From our 2019 archive. This is a historical announcement. Context and links reviewed on 18 September 2026; the information below relates to the original publication period.
This guest article by Phil Arkinstall of Ark Media is retained as a historical contribution. Product references and research figures belong to its publication period; we have removed an unsupported attention-span claim and an automatic SEO-benefit claim. Conversion improvements are not guaranteed: test the content with your audience and measure completed actions. For current inLIFE support, see video and animation.
[Guest Blog] This is a guest post by Phil Arkinstall, Managing Director of video production company Ark Media.
If you would like to learn more about how video production can work for your business, please contact Phil at Ark Media.
A decent marketing manager will be constantly tweaking
and monitoring their campaigns to try and improve and increase results. It
doesn’t matter whether you are actually selling online or promoting your brand
and business online and offline. You need to ensure that you’re maximizing your
chances of winning as much business as possible by using the best possible
tactics.
As MD of a video production company I’m obviously bias in thinking that video works well for a number of different reasons and to be fair not only does the research back me up but also our client feedback. Here are 5 ideas that you can use for your brand to increase conversions:
1. Product Videos
A product video is a video of the product that you
want to sell. It’s generally shown on
the product page where you can buy. That said, even if you aren’t an online retailer
you can still have a product video which will help to increase sales. A
study by Google revealed that 53% of internet users look at videos
before visiting a store to buy a product.
Not only will a
product video encourage your site visitors to buy but it also has other
advantages. Product videos are:
- Good
for encouraging your site visitors to stay on the product page a little longer
(thus convincing them to buy as well as improving your bounce rate).
A well thought out product video gives you the opportunity to
gain and keep your viewers attention enabling your brand to communicate with
your potential customers for longer than the competition, gaining their buy in
and ultimately their purchase.
2. Remarketing With Video Ads
Marketing managers know that you need to have several
touchpoints to ensure you get a final sale.
Remarketing is a great way of ensuring that you can re-engage your site
visitors and encourage them to buy.
Remarketing with video ads increases conversions and can really address your
barriers to sale, humanizing your brand and ensuring your key messages are
communicated in an easily digestible way.
Your video production company will be able to advise
you on the branded
content for video ads for remarketing. The essential thing is to ensure you’re
creating killer content via your video to increase your sales.
3. ‘How To’ Videos
How to videos can be used in a variety of ways to
increase conversions. They are the
perfect way of breaking down any barriers to sale. If your potential customers
have a common reason why they don’t want to buy from your brand, you can use a
how to video to break down any fears and alleviate their concerns leaving them
with no reason not to buy. Similarly
you can use a how to video to
upsell from one product to another.
A video production company with good editors may well
be able to utilize existing footage that you may already have from your
product, testimonial or explainer videos to translate this into a how to video
without the need to film again. At Ark
Media we find that animation can often work well for how to videos,
especially if you are trying to show something complicated. You can see some of our animation case
studies here
4. Personalised Videos
Yes you read that right – videos personalised for the
recipient. Ark’s new tool, TibiVideo,
enables brands and businesses to personalise videos for the individual
recipient. You can do this using your
CRM data or data from social profiles. And it’s not just about personalising
the name and having it on screen. You
can personalise in terms of animation characters – so female for female
recipients and male for male. You can also personalise in terms of audio so you
can have a voiceover that actually says their name which really gets their
attention. This is great for upselling
and reinvigorating lost customers as well as converting new customers. The list of how you can use personalised
videos really is a big one and depends upon your business. You can order your personalised video here to
get a flavor of how other brands have used personalised videos for their
audience.
5. Automation
Brands can use their automation platforms to get a
handle on which customers watch more of a video than others and thus plan
more. You could encourage those who have
only watched a small proportion to watch more or really go for it with those
who have invested their time and watched the majority of your video. This way you can send further targeted
content that really helps you to increase conversions.
What do you think? How have you used video to increase your conversions?
