Landing Page Video Testimonials
The Best Way to Boost Conversions
Testimonials are unbiased and are a significant part of the business to share our brand’s authority and build trust. So, no matter whether it is a Website or a Landing Page, Testimonials are inevitable. So, how about Customer Testimonial Videos? Why focus more on Video Testimonials on the Landing Page? Do I need it? If you have these types of questions, you are not alone. So, let’s get straight to the point; and say that the answer is yes.
Customer Testimonial Videos are efficient for a reason. According to research, Credible Testimonials increase buying intent by more than 92%, and it’s more effective in enhancing the Conversion Rate.
First, however, you should understand the different learning styles of your Landing Page Visitors to know how they prefer to consume information. Users pay more attention to Videos than Content. A Video has a 62% Consumption Rate and a 38% Skim Rate. Moreover, Marketers use Customer Videos as a leading popular type of Video as compared with Vlogs and Live Streams to attract the audience.
How Video Testimonials Influence Visitors?
From the Video Testimonials, your prospects can relate to their needs and challenges, by relating to ones that your existing clientele faced before and after your product or service, and get convinced that you’re the brand that assists in overcoming their issues (whatever those may be). If you wonder why your Landing Page doesn’t get the conversions you expect, I’m sure you would have missed the Video Testimonial piece in your conversion puzzle.
Moreover, according to Forbes Insights, 42% of senior executives watch Customer Testimonials before they proceed with the brand. Let’s dive deeper to know how Video Testimonials perform better than Text-based Content.
Video Testimonials Build Credibility and Trust:
Landing Pages are a considerable opportunity, precisely when it comes to businesses. Since not all Marketers focus on that area, it becomes the best medium for conversions. However, nowadays, prospects are skeptical for a good reason, because we’re all in a situation where the vendors are over prompt and underdelivered. In addition, people are numb to traditional advertising, sales reps and may doubt marketing claims.
This can be overcome when your customers speak for you. Accordingly, 91% of B2B Marketers rely on Video-based Testimonials to make buying decisions.
Biologically, we are hardwired to recognize faces in our brains. Users are looking for authentic Content that carries the real story, and your customers can achieve it through Video Testimonials.
So, Video Testimonials build credibility and trust among prospects, by showcasing your customers’ faces and personality, more crucially, with your brand authority.
Customer Testimonial Videos Generates Leads:
Video Testimonials are versatile tools that can be used in Lead Generation at multiple stages of the buying process. Moreover, as we previously mentioned, Testimonials are authentic and unbiased, that’s why they’re more effective in Lead Generation, when compared with other techniques.
Human & Emotion Touch Experience:
Testimonial Videos unveil the face of customers and relatable music and dialogue to influence your buyers’ behavior. These customized elements develop emotions that spark shared experience, business approaches, and build trust to take action.
Besides, after three days, prospects will retain an average of 65% of what they watch compared with what they read and hear. On the other hand, Text-based Testimonials are more easy to fake, and many B2B prospects are aware that many companies create their Text-based Content on their own.
Furthermore, prospects may interact with other testimonials before deciding. Text-based Testimonials depend only on punctuation, specific words, and emojis. You don’t have many more choices apart from that. Hence, there is a minimal chance to leverage emotional connections with prospects.
How to Create Effective Customer Testimonial Videos on Landing Page?
Hope you got something about the benefits of Video Testimonials on Landing Pages and how it accelerates your sales. However, not all Video Testimonials thrive and generate the results as you expect. Development of strategies and following guidelines are crucial.
Here we include three key elements to create an Authentic Video Testimonial that works.
According to data, customers’ attention on Video will not last beyond 90 minutes (two minutes). So, let’s make it clear. For example, what would you do first if you landed on a Video? Did you say that you will play the Video? Definitely not. As per research, you check the duration of the Video to decide whether to play it or not.
Hence, sticking with the ideal length of two minutes will create an emotional bond and influence the buyer to take immediate action.
2. Be Real and Positive:
Don’t include fake and rehearsed Videos in your Testimonial section. That will affect the brand authority and turn customers back and they will never visit again. When your customer sticks to script instead of sharing honest stories, it will lose credibility.
It doesn’t mean Testimonial Videos shouldn’t have a rough script. The script will help customers know what needs to be said without telling them how. Focus on positive change experienced in a Testimonial to provide a better transformation on buying thoughts.
3. Focus on Buyer Persona:
Obviously, your business type is not alone. Prospects may see a ton of Marketing Ads and messages, feelings that do not resonate with their needs. So, how do you get into their heads? That’s why it is significant to understand their needs. Focusing on the Buyer’s Persona will help you identify the needs, values, challenges and points to each customer segment.
There is no doubt that Video Testimonials effectively increase conversions and sales for Landing Pages. Video feedback from customers builds trust and reduces friction in the sales cycle. The excellent Video Testimonials with the authentic mouth of marketing words and compelling CTA (Call-To-Action) will undoubtedly improve engagement and conversions without any accidental steps.
Ready to leverage the advantage of Landing Pages with Video Testimonials? You’re in the right place. We, Texas Business Analytics, implement our proven strategies and the best formulae and technology to assist businesses in reaching their potential and finding prospects. Get in touch to know more about our services and what we can do to increase your revenue.
Lauren Haley is a content marketing specialist at Texas Business Analytics. Lauren is a content critic who helps businesses make sense of their online marketing. She specializes in SEO copywriting and has a craving for more creativity, less stress, and more time with her family.