In the past, businesses were able to put up a website that included some buzzwords, a list of product features and photos and hope people would find it and buy it. In today's world, we now know that isn't enough, as competition for digital space is at an all time high. In order to get your audience's attention, you need to combine various marketing channels such as content marketing, video marketing, SEO and social media to even have a chance of people finding and engaging with your website.

In our last blog, we talked about why product videos are a great way to improve conversions. In summary, the benefit of using product videos is that they help show people exactly what they're getting and how it can solve their problem. It eliminates the long lists of benefits and features that they don't have time, or interest in reading. Video is more engaging and fun to watch, and helps create a connection with the user. There's a reason why "1/3 of all online activity is spent watching video." Want to know how to create product videos you'll users will watch? Take a look at our tips on how to improve conversions using video. 

How to Create Compelling Videos to Help Improve Conversions

1. Create an Engaging Story

Don’t bore your audience by simply reading a list of features and benefits from the product description page of your website. Odds are they won't make it past 5 seconds if you do that. Instead, you’ve got to tell a compelling story that connects with them.

2. Consider Your Audience

When creating a product video, you must always keep your audience in mind. It's important to do some research to determine what they want to know about your product/service. Make sure you keep in mind the "personality" as well. For instance, it wouldn't make sense to put together a funny, cartoon-type video for something more serious.

3. Include a Product Demonstration

Videos are meant to be engaging, entertaining and engaging. If you get on camera and ramble on about the product without showing it to the viewer, you’ve missed the point. You could do all of that in a whitepaper or blog. The best way to engage with your audience is to provide a product demonstration.

Engage your audience by demonstrating what your product or service can do.

By demonstrationg to your audience what your product can do, they can see the features and the benefits for themselves, which will make them that more confident in their decision to purchase. Just be sure that you are highlighting the most important features that your audience cares about or else you may lose their attention, and business.

4. Focus on the Actual Product

While there may be many different moving parts involved in creating a product video, it’s important to remain focused on only the product you are advertising. If you get too far off track, your viewers may get confused and possibly get a negative impression of your brand.

5. Keep It Short and Simple

Creating product videos doesn’t have to be complicated or expensive. You can stick to the basics, and keep it short and sweet by using a smartphone or GoPro and including things such as voiceovers, non-vocal captions or whiteboard illustrations.

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Use the resources you have available to you, and don’t worry about making something fancy enough for Hollywood. According to a survey done by Livestream and New York Magazine, "80% would rather watch live video from a brand than read a blog." Grab your phone and get creative. If you don’t have the time or resources to create the video yourself, you can always hire someone else to do it for relatively cheap.

6. Provide a Call-to-Action

Don’t forget to include a strong call-to-action at the end of your video. You can create an amazing video and convince your audience the product/service is right for them, but without telling the user what you want them to do next, you may miss the opportunity of them converting. Odds are if they make it to the end, you've peaked their interest enough to take an action. You can simply direct them to your website or landing page or provide them with a special offer.

That's a Wrap!

You need to gain your audience's trust if you want to increase conversions. The goal is to convince them that your product/service is the answer to their problem, and the right one and product videos are a great way to capture the attention of your audience and show them you understand their problem.

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Vince Paratore
By Vince Paratore

Creative Director at CommonPlaces.

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