Why video?

The average concentration time of a normal person is 8 seconds. It takes 5 to 8 minutes to read a 1000 words article and the human brain assigns more importance to visual assets, so video is the perfect medium to grab the attention of the audience in a short timespan.

Types of video

Mainly there are four types of videos that can help businesses and websites convert customers. These are Explainer Videos, How-To Videos, Testimonials and Product Demos.

• Explainer videos are crafted for explaining a process or product to direct towards a purchase, and they should be short and precise.
• How-To videos describe a method or process, such as DIY videos, or installing  software. These kind of videos can reduce the workload of support or helpline of the company.
• Testimonial/case study videos show the credibility of the business with clients or customers talking about the efficiency of the business and what their success with the services.
• Product Demos are similar to How-To videos, demonstrating the  product and how it will be beneficial to the buyer. SaaS companies which do not provide a free trial are more likely to add a product demo.

Amongst these categories, Explainer Videos can increase conversion rates significantly.

Some brief guidelines and best practices to promote good ROI:

• Make it short
• Use a good and compelling thumbnail
• Include a Call to Action in the video to convert the traffic to leads.
• Include subtitles where possible

Why Explainer Videos?

Trust and credibility: A good explainer video should educate and engage a customer, with the goal to guide them further down the sales funnel. Well crafted explainer videos give your company trust and credibility and make your audience feel empowered to make a purchase.

More information in short span: As per Forrester Research, a moment of video is worth 1.8 Million words. With this in mind videos are that much powerful in conveying the right message to your potential customers.

Boost conversion and sales: Explainer videos are known to increase conversions on landing pages — sometimes significantly, such as in Crazy Egg's case which increased conversions by 64%.

SEO and ranking: By watching videos, visitors spend more time on your webpage. This will add more SEO value to the website and increase the search visibility and ranking.

Brand and personality: Explainer videos are also a great opportunity to share your brand voice.

Here's more information on Explainer Videos to fuel your fire!

Author bio: Jaseem is the Founder and CEO of Wowmakers. Video marketing enthusiast, soccer lover and loves to make everyone happy. Beware, he can be annoyingly happy all the time! Twitter, Linkedin, Email