8 Ways to Increase Conversions with Video Content

Darya Jandossova Troncoso - Guest Writer
By Darya Jandossova Troncoso - Guest Writer
February 8, 2021 · 10 min read

There are many approaches employed by businesses to convert leads into customers successfully. Personalized emails, coupons, discounts, and other offers are great conversion boosters. 

One of the most effective direct practices for lead conversion is producing high-quality video content as part of your marketing strategy.

If you have any doubts that video marketing can boost lead conversion, consider Wyzowl’s 2020 report. It was found that 89% of video marketers reported that video marketing gave them a good ROI.

Wyzowl also reported that the most commonly created types of videos are:

  • “Explainer videos” (72%)
  • “Presentation videos” (49%)
  • “Testimonial videos” (48%)
  • “Video ads” (42%)
  • Sales videos” (42%)

Explainer videos are quite popular, but it’s not just about the content. Context and positioning are also vital to a video’s performance. Let’s explore eight powerful ways to increase conversions with video content.

1. Add Video to your Landing Pages

A landing page is a focused page on your website designed to get the visitor to take your desired action. Typically, it’s the first page someone sees on arriving to your website.

Since landing pages often represent your site and business and are a part of your overall brand development, they have to be effective marketing pieces.

The written content you have on your landing page needs to hook people fast and explain your company’s benefits concisely.

Source: HubSpot

If your landing page has a high “bounce rate,” you’ve lost.

Fast engagement yields significant benefits and video is one of the most effective ways of achieving this.

By featuring a prominent video on your landing page, you significantly increase your new leads’ chances to become clients and customers. Videos should be graphically appealing and include an easily digestible summary.

2. Include Video on Your Product Pages

Your website’s product pages show detailed information about a particular good or service you are selling.

As a general rule, no matter how interested someone may initially be in your marketing and landing page, they will not buy if they can’t get a good sense of the product’s specifics. 

Overly vague product descriptions, a lack of photographs or illustrations, and other such blunders are a sure-fire way to lose leads and miss out on sales.

By including video on your product pages, you can help to make the product you’re selling seem far more appealing to prospective customers while also imparting a lot of meaningful information in a short space of time.

Videos that show the product being demonstrated live are particularly popular. Customers can gain insights into the product’s dimensions, understand what it looks like in someone’s hands, and watch how you use the product. Showing off the product’s unboxing experience is also popular.

Above all, video product pages can simply make the product feel more “real” and desirable to potential customers.

3. Focus on the Entertainment Value of Your Content

It’s a well-known truth that people’s attention spans are significantly lower online compared to in-person. There is a vast amount of choice on offer. 

Furthermore, it’s never been easier for your customers to just click over to a competitor site if they aren’t impressed by yours.

People tend not to watch long-form videos when trying to make a purchasing decision. Review videos made by others can supplement yours, but your videos should be relatively short.

When you create your video content, make sure it’s snappy and engaging. That helps focus customers on your offer and prevent them from becoming bored and wandering away.

Humans are fundamentally narrative creatures. We like compelling stories and want to feel entertained. We want to participate in exciting and interesting events and situations.

By focusing on the entertainment value of your content, you can kill two birds with one stone. You can keep your prospective customers from wandering away. 

By appealing to them on a deeper and more intuitive level, you make your product seem significantly more exciting and appealing.

Some of the most popular ads in the world might even seem ridiculous at first glance. For example, the “Compare the Market” ad for Meerkat Mascots is entertaining, memorable, and engaging. 

If your ad manages to be all three, it’ll stick in people’s minds for a long time. Over time, more people will circle back to your company because of entertainment value than any other reason. 

4. Use Video in Personalized Emails

In marketing, a “cold email” is essentially a run-of-the-mill communication sent out to many people. Marketers typically write the email’s contents from a formula rather than a personal message specific to the recipients.

Cold emails are important because they allow you to reach many people without investing much time, energy, or resources. They can get you on people’s radar and can generate initial interest and create new leads.

Source: Hippo Video

While cold emails are sometimes useful, there is undoubtedly a bit of a stigma surrounding them. People tend to find them spammy and irritating. 

If you are too brash and overbearing with your emails, you risk alienating the people you are trying to convince. It’s even possible to do severe damage to your professional reputation.

After lead generation steps like cold email marketing campaigns, you should work on converting those leads. Prioritize those which are the most lucrative by using personalized emails rather than impersonal ones.

There are various levels of email personalization. You can start personal and conversational if those contacts have signed up for the mailing list. 

If you’re trying to reach out to one particular lead, it can pay dividends to do your research and address them one-on-one. By directly emailing leads, you can refer to their specific needs, concerns, and situation.

A personalized email includes a person’s name and refers to their particular interests, business, or previous interactions. You can turn up the personal feeling by having a video in the email prepared just for them.

In a personalized video email, you can directly speak to the customer in a friendly manner. Convey an interest in them and how they are doing while also laying out how your business might help them in their situation.

Even if you cannot reach out on a one-to-one basis, your leads will almost always respond better to video messages. They make customers feel engaged in the conversation in a more personal way.

If there’s an actual person on video speaking to them, it’s more potent than another email that matches the general template that they already encounter dozens of times each day.

Additionally, if you just rolled out a new product or overhauled some business element, you can have a company member update customers over email. 

Sharing this using a personalized video message to marketing and sales leads is an excellent idea. If such a message comes from the CEO, the impact is even more valuable.

5. Add Lead Capture Forms to the Beginning of Your Videos

A lead capture form is a questionnaire that asks for specific information from leads, often exchanging for a free offer or access to some other useful content. 

Sometimes the only purpose of a lead capture form is to get people to sign up for your mailing list.

There are many benefits to using lead capture forms and getting people onto your mailing list. Once they are on your mailing list, they have expressed initial interest and are now leads. 

After that, you can send them marketing communications to eventually convert them into clients.

Source: Bumble and Bumble

Lead capture forms often appear as elements of a landing page. You might also want to add a lead capture form to the beginning of your video to get more people into the pipeline in a more streamlined way.

While the capture forms can be great, there is also the risk that they can irritate people. You should make sure that capture forms are integrated well and don’t pop up at frustrating intervals.

Lead capture forms at the beginning of your videos only work if the lead is genuinely interested enough. They need to be interested enough in your offer that they are willing to put down their name and email address and sign up to a mailing list in exchange.

To match interest levels better, you shouldn’t try to add a lead capture form to every video on your site. Instead, use only content that is incredibly compelling and is likely to be particularly useful to people.

6. Sound Trustworthy

One of the significant issues with the internet’s role in today’s business landscape is that it allows for an overwhelming number of different companies and pseudo-companies to pop up overnight. 

Many of these companies lack sound business ethics, and some of them are outright scams.

Prospective customers and clients are undoubtedly aware of this fact, and so will automatically tend to look for a variety of trustworthiness indicators before shopping online.

Even if your company is competent, experienced, and ethical, you will typically lose out on many leads if you’re not taking proactive steps. Your video messages need to sound trustworthy and authoritative and put your site’s visitors at ease.

There are various ways to create trustworthy sounding videos. One of the best ways is by discussing your professional track record in your video. 

Another way is to put an actual person in front of the camera, including their name and role. This conveys the sense of there being “skin in the game.”

Production quality is also significant for establishing a sense of professionalism and trustworthiness, so make sure your videos are professionally made. Don’t cut corners.

7. Create Customer Testimonials 

Customer testimonials are by far one of the best ways to generate trust. If there’s one thing that customers trust, it’s other customers, not your marketing content.

Source: YouTube

Testimonials are one of the best ways of converting leads to clients because they reveal a few things about your company:

  • First, your company is real, legitimate, and indeed offers the product or service it says it does.
  • Second, some people have used your services and have had a positive experience instead of a negative one.
  • Third, you are willing to openly and publicly stake your reputation on your customers’ feedback.

Testimonials that are simply written and don’t feature any information about the reviewer, other than a first name, are very suspect. Even if these are genuine, people will typically judge them as untrustworthy.

By creating customer testimonial videos that feature the customer describing their positive experience with your company, you make things a lot more “real” and compelling.

  • 8. Take Advantage of One-on-One Video

People generally respond very positively to personalized video content. If the video addresses individual concerns, it shows that your company members are willing to engage directly with their customer base.

There are various ways to do one-on-one videos:

  • Have one team member interview another about your design process for a particular product and the included benefits.
  • Reach out to a customer directly with a personalized video that instantly grabs their attention. 
  • Do a one-on-one interview with a customer or reviewer to give a more in-depth perspective on your product or service’s benefits.

Your conversion rate is bound to improve if people intuitively sense this level of one-on-one investment.

Some Takeaways

Videos are a compelling way of converting leads in any business.

Not only can they help to grab people’s attention quickly and powerfully, but they also convey a level of trustworthiness, professionalism, and accountability. These attributes can be hard to share with even the best-written content.

The best videos for lead conversion are the ones that give an exact, concise, and entertaining look into what your company does and what the benefits of your products are.

Videos with the highest potential will be those that establish a “personal connection” with your leads or showcase positive testimonials from existing clients.

About the author

Darya Jandossova Troncoso - Guest Writer

Darya Jandossova Troncoso is a photographer, artist, and writer working on her first novel and managing a digital marketing blog - MarketSplash. In her spare time, she enjoys spending time with her family, cooking, creating art, and learning everything there is to know about digital marketing.

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