strictly landing pages, she sometimes uses video prominently for coaching offers.

4. Webinar or Event Sign-Up Pages

A teaser or promo video creates excitement for upcoming events. Seeing the host or event highlights can dramatically increase sign-up rates compared to text-only pages.

EasyWebinar, their pages show how to embed teaser videos for webinar registration and how the funnel integrates video.

Free Landing Page Templates

The good news? You don’t need to build these pages from scratch. Many landing page builders, including involve.me, offer free templates where you can easily embed a video. Whether it’s a product demo template, e-commerce product launch page, personal brand layout, or webinar sign-up form, you can customize them with your own content and CTA to get started quickly.

Tools & Platforms to Add Video on Landing Pages

Adding a video on landing page is easier when you have the right tools. Here are some options to make the process smooth and effective:

1. Landing Page Builders
No-code platforms like involve.me lets you design high-converting landing pages with drag-and-drop editors and an AI Agent. They include built-in video blocks, customizable templates, and integrations with your marketing stack, so you can embed videos without coding.

2. Video Hosting Platforms
Instead of uploading heavy video files directly to your website, use reliable hosting services like YouTube, Vimeo, or Wistia. These platforms provide faster loading, adaptive streaming for different devices, and professional-looking video players that enhance user experience.

3. Analytics & Tracking Tools
Understanding how your audience engages with your video is critical. Platforms like Wistia, Vidyard, or Google Analytics let you track video views, engagement rates, and how many viewers convert after watching. This helps you refine your landing page for better results.

Final Words

Adding a video on landing page is one of the most effective ways to capture attention, build trust, and drive conversions. From product demos to testimonials, videos can simplify your message and connect with visitors on a deeper level.

But not every video works the same way, testing is key. Try running A/B tests with and without video, experiment with different placements, and measure performance to see what resonates best with your audience.

Ready to put it into action? Create landing pages with involve.me and start adding videos to see how the right visuals can boost your conversions.