You’d have to have been living under a rock for the last few years if you don’t know about the power of video in digital marketing. While the advantages of web video are common knowledge to many brands and business owners, not all of them understand how to harness its true potential to increase conversion.
When most people think of web video production for promoting sales conversion, they assume that this involves the production of promo videos. However, there are many types of videos that brands can leverage to increase their sales conversions.
Read on to discover different types of video that you can use to increase your conversions.
Web video to include in your web production strategy
- Product demos
Product videos were once reserved for clients that had already purchased a product. They were used to show customers how to use the products they had purchased.
The product demo has come a long way since then, and is now also used for marketing.
This is because product demos don’t only show the basics of how products work, but also their benefits. They are therefore a great way to show potential customers why they should choose your product over the competition’s.
These demos also give the audience an opportunity to experience what you have to offer without being there personally. They can delve deeper into your products and services and gain more information in an engaging and entertaining way. These types of videos have been known to increase customers’ desire to purchase by more than 73 percent.
A good example of this type of content at work is the Dropbox product demo that increased their conversions by 10 percent. This translated into 10 million newly acquired users.
- Comparisons
While shopping online has increased access to various products and services, it has also increased the number of choices available to consumers. While it’s great to have many options, many consumers find it difficult to make up their minds when faced with so many options.
You can make the decision easier for your potential customers by showing them why they should choose your products or services over those of the competition. Comparisons are a great way to do just that. These videos allow your audience to explore the many benefits of choosing your products and services. You can set out all the features that put your product or service above the rest.
- How-tos
How-to videos are a great way to show the product being applied in real life. They show your audience exactly how your product can be used to actually solve a particular problem.
How-tos aren’t just for the detail-oriented customer who wants to know more about your product and all its features, but also for the customer who has a particular problem and may not even know that your product could solve it. They can also be used to provide customers with information on various applications of the product that they may not have been aware of previously.
- Testimonials or reviews
Testimonials or reviews have become an essential part of any marketing plan. They give consumers an overview of the functionality or quality of a product as told by other consumers. This boosts their confidence in the product.
Studies have shown that including testimonial or review videos on your website can increase conversions significantly. Fashion industry websites, for example, have experienced improvements in conversions by up to 134 percent by simply adding testimonials and reviews.
While your business may not experience the same high rate in conversions, including a testimonial will without a doubt result in an increase in conversions.
- Interactive videos
These are videos that include interactive elements such as calls to action, links to purchasing products and much more. They are a great way to engage visitors to your website. These interactive elements drive the audience to actively participate in the products that you’re offering.
For example, you can showcase your product in action and allow the audience to find the particular product model or version that suits them best.
- Related videos
These videos allow consumers to learn more about the products they are interested in purchasing. Including these videos on your website will help to boost the confidence of potential customers who are interested in making a purchase, but need more information to make that final decision.
These videos may include general information about particular applications of the product or the problems that it is designed to solve.
In conclusion
Web video production can be an extremely effective way to increase your conversion rates. However, promo videos aren’t the only way you can draw in an audience. Using a combination of the different types of web videos outlined above will ensure that you maximize what video can do for your business. You’ll thus be better able to target consumers at different stages of the purchasing journey.
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