From product snapshots to gallery displays, still images have their place on your ecommerce website. But video brings an added dimension to your online store that can capture attention, making visitors pause their scrolling and actually watch. 

You might make a lifestyle video welcoming visitors to your homepage, a product page with a live demo, or promotional video landing pages that host customer testimonials. In any case, a video landing page can help you portray your brand personality and convert potential customers into loyalists. 

Learn how a video landing page works, and take inspiration from some of the best landing page examples from Shopify merchants like Troubadour Goods, Rare Beauty, and Renu Therapy.

What is a video landing page? 

A video landing page is a web page that uses video as one of its main visual elements. Whether you film it yourself with a smartphone, hire an agency, or create it using AI video generators like Sora, a successful video landing page highlights what makes your brand unique. Each piece of footage on a landing page serves a purpose. You can use it to explain something complex, build an emotional connection, or simply show your product from angles a photo can’t capture. 

According to a 2025 study, short-form videos are the top-performing marketing content type for both business-to-business (B2B) and business-to-consumer (B2C) businesses. Strategically placed videos on landing pages across your website can make your brand stand out and boost conversions. 

Questions a video landing page can answer

Video helps quickly answer product questions and anticipate common pain points visitors may have, like:

• What does this product actually look like in real life? A homepage with a hero video might show customers actually wearing your clothing while walking their dog or grabbing coffee, giving shoppers a sense of how the pieces look in real life rather than on a mannequin.
• What is this brand all about? An About Us page with a filmed founder message lets people see and hear the person behind the brand. A great example might be you at your pottery wheel, explaining why you started making handmade ceramics and putting a face to your store.
• What benefits can I expect to get from this? A testimonial video page can convert visitors who are on the fence about a product. For example, a real customer could share their before-and-after results from using your salicylic acid skin care set, walking viewers through their routine and showing how their acne cleared up. 
• How will I assemble this product? A product page with a demo video can do a lot of work to ease concerns about setup and ease of use. You could film someone on your team assembling your flat-pack furniture in their actual apartment, complete with the satisfaction of clicking that last piece into place.
• Do other customers vouch for this business? A video gallery page of user-generated content (UGC) can go a long way in establishing credibility. Collect video social proof from Instagram Reels, TikTok, or YouTube Shorts in one place so new visitors can see just how prevalent you are in the online community.

Video landing page examples

These Shopify merchants ditched static product displays in favor of video to tell their brand story in a way that resonates. By letting motion do the talking, each video landing page example gives visitors a sense of what their products actually do and why they matter:

Troubadour Goods

Troubadour is a London-based brand specializing in minimalist bags and accessories designed for maximum performance. On its Our Story page, the brand includes a behind-the-scenes video below the standard hero background image. A video autoplays in which cofounder Samuel Bail talks about the company’s origin story. The video also shows the brand’s signature bag in real-world scenarios—a jump straight from indoors to outdoors—letting website visitors see how the bags perform rather than just read about it. 

As an added touch, the favicon (the tiny graphic that shows up next to the page title on your web browser tab) puts the brand’s logo in motion. 

Rare Beauty 

Rare Beauty, Selena Gomez’s beauty brand, sells makeup and skin care products that are inclusive, vegan, and cruelty-free. The brand’s Soft Pinch Liquid Blush is one of its flagship products. On its product page, visitors can find a video of five different women, including Selena herself, applying the product to their cheeks, showing how the product applies to different skin tones. 

For cosmetics specifically, this can be a particularly useful strategy. Seeing the blush on different shades of skin lets shoppers find their match rather than guessing if a color will work on them.

Renu Therapy 

Renu Therapy creates premium cold plunge tanks for indoor and outdoor use, designed to upgrade your physical and mental performance through cold water therapy. Its testimonials page is video-heavy, featuring celebrity endorsements and success stories from actors, athletes, and entrepreneurs. That includes actor Matt Bomber, well-known magician Criss Angel, and UFC MMA fighter Yoel Romero. 

These clips range from 30-second quick endorsements to seven-minute full-out reviews, making the high-ticket purchase feel more trustworthy.

How to create a video landing page

1. Plan your video content and page
2. Source or create your videos
3. Consider AI video tools
4. Seek out user-generated customer videos
5. Host your videos online
6. Design the landing page
7. Ensure your videos load quickly
8. Test your page across devices and contexts

Video can change how shoppers make purchasing decisions. It collapses questions about fit, function, and feel into a single moment where customers can actually see what they’re buying. Great landing pages can mean the difference between visitors scrolling past or sticking around long enough to become customers. These steps will walk you through the process of creating a video landing page—from the initial planning phase to the final checks before going live:

1. Plan your video content and page

Decide how many videos you’ll include and the purpose of each one. For example, if you run a handmade soap business, your goal might be to get visitors to purchase a sample kit of your soaps, and your target audience could be eco-conscious shoppers. Maybe you’ll have one main hero video at the top showing your soap in action (a quick 15-second clip of it lathering up nicely), and later on the page, include a shorter customer testimonial clip with a happy buyer talking about how great their skin feels after using it. 

Sketch out a layout that maps where each video and supporting content will go on the page. This planning stage also involves figuring out video lengths. Perhaps you have a short sequence of clips for the hero section, while a more detailed demo or story video could run further down on your homepage. 

2. Source or create your videos

If your marketing budget allows and you want a polished look, hire a freelance videographer or a small agency for a day to shoot product clips. An apparel brand could invest in a professionally shot 360-degree view of its latest collection of bridal gowns, showing it from all angles and zooming in on the embroidery, fabric, and details. 

But even on a small budget, there are plenty of ways to develop your own video content for your website. With just a smartphone, you can film original footage of your product (or service) yourself. If you own a skin care brand, you might film a quick tutorial showing how to apply your face serum with just your phone and a tripod. Or if you sell dinnerware, you might have friends and family come together to shoot a mealtime sequence.

3. Consider AI video tools

Explore AI video tools like Runway, Sora, or Google Veo 3.1, which allow you to generate videos from text conversations or existing assets. These tools are useful for quickly creating product demos or promotional clips without filming. Tools like Nano Banana can also help you generate and edit visuals in minutes, preserving continuity across versions while staying true to your brand aesthetic. 

Make sure whatever you create matches your brand voice and the visual quality your audience expects. For instance, you may not want to opt for animated video (often simpler to create with AI) if your brand aesthetic is luxurious and elevated.

Be mindful of licensing restrictions for any AI-generated content you use. Also, remember that some customers actively prefer human-created content, so use AI selectively rather than as your primary video source. 

4. Seek out user-generated customer videos

You can also tap your customers for clips, and set up a simple system to collect UGC videos. Monitor video social sites like Instagram, TikTok, and YouTube for organic brand mentions, product tags, and brand-related hashtags to find customers already posting about you.

You can also encourage UGC submissions from your followers. For example, host a social contest where your followers submit videos about why they love your product. Offer promo codes or freebies to drive participation. Make submission easy by creating a hashtag and posting guidelines about video length (15 to 45 seconds works well), phone orientation, and what to include (product in hand, explanation of benefits). 

Ask contestants to tag your account and use the hashtag so you can easily collect and repost submissions. Once you’ve gathered videos, feature them on your landing page; this creates a steady drip of fresh content without constant production work. 

5. Host your videos online 

Decide how to host and embed your videos. Some brands choose to upload video files directly to their site or Shopify store. Others choose a service like YouTube or Wistia and embed the video URL. There are pros and cons to each option. Hosting the video yourself (or on your platform’s servers) can give you a cleaner look with no YouTube logos or random “suggested videos” at the end.

On the other hand, video hosting platforms like YouTube or Vimeo handle the bandwidth and streaming for you, plus they offer built-in analytics so you can track views, watch time, and likes or dislikes to understand viewer behavior. 

6. Design the landing page

With video content in hand (and options for hosting to consider), you’re ready to actually build the video landing page. If you’re using an ecommerce platform like Shopify, picking the right theme is a good first step. Many Shopify themes (such as Dawn or Prestige) have built-in support for video sections, meaning you can easily drop your video into a section of the page. 

Place the videos in the sections you mapped out earlier. Perhaps your hero section will have a big autoplay video banner at the top (muted, so it doesn’t surprise people with sound), and further down, you’ll embed that customer testimonial video next to some supportive text or a call to action. Configure the player settings for each video. 

Decide if you want any of them to autoplay. Autoplay is effective for a short video background or hero video that plays silently as soon as the page loads. Enable player controls like pause, play, and volume so website visitors have control; some people will want to pause and take a closer look, or unmute the video if they do want to hear the sound.

7. Ensure your videos load quickly

High-quality videos are great, but you don’t want them to turn your landing page into a slow, buffering mess. If a video keeps pausing to buffer, visitors will get frustrated and leave (and search engines might penalize a slow page). To prevent that, take some performance-friendly steps with your video files. 

First, compress your videos to cut down on file size without visibly hurting quality. Choose a reasonable resolution for each video based on how it’s used on the page. A small thumbnail or background loop might only need to be 720p, whereas your full-width hero video will look great at 1080p. 

8. Test your page across devices and contexts

Before you send traffic to your new video landing page, put on your tester hat and run through it in as many ways as you can. Check how the videos behave on different tech devices, including mobile. Load the page on an iPhone, an Android phone, a tablet, and a laptop/desktop. You want to be sure that the demo video plays nicely on an iPhone just as it does on a desktop browser. Try experiencing the page exactly as a new visitor would. Watch the hero video, scroll down, play the next video, and then click the purchase or sign-up button to make sure the whole flow works without a hitch. 

Also, test with sound on and sound off. Many mobile browsers mute videos by default, so assume a lot of people will experience your videos without any audio. Does the content still make sense if it’s muted? If not, you might want to add captions or on-screen text callouts. For example, if your video is a customer talking through how they use your product, adding text captions of what they’re saying ensures that even a muted viewing gets the message across.