What is Landing Page Optimization?

Chapter 6

How to Create Optimized Images/Video

Every element on a post-click landing page serves its own individual purpose – the headline introduces the offer, the CTA button urges you to take action. The images and video, however, perform a two-fold function, not only do they explain your product or service but they also add visual appeal to the page.

A post-click landing page without any media on it (image, video, and gif) is boring because it doesn’t catch the visitor’s eye – however, that doesn’t mean that any image would look good on a post-click landing page.

All post-click landing page media should have the following basic characteristics:

    1. Relevant: The image, video or gif you use on a post-click landing page should be relevant to the offer being promoted. Don’t add an image just because it looks good if it has no connection with your offer.
    2. Visually Appealing: The media you end up using on you post-click landing page should look good. It should be of high quality and non-cheesy, something that attracts the visitor and appeals to their aesthetic side.
    3. Shouldn’t Affect Page Load Time: Don’t end up adding an image or video that slows down page load time, page speed is much more important than eye candy images.

Let’s discuss the characteristics of the different types of media used on post-click landing pages separately.


Images on post-click landing pages perform the following functions:

  • Showcases how your product works
  • Introduces your team members
  • Creates an emotional connection with the visitor

The Instapage post-click landing page images showcase screenshots of the application to showcase how the platform works:

Search Engine Journal’s webinar post-click landing page uses images to introduce the webinar hosts:

Care uses their image to make an emotional connection with the visitor, so they are persuaded to donate more:

Most people buy for emotional reasons, this is why using post-click landing page images to connect with your visitors helps increase conversion rates. If you can tap into your visitors’ emotions with the help of the images you use on the page, you have a better chance of convincing them to click the call to action button, this is exactly what Care’s post-click landing page featured above does.

You can also showcase smiling people on your post-click landing page to invoke an emotional response in your visitors. When visitors see a human face, your brand becomes humanized and its credibility increases because visitors feel confident that you’re not trying to hide behind your product.

Sure, your visitors are buying a product but they are buying a product from a human, so they’ll trust your product more when you form a human connection with them.

When Signal v. Noise tested a human page versus their original design, they saw a 102.5% increase in conversions:

They then tested the single-person page using different people to see if Jocelyn was responsible for the increase in conversions.

This is what happened:

As showcased in the example above human images can in fact increase post-click landing page conversions, but this works only on one condition i.e when the images are relevant to the other page elements. If you’re going for the “human using the product” approach, use Tableau as an example. You can clearly see the people in the image using the software, which helps with the visualization process:


According to Forrester Research’s Dr. James McQuivey, one minute of video is worth 1.8 million words.

This is precisly why so many post-click landing pages have videos on them. When we look at speakers or characters in a video, our brain’s fusiform face area (FFA) is activated, this increases our attention and focus.

When watching a video, our brain acts on instinct and starts to pay more attention to the video than it would have to a paragraph of words. This happens because our brain is attempting to gauge whether or not we know who the characters in the video are.

Videos force us to engage more with the content.

The FFA area also has a direct link to our emotions, so not only are we trying to recognize the characters, but we start to form social and informational connections with what’s happening in the video.

The video voiceover helps you actually talk to your visitors, you are able to enunciate the words you want them to focus on instead of simply relying on exclamation points or bold fonts. Hiring a professional voice artist for your video ensures that your video makes the right impact.

A big reason why videos go viral is because of the element of emotion. Showing how easy it is to use your product via a video makes the visitor stick to this emotion while they go through the rest of the page, which makes them more inclined to fulfill the conversion goal.

SharpSpring uses video on their post-click landing page to showcase their service:

One common issue with post-click landing page videos is autoplay. With autoplay videos you risk turning visitors off by startling them as soon as they arrive on the page. If you simply have to use autoplay videos because you think visitors may not notice the video without it, putting the video on mute is a good alternative.

post-click landing page videos help create an emotional connection with visitors and explain how the product or service works which in turn increases your chances of getting a conversion.


It would come as a surprise since they just recently became such a sensation but gifs have been around since 1987. Gifs are able to compress the image quality and support only 256 colors — as opposed to the 16.7 million colors that JPEG files support.

Gifs also don’t have audio, plus they play on a loop so there is no way to actually pause or stop them. These are reasons why gifs work so well on post-click landing pages when explaining how a product works. They have become a post-click landing page trend because they’re much more cost effective than videos when demonstrating a product or service visually.

Domo uses gifs to explain how the service works:

ActiveCampaign also uses gifs on their post-click landing page:

Whether you opt to use images, gifs or videos or even a combination of the three media types on your post-click landing page ensure that everything you use is of high quality, and is relevant to the offer.

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