A landing page built around a video is not an ordinary page with a video in it. The order of the elements changes, and the video has to be seen without effort.
The first screen
Four elements, not five.
A promise in one line, repeating the advert's exact words. The video that starts by itself. An action button visible without scrolling. And an immediate reassurance signal: number of reviews, delivery time, or returns policy.
Everything else goes further down. Every element added at the top removes attention from the first four.
The video has to answer the advert
That is the most frequent and most expensive mistake.
The visitor arrives with a sentence in mind, the one from the ad they have just seen. If the page talks about something else, even something better, they leave. It is not disappointment: it is the feeling of having come to the wrong place.
The practical rule: the page's first sentence repeats the advert's hook word for word. One advert, one page. If you have four adverts, make four variants of the same page.
The trust signals expected in Spain
They are not the same as in other markets.
A visible human means of contact, a delivery time stated in days, a returns policy written plainly, payment methods shown early, and the company's identity accessible.
The compulsory legal statements, the pre-contractual information and the rules applicable to customer reviews and promotions depend on your activity: they are checked with the competent authority and with a lawyer before going live.
What loses the sale
Five faults, in order of frequency.
The page taking more than three seconds to appear on a phone. The video demanding a click. The form asking for eight fields when three would do. The price appearing only after several steps. And the action button disappearing when you scroll.
Those five points are corrected without touching the content, and they almost always pay more than a new video.
What to measure
Three figures, and only one decides.
The page's conversion rate by traffic source, because the same page is not worth the same depending on the advert feeding it. The percentage of visitors reaching halfway through the video. And the real loading time on an entry-level phone.
The one that decides remains conversion by source: it is what tells you whether to change the video or change the ad.
What the page must show without scrolling
| Element | Position | Role |
|---|---|---|
| The line from the video | At the top | Confirm you are in the right place |
| The price | Under the line | Remove the doubt |
| A single button | Immediately visible | Decide |
What is repeated word for word from the video
The promise, the product vocabulary and the closing image: a page that speaks differently breaks the continuity.
What is measured after a week
Time on page, the click rate on the button, the share that goes back and the questions reaching support.
Can one page serve several adverts
Yes, on one condition.
That the promise at the top is broad enough to cover both adverts without lying to either. Otherwise duplicate the page and change only the first line and the video: ten minutes of work, and it avoids losing half a budget.
