Increase Conversions Using Video Content

Share This Article

Video marketing has been on the rise for a decade now. Consumers are becoming more and more accustomed to video content – whether they see it on social media or on a product page.

Currently, more than 80% of people prefer to watch a video to complete the decision-making process for a particular product or service. Marketers should think about this:

  • Do users expect video content to be available across all channels?
  • Should the video be played every chance possible?
Video Stats

But the real question is: do videos drive conversion or kill it?

Some general statistics:

There are many studies proving that videos on landings help increase conversion:

  • How-to videos, for example, work incredibly well. 1 in 3 millennials say they bought a product because they watched an instructional video.
  • Four times more consumers would prefer an explainer video about a product than text about it. Forbes Insights found that 60% of people prefer watching videos to reading texts.
  • If you’re using video to increase conversion rates, it’s best to place the video player above the fold. Video hosting and analytics firm Wistia has found that visitors who engage with video are much more willing to sign up for the company’s packages than those who don’t, so Wistia tries to place videos in key places on the page.
  • The team at Animoto, a DYI video creation platform, conducted a survey that found that nearly all respondents (96%) found videos helpful in making online purchasing decisions.
  • Using the word “video” in the subject line of an email newsletter message increases your email Open Rate by 19% and Click-Through Rate by 65%.
  • In 2010, an Implix survey conducted via email showed that adding a video to an introductory email increase click-through rate by 96%. This means that almost twice as many people click through to your website if you include an online video in your marketing messages.


Creating video content is not enough. You need to develop a solid strategy for using that content to achieve your goals.