5 ways you can use video content to improve your website’s conversion rate

According to Oberlo, about 54% of consumers say that they would prefer to see more video content from the brands they support. This gives you an idea of how increasingly popular videos are becoming in today’s world. 

Videos can attract people’s attention, make your website more engaging, and also help improve your website’s conversion rate. So, if you haven’t started creating videos for your brand, it would do you well to start now. 

In this article, we are going to show you five different ways you can use video content if you want to improve your site’s conversion rate. Read on to find out how you can do this.

Use video testimonials to earn website visitors’ trust

One of the tactics you can use to improve your website’s conversion rate is to ensure people feel like they can trust your brand, and video testimonials are great for helping with this.

The reason why they are particularly effective is because of their authenticity, as people are more likely to believe a testimonial when they can put a face to the positive review. 

When creating video testimonials, try to make them appear as natural as possible. You want the testimonial provider to be relaxed and comfortable, as people will be able to tell if they are tense and robotic.

Also, try to make sure that you have a general outline for the videos. Even though you want people to speak freely and naturally about their experiences, you should also lay out a general structure for them to follow. 

An example of a structure you can use, your testimonials should ideally include the client’s challenges → the solutions proffered → the results that were achieved. And, when you’ve finished making your videos, you should place them on the most relevant web pages, like your homepage, service pages, or even create a separate page for testimonials alone. 

Now let’s study some examples of businesses that use this tactic well.

Take a look at the video testimonial created by Loganix for their manual local citation building service. In the video, you can hear the client speak about the challenges they had with citation building, and they mention how Loganix was able to help them overcome these challenges and still make them look good in front of clients. 

Even though the video doesn’t actually show a person speaking, the use of the client’s photo and voice recording is still much more effective than a written testimonial that might not seem as legitimate to prospective customers.

FreshBooks is a company that provides accounting software for small and medium-sized businesses. And, to build more trust in their product, they’ve decided to display video testimonials from customers who have enjoyed using their software. The customer in this particular video talks a lot about how FreshBooks has made her accounting process so much simpler. 

As you watch the video, you’ll see how genuinely happy and satisfied the customer is, and this can go a long way in convincing potential clients to buy the company’s product. If you’re having trouble figuring out how to display video testimonials effectively on your site, Ltheme has a great guide to powerful testimonial plugins that you can use.

Create product demonstrations to help people make informed purchases

If you’re able to provide useful information that helps buyers make informed choices, then they’ll be more likely to purchase from you. One of the ways you can give people this information is by creating product demonstrations that show the features of your products, how they work, and what people can expect from them.

To create high-quality product demonstrations, try to invest in design tools or quality cameras that will help you create crisp and professional-looking videos. You can also write out a video script beforehand to make sure you plan out the direction and structure of the video. Try to publish these videos on your product pages so people watch them while looking at your offerings. 

Let’s take a look at a website that does this well.

Midwest HR is a firm that helps businesses manage their human resources and employment-related functions. As a way to show the features of their services, they’ve created a demonstration video that provides useful information about the services that clients can expect to get.

The video highlights how MidwestHR can take care of services like hiring, onboarding, and the general management of employees. It also contains detailed pieces of information that can help potential clients make better-informed decisions on whether or not to use the company’s services. If you haven’t done so already, you should consider creating demonstration videos for your products or services so people can have a better understanding of what you offer.

Post aspirational videos that customers will see themselves in

Helping potential customers to picture themselves using your products or services is one of the best ways to get them interested in what you’re selling. And you can do this by creating aspirational videos. For instance, you can create videos that show students having a great time at your university or one of your customers enjoying the products they bought from you. 

When you create this type of video, try to make sure that you use models or people who look like your target audience. Potential customers will find it much easier to imagine themselves using your products or services when they see people who look just like them on your website. 

To give you some inspiration, let’s take a look at some of the aspirational videos created by businesses that use this technique.

RMIT Online is known for offering many different online programs for postgraduate candidates. One of the study programs they offer is their graduate certificate in business analytics and they’ve included an aspirational video on the web page that explains more about it. 

In the video, you see people who look like they’re already undertaking the course and learning a lot about what it takes to be a business analyst. This can help prospective students to imagine what it would be like to also study the course, which could well be enough to motivate them into making a final decision to enroll at the university.

We also have an example from Stryker T-Tops, a company that manufactures and sells T-tops and accessories for boats. Looking at their website, you’ll see a video that does a great job of showing off the beautiful T-tops that they make for clients. But they don’t just show the products alone — the video actually shows people in a boat who are having a great time making use of the T-tops and other accessories sold by the company.

For prospects who are feeling indecisive about buying the company’s products, this video can be the push that helps them to picture themselves on the boat so they realize what they’re missing out on. Regardless of the type of business, you run — product-based or service-based — creating aspirational videos can be a great way to convert leads into customers.

Show your array of products to get people excited

If you can display your range of products in action, prospective customers will get excited and possibly be motivated enough to buy them there and then. And is there a better way to stir up excitement than by creating videos that show your range of products and how they can be used? 

You could decide to make a video introducing your different products and the functions they perform or you could even create tutorial videos showing people how to use your products. 

Some businesses even create product reveal videos every time they add a new item to their product range and this can do well in getting people excited about what you sell. Now let’s study how a particular website uses this technique well.

In this video, we see how The Lip Bar uses a tutorial video to display its range of vegan and cruelty-free beauty products. In less than three minutes, we see a model introducing and using a range of products sold by the company. After seeing just how easy it is to incorporate these products into their make-up routine, people will be encouraged to get off the fence and buy the products, thus becoming customers. 

This technique can work great for you if you offer an array of products or services as opposed to only one. And it’s a great tactic because it helps you achieve two goals — educating new visitors about your offerings and converting leads into customers.

Introduce your team to humanize your business

If you’re able to humanize your business by showing your team, people might feel more connected to your company and be more likely to make a purchase. Videos are a great tool to use for introducing your team and they can help people put a face (or faces) to your business.

The point of this kind of video is to make people feel a connection with your business, so you want to make sure that your employees look friendly and cheerful so it’s easier for prospects to relate to them. 

One of the most effective pages to publish this type of video on is your “about me” page although you can also include it in a section of your homepage to introduce visitors to your team straight away. To help you do this, you can check out Ltheme’s guide on the best WordPress video plugins if you need some support with incorporating videos into the design of your site. 

Now, to give you a practical example, let’s take a look at a business that has created a great video for this very purpose.

SchoolLockers.com is a company that sells various types of lockers for schools, gyms, offices, or businesses. And, as a way to connect with prospective customers, they’ve made a video that introduces some of the employees who work at the company. The video does a great job of allowing new visitors to see some of the people behind the brand so they can build a connection. 

Instead of letting people think of your company as a faceless organization, it could do a lot of good to create a video that shows your team members and humanizes your brand so people are more encouraged to buy from you.

Summary

If you aren’t already creating video content for your business, then you’re missing out on a lot of benefits. Luckily, this article is a great place to get started. You can begin by creating video testimonials to build more trust, or by making product demonstration videos that allow people to make well-informed purchases. When you’re done, you can then move up to creating the rest of your videos. 

And, if you’d like to learn more about growing your business and improving your site’s conversion rates, make sure you follow the Ltheme blog to stay updated.

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