Online Product Demonstrations Increase Conversions
If your customers were highly proficient in all the technical aspects of the equipment you install, they probably wouldn’t be your customers; they’d be your competitors. It seems that in the allotted brain space most of us are allowed, we’ve only got so much room for things we don’t understand. But that small amount of room we do have can be just the right amount of mental real estate that would appreciate a promotional product video on your website.
According to Digital Sherpa, videos increase people’s understanding of your product or service by 74%. Therefore, videos that explain not just the technical workings of your equipment but also how it benefits the customer can be just the digital push needed to turn a lead into an in-home sales call and estimate.
For contractor equipment, videos are especially useful because customers can’t sample your products. Nope. They can’t try it on for size, or test it free for 30 days. Installation is just that – installation – not the type of purchase that lends itself to “Returns accepted within 90 days with receipt.”
Videos help your customers make informed decisions – especially when the information-gathering process seems overwhelming and too technical to understand. As a matter of fact, Digital Sherpa has another stat that says 80% of your online visitors will watch a video, while only 20 percent will actually read content in its entirety.
With video content, you’re able to connect to the emotions that people rely on when making decisions. Your viewers can see body language and facial expressions. Images and music add interest and responsiveness. By connecting emotionally, videos help you build trust with future customers.
And no small point here: videos are also good for your search engine results. Digital Sherpa offers another stat that says your website is 50 times more likely to appear on the first page of a search engine results page if it includes a video.