How and Why Video Content Helps Increase Conversions

It’s hard work luring leads to your website, let alone keeping them there and converting them into paying customers. But it doesn’t have to be hard, since you can use videos to engage, entertain, and inform your audience on your product or service. 

While customers are becoming savvier, they are also becoming more demanding and prefer to watch a video rather than read information. So give the people what they want!

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Video content builds trust

Using video content is a great way to build trust with your potential customers. If you’ve been running a business for any length of time, you’ll know that trust is pretty much the most important factor in building long-standing relationships with clients. 

There are different ways that video content can help you accomplish this. As an engaging method of communication, they allow you to connect more personally with your audience. 

There are different types of video content that all build trust in different ways. Here are some things to remember when it comes to creating valuable content for your audience:


Tell your story

Videos that tell the history of your company help customers know that you’re legitimate and experienced, and they create a personal bond by creating a connection between your brand and the consumer.

This video from Chipotle does it right:


Impart information

Explaining certain elements connected to your business will promote you as a trustworthy and helpful resource.


Show your product

Videos that demonstrate your products will build trust in their effectiveness and encourage people to make a purchase.

Here’s a great example that introduces Apeel:


Success stories

If you want to build trust, the best way is to present a testimonial video. Potential customers are given confidence when purchasing from your site and increase their purchase intention. 

The ultimate videos are through user-generated content. These videos provide your business with credibility and exposure and get people talking about your brand. 

It also saves you time having to create content and consumers are more likely to be persuaded to buy your products from a satisfied customer as opposed to if you were to hard-sell to them. And who doesn’t like free advertising!


Videos help to answer questions

Imparting information through video content is a great way to make it accessible and avoid confusion. These videos, often called ‘explainer videos’, can answer customers’ questions much more dynamically than an FAQ section. 

They can be incredibly helpful in giving customers information about how your business works and how they can benefit, as well as quickly and efficiently answering any major questions they may have. 

Explainer videos are an almost magical way to increase your conversion rate.

Companies like Dropbox found tremendous success during their early years using marketing tactics that relied on referrals and a stick-figure explainer video featured on the homepage. 

The strategy helped to raise the company’s valuation to $4 billion in just two and a half years.

This is because they’re much lower effort for customers than reading pages of text, and they can combine essential information with interesting images and animations to keep customers engaged whilst their questions are answered. 

A recent survey confirms how effective these types of videos can be because 83% of people agree that a product/service explainer video helps them in making a buying decision


Video content provokes action

As you can see from the example of Dropbox, video content is a good way to provoke action from potential customers. 

Although explainer videos are a mainstay of this strategy, they are not alone, and video content of any kind is an engaging method of communicating with your audience. 

A staggering 72% of businesses have stated that video has improved their conversion rate, and 70% of customers have shared video content from business sources. 

The effectiveness of videos is not just due to sharing rates; studies have shown that viewers remember 95% of a message watched in a video, compared to just 10% of the same message when absorbed through reading text. 

Implementing video can help you to reach your customers and stay with them – the average user will spend around 88% more time on a website if it provides them with video content. 

Your content does not even need to hard-sell in order to provoke action, and indeed the best way to reach consumers is through fun, emotional or entertaining videos that are not obviously sales-driven.

Another great tactic you can use to drive people to take action while they’re watching your video is using lead capture forms. This strategy is particularly useful in the consideration stage of the buyer’s journey.


Lead capture forms inside of videos

Lead capture forms inside video content basically involve inserting a form—usually a sign-up or email address box—into your video in order to increase the conversion rate from your video content. 

You can either use this to ‘gate’ your video, so viewers can only watch it if they have completed the form, or offer a ‘skip’ option to give the visitor more choice. 

Either way, the best place to insert a lead capture form is in the first 10-20 seconds of your video. This will improve completion rates as viewers will want to continue watching, but will already have become engaged with the content. 

There are simple online tools you can use to insert the form, including two options; one from HubSpot and one from Wistia called Turnstile. 

Turnstile is primarily an email collector, and you can use it by creating a Wistia account and using the template to create your own form to embed in your videos. 

Through HubSpot, you can customize your form through a simple interface, then choose where to insert the form into your video and use an embed code to place it onto your website.

Alternatively, you could use a form builder to effectively capture your audience’s emails on the same page as the video. 

Once a video has submitted their email address, a form builder allows you to immediately send automated emails such as product offers or more video suggestions.

Read more: Complete Guide to Using Video in Email Marketing

If you’re a startup looking to build a video marketing strategy from scratch, check out our ebook!

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Wrapping it up

There is no doubt that using videos can definitely help your business increase conversions.

However, this should go hand-in-hand with an aesthetically pleasing, professional-looking website along with a user-friendly online form with simple and limited fields to achieve maximum success. 

The good news is that unlike many marketing tools that take a while to reap the benefits, once you start including videos on your website, you will almost immediately start to increase your conversions and boost your business growth.

Related: 3 Simple Steps to Embed Live Stream Video to Your Website

This piece was written by Tegan Tedd. She is a Digital Marketer at Paperform and an online form builder. Tegan works with SEO strategies to drive demand and growth and has a passion for content writing for the Paperform blog as well as guest blogs.

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Posted by MotionCue

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