How to Use Video to Boost Store Conversions

The fact that video is the favored method for information consumption by most users online is pretty much self-evident nowadays. Just take a quick look around your Twitter, Instagram or Facebook feeds and you’ll notice that a considerable number of posts shared are videos.

You don’t even have to take my word for it (or your observations for that matter). there are already plenty of metrics that confirm what pretty much everybody knows: If you're a business owner operating online, you want your business to be leveraging video. It’s that simple.

The question, then, becomes "How?".

Video is the best way to engage with your customers and motivate them to take action. (Short of speaking with them directly, at least.) Using the versatility and appeal of visual storytelling can be the key to turn a struggling marketing approach into one that actually converts. Or it can strengthen an already successful strategy into exceeding its perceived peak.

A single video – the right video – can take an indifferent person and spark awareness and interest in your product.

A single video – the right video – can take an indifferent person and spark awareness and interest in your product. Or it can take someone already curious about your brand and convince them to take action and engage with you.

In this article, I want to talk to you a little bit about these different types of videos and tell you about the situations that call for each kind of content.

Showcasing Brand Value and Building Confidence

No ecommerce venture can survive, let alone thrive, without consumer confidence. In a thoroughly impersonal environment like the internet, there are a couple of video formats uniquely equipped to address these kinds of needs:

Company Story Videos

This type of video is all about putting you and the people behind your company into the spotlight. It is designed to showcase your company's core values and the people that embody them. Adding that human touch that benefits every brand, as it resonates with potential customers on a personal level.


Company story videos can also help you set yourself apart from the competition, letting your uniqueness show through the style and content you put forth.

A good company video can humanize your brand, increase people’s trust in you and boost sales by generating stronger connections and confidence from your potential customers.

Testimonial Videos

It can be hard to overstate the power that customer testimonial videos can have on your marketing strategy.

You get to bring a seemingly impartial third party to the figurative negotiating table between you and your potential new customer.

By presenting your company’s values and skills clearly and effectively through the opinions and experiences of satisfied customers, you get to bring a seemingly impartial third party to the figurative negotiating table between you and your potential new customer.


Just like company story videos, testimonials can quickly foster trust in your brand where there was previously none, and have a positive impact on your bottom line while still helping people navigate the final stages of their buyer’s journey.

Effective Communication & Display of Products and Services

Not only does effective communication directly impact your sales, but it can also save you a lot of grief and energy on the follow-through, by preventing misunderstandings on the client’s end and ensuring higher satisfaction rates.

Product Videos

Product videos are a powerful style of content that most ecommerce businesses are probably already familiar with. They're the perfect way to list the qualities and abilities of products or services, quickly, concisely and in a way that’s clearly understood by customers.


Product videos are the ideal way to explain the uses and benefits of products, and to highlight their advantages and entice potential customers by addressing their pain points.

Product videos are a great way to nurture leads.

Product videos are also a great way to nurture leads (especially when they're carried out professionally and disseminated through social media) and get them closer to a buying decision while they learn about particular features. When done right, this happens organically, discretely and subtly, making them that much more effective.

Explainer Videos

Explainer Videos are relatively new, but they've quickly become a favorite for marketers. They serve as a resource for any business wanting to connect with potential customers in the early stages of the buyer’s journey, in order to organically lead them further down the sales funnel.

The core function of explainer videos is to elucidate details about a business and its products or services in an exciting way.

The core function of explainer videos is to elucidate details about a business and its products or services in an exciting way, leveraging storytelling and branding for your marketing machine.

They can also be used for educational purposes! For example, check out this whiteboard animation video, which explains how the UK General Election works:


Addressing Customers Concerns and Dealing with Resistance Points

Video content benefits uniquely from storytelling and appealing visuals. This makes some kinds of videos ideal for handling more complex areas of client interaction, like addressing user confusion and concerns over complex subjects.

Educational Videos

Educational videos are a versatile type of content that are often misunderstood (and underused) by most marketers out there.

Educational videos illustrate a topic of interest to your audience in a manner that is approachable and entertaining. When done right, an educational video can inform usern, further your branding and establish you as an authority on a subject.


Educational videos can be tricky, though. They require you to remain engaging and fun, lest you run the risk of losing your audience. However, if you can pull them off, these videos can do marvels to increase site traffic and visibility. They can even rank themselves organically on other platforms (like Facebook) and expand your reach without any extra effort.

Knowing your marketing objectives ahead of time is essential to get the most out of any video content you implement. While some types of videos can help you accomplish several things at once, the places and ways in which you decide to use them will have a direct impact on their effectiveness.

The secret lies in knowing what each tool is for, then choosing the best one for your particular needs. Figure out your game plan and start creating impeccable video content to power your marketing. The results will speak for themselves.

Have you made any great videos for your brand? Show them off in the comments!