How Video Content Can Help Increase Conversions

If you’re looking to boost conversions, (and who isn’t!), whether that’s more leads, more sales, or more sign-ups; video content should be at the heart of your strategy.

From homepage explainers to customer testimonials, video helps you capture attention, build trust, and guide viewers towards action. And it’s not just about getting more clicks — it’s about getting the right people to take the next step.

At One Productions, we specialise in crafting video content that doesn’t just look great — it performs. In this blog, we’ll explore exactly how video can help increase conversions, and how your business can make the most of it.

How Video Can Help Increase Conversions

People process visual information far faster than text — and video combines visuals, audio, and storytelling into one powerful package. Whether your audience is researching a solution, comparing options, or about to make a decision, video can help move them along the journey.

Here’s why video is such a powerful conversion tool:

• Builds trust quickly

• Explains value clearly

• Engages emotions and logic

• Encourages longer time spent on page

• Provides clarity in the buying process

According to recent studies, including from Wyzowl and HubSpot:

• Including video on landing pages can boost conversions by up to 80%

• 89% of people say watching a video convinced them to buy a product or service

• Video content can increase email click-through rates and reduce bounce rates
  

But not all video is created equal — it needs to be strategically aligned with your goals and audience.

1. Explainer Videos: Clarity Converts

If your product or service is complex, technical, or new to market, an explainer video can be a game-changer. These short, animated or live-action videos break down what you offer, how it works, and why it matters — all in under two minutes.

Best used on:

• Homepage or product pages

• Landing pages

• Email campaigns
  

Conversion tip:
Place explainer videos above the fold on your landing page to increase engagement right away.

2. Testimonials & Case Studies: Social Proof That Sells

Potential customers trust other customers more than they trust you — and that’s why testimonial videos are so powerful.

Hearing directly from happy clients helps validate your offering, reduce scepticism, and create emotional resonance. A well-produced testimonial feels authentic, relatable, and persuasive.

Best used on:

• Decision-stage landing pages

• Sales emails

• Paid ad campaigns

• LinkedIn or YouTube
  

Conversion tip:
Feature different testimonials for different audience segments — speaking directly to their challenges and goals.

3. Product Demos: Remove Friction

When people can see your product in action, it helps answer their questions and reduces hesitation. Product demo videos show usability, features, and real-world benefits. This increases the likelihood of conversion, especially in ecommerce and SaaS.

Best used on:

• Product pages

• E-commerce listings

• Comparison pages

• Retargeting ads
  

Conversion tip:
Keep demo videos concise and benefit-focused, not just feature-heavy. Show how it makes life easier.

4. Landing Page Videos: Hold Attention, Guide Action

A good landing page does three things: grabs attention, communicates value, and drives an action. Video helps tick all three boxes. Whether it’s a founder message, brand story, or animated explainer, video increases time-on-page. That increases the chance of conversion.

Best used on:

• Lead magnet or free trial landing pages

• Webinar sign-ups

• Paid ad destinations
  

Conversion tip:
End your landing page video with a clear CTA – “Sign up now”, “Book a demo”, or “Get started today”.

5. Retargeting Videos: Re-Engage and Reassure

Video works particularly well for retargeting ads — reminding warm leads why they showed interest in the first place. You can show behind-the-scenes content, feature client results, or offer limited-time incentives to encourage action.

Best used on:

• Facebook, Instagram, LinkedIn Ads

• YouTube pre-roll

• Display campaigns with embedded video
  

Conversion tip:
Use A/B testing with different versions of your retargeting video to see which message converts best.

Why Strategy Matters

Throwing up a video and hoping for conversions won’t cut it. For video to increase conversions, it must be:

• Tailored to your audience

• Optimised for the platform

• Aligned with your sales funnel

• Professionally produced to reflect your brand

• Supported with a strong CTA and tracking tools

At One Productions, we work with you to build video content that’s designed to perform. From concept and scripting to filming, editing, and platform-specific formatting, we ensure every video aligns with your marketing goals — especially conversions.

Why Choose One Productions

Video isn’t just a nice-to-have — it’s a conversion tool. Whether you’re building awareness, educating prospects, or closing sales, the right video content can move your audience from interest to action.

At One Productions, we create video that converts.
Let us help you develop a content strategy that drives measurable results, one view at a time.

Want to turn more clicks into customers?
Contact us to get started.

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