Video testimonials from real people have become an increasingly important part of a customer’s decision to buy. This is because it helps create a face behind a company, and oddly, gives a sense of familiarity. It is much easier to trust someone we are familiar with than someone we don’t know.
Brief, genuine video testimonials provide an opportunity for potential customers to see how a product or service benefits other people in real life. Numerous studies have shown that video testimonials are more effective than written ones at selling products and services. Customers are more likely to trust a video than a simple photo or even a set of them because they bring an extra level of human feeling into the equation. If you want your business to succeed, use video testimonials in addition to photos and text reviews.
Advantages of Video Testimonials
1. They’re personal
An online video testimonial is much more effective than reading a review because people trust videos more than they trust written reviews. It’s easier to relate to a person speaking versus reading text and coming up with their interpretations.
2. They’re interactive
A video testimonial can be easily shared across social media sites like Facebook and Twitter, helping you reach a larger audience. A text review is much harder to share, but with a video, it’s simple.
3. They have the ability to inspire
A person saying something unscripted is far more likely to be remembered than a written testimonial. People who watch the videos are affected by the person’s emotions doing the talking.
4. They’re easy to create
Creating videos is as simple as using your cell phone or webcam. Many camera phones come equipped with high-quality cameras and editing software that you can use for free or at little cost.
Testimonials are more persuasive than product descriptions or social proof because they confirm that others have had the same experience as you. In other words, they give you social proof. Here are the top 5 benefits of using video testimonials on your landing pages:
1. Increase conversion rates
Video testimonials are proven to increase conversion rates by 80-100% (Source: Unbounce). Testimonials are one of the most effective ways to increase conversion rates. Let your customers do the talking, so you don’t have to. Not only is it cheaper than making an advertising campaign, but it will also give you more personal insights into what your customers want. Video is even more potent than live demonstrations when it comes to online shopping. Why? Because they allow potential customers to see the product in action without being physically present at the location.
2. Strengthens credibility and add a human touch
Video testimonials are a great way to strengthen your credibility and add a human touch to your marketing. Video allows you to show the actual product being used by real people and hear them talk about what they like about it. It’s a far more personal approach that text alone can’t match. The words stay the same, but the tone and inflection of someone talking are heartfelt, relatable, and much more believable than text alone. It also allows you to show customers how your product or service impacts their lives, strengthening the emotional connection they feel toward your brand.
3. Video testimonials are great for SEO
Videos are great for SEO purposes as well; they help your website rank higher on search engines. Video content also provides you with more places to link back to your site and spread the word about your business- the more videos you have on your website, the better your SEO rankings.
A study conducted by Forrester Research found that sites with video content on their landing page got an average of 50 times more page views than those without a video. Video is also an excellent way to increase your conversion rates and decrease your bounce rate. It’s no wonder that video is one of the best ways to improve your website ranking on Google.
4. Video Testimonials help generate leads
Video testimonials are a great way to generate leads because they allow potential customers to see, hear and feel what other people are saying about your business. Testimonials hold a lot of weight on whether or not people buy products. Many people making a purchase will look at the testimonial section before they even consider purchasing. This is why this strategy works so well.
5. More Customers = More Profits
Customers want to see real people using your product or service before buying it themselves. By showing the success others have had with your product or services, you’re increasing your credibility in front of potential buyers, which will lead to more significant sales for your company.
The truth is that nearly every consumer wants to see a video testimonial before buying from a new or unfamiliar website. If you have an extensive list of happy clients and want to take your marketing to the next level by converting leads into paying customers, adding video testimonials to your landing pages is for you.
Video testimonials can be an excellent addition to any landing page, especially for companies that have recurring customers or clients. If you have the budget, video testimonials will often beat out other forms of social proof because they tend to show a more authentic reaction from the customer or client.
At Digital Catalyst, we understand the importance of video testimonials as a critical aspect of any business’s digital marketing efforts and have the right expertise and experience to augment growth for your business with the same. For a detailed conversation on this or any other aspects of digital & social media marketing, write to us at deepak@digitalcatalyst.in.