What Makes a Great YouTube Landing Page?

Last updated on by in Conversion Optimization, Landing Page Examples



You’ve probably heard from a million marketers that, today, everybody’s obsessed with video content. But do you really understand just how much?

Here are a few stats to illustrate:

Makes you want to grab a camera and start recording, doesn’t it?

The good news is, with so many online video networks and do-it-yourself tools, it’s easier than ever to start creating video content for your brand. At the same time, it’s also more confusing than ever.

Snapchat, Periscope, Instagram, Facebook, and Twitter — to a few — all offer brands the ability to capitalize on video in some way. But, while newer trendy networks grab headlines, it’s the original video network that continues to grab users and video views.

YouTube

YouTube now counts over 1 billion users, nearly a third of the internet. And every day, web users watch hundreds of millions of hours of video, each for an average of 40 minutes on mobile (up more than 50% from 2014), while generating billions of views on the network.

According to Google CEO Sundar Pichai:

“In video, YouTube continues to shine... “Nearly half of U.S. adults between the ages of 18 and 54 say that at least once a month, YouTube helps them in making a decision about buying something."

And, increasingly, the videos they’re watching aren’t the viral ones of adventure-seekers and stunt drivers that we think of when we imagine entertaining branded video. “How to” searches on YouTube are increasing 70% year over year, and research from Ascend2 shows that marketers are actually finding more success with less glamorous types of video (ranked in order from most to least effective):

  1. Customer testimonials
  2. On-demand product demonstration videos
  3. Explainer and tutorial videos
  4. Thought leader interviews
  5. Project reviews and case studies
  6. Live and on-demand webinars
  7. Video blogs
  8. Event videos

To capitalize on video views on the network, marketers are using the power of YouTube landing pages to drive user action.

What is a YouTube landing page?

A YouTube landing page is a standalone web page that uses persuasive elements like testimonials, social proof, and benefit-oriented copy to convince its visitors to convert on an offer (buy a product, download an ebook, sign up for a newsletter, etc). Those visitors land on the page after clicking a promotional link in YouTube.

As the popularity of video marketing has increased along with the need for landing pages to drive user action, so has the need for YouTube landing pages.

Driving traffic from YouTube

To reach a landing page, a prospect first needs to click a promotional link created by your team. So where are marketers putting those CTA links on YouTube?

1. In the video description

YouTube allows users to post a description with each video, and in it is a perfect place to drop a link to your landing page, the way Marketo does below:

2. YouTube annotations

Annotations allow you to create clickable areas within your actual video that users can use to navigate to your landing pages, like this one below that takes watchers to Salesforce’s Trailhead page:

A newer offering similar to annotations, YouTube Cards, allow you to create a small image card within your video instead of just a translucent clickable area. DigitalMarketer uses one in the video below:

3. YouTube ads

As audiences shift their attention to online video, advertisers are shifting more of their budget to YouTube. Today, the network owns a 38% share of online video ad spend, and by 2017, businesses are projected to spend nearly $2 billion to serve video ads on the platform.

Most of us are familiar with pre-roll ads (the ones you have to watch before your video starts), but there are also banners, bumpers, and more, that you can use to drive traffic to your landing page.

4. Display URLs

Links like these aren’t clickable, but adding them to your video at key moments remind users where they can claim your offer. ChallengeMyRate.com displays theirs at the bottom of this video about shopping for home insurance:

How to create a YouTube landing page

YouTube landing pages should all be standalone — not connected to your website via navigation links in a menu, a footer, or in the page’s content. They should also feature…

5 YouTube landing pages to model your next page after

(Note: For shorter pages, we’ve shown the entire page. For longer pages, we only displayed above the fold. You may need to click through to each YouTube landing page to see some of the points we discuss. Additionally, many sites A/B test their pages, meaning you may be served an alternate version.)

1. Marketo

What the page does well:

What could be A/B tested:

2. Quip

What the page does well:

What could be A/B tested:

3. Trump Campaign

What the page does well:

What could be A/B tested:

4. WalkMe

What the page does well:

What could be A/B tested:

5. Digital Marketer

What the page does well:

What could be A/B tested:

What does your YouTube landing page look like?

Have you created a YouTube landing page to drive traffic to? Show us with a link in the comments, or create your first professional one right here with Instapage.

Show Me The Top 10 Landing Pages