How to Use a Video Testimonial to Convert Customers

October 7, 2021

Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is also the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing," and author of Amazon best seller, "Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers."

The emergence of the internet and social media have opened up more marketing channels than ever before. However, with so many choices available, deciding where to spend your marketing time and money can be a challenge. Video testimonial service videos deliver a lot of bang for your buck because they are one of the best tools for converting customers.

Video Testimonials Trigger Emotions in Customers

While some customers like to think that all of their purchasing decisions are based on logic, emotion plays a big role. Video testimonial service videos do a better job of generating emotional responses than text-only or static graphic advertising. Additionally, because text takes longer to process than video, customers may stop reading before they can get the full impact of the message. By contrast, video messages can make an immediate emotional connection. 

The reason video can be so much more effective is because of the way the brain works. When people see someone doing something and that person is expressing emotions, the viewer’s brain automatically mirrors those emotions. When viewers see the people in your videos expressing joy or satisfaction, thanks to your products and services, the viewer feels it too. This works because the human brain is conditioned to pay attention to colors, faces, and motion. Because of this, videos capture viewers’ attention in a way that text and images can not. 

Customers Prefer Video Testimonials to Text

Studies have shown that four times as many consumers prefer watching videos versus reading text. Almost 60% of executives say they would rather watch a video than read text. Simply including the word “video” in an email subject line has been shown to increase open rates by 19% and click-throughs by 65%. Additionally, email subscribers who receive video content unsubscribe at a 26% lower rate.

Customers Trust Video Testimonials

Your reputation comprises 25% of your brand’s market value. Trust has become a big issue with customer reviews and testimonials. Unfortunately, unscrupulous businesses have engaged in deceptive practices by either paying for positive reviews or writing their own positive reviews under false names. This has caused many consumers to lose trust in text-based testimonials.

Because the viewer can see the actual person giving the testimonial in a video testimonial service video, they are more likely to believe that the testimonial is authentic. Our professional video testimonial production team knows how to present customer testimonials most naturally and authentically. 

Use a Video Testimonial to Convert Customers; They’ll Retain More Information From Videos

Studies have shown that people only retain about 12% of the information they read. By contrast, people remember about 95% of the message from a video. Part of the reason for this is the emotional response we talked about earlier which helps to increase information retention. Storytelling has also been proven to help people remember information. Videos are an ideal storytelling medium.

Additionally, interesting visuals make it easier to remember information. Pro Testimonial video testimonial service videos utilize all of these factors to create memorable content for your videos.

Customers Share Video Testimonial Videos

People share videos 12 times more often than text or static images. When you post videos to your social media and websites, customers help you reach a wider audience by sharing your content. 

Video Testimonials Provide Social Proof That Drives Sales

Robert Cialdini talked about the concept of social proof in his 1984 book, “Science and Practice.” Social proof works on the theory that people model their behavior on the behavior of others. This is what makes testimonials such a powerful marketing tool to drive sales. Research has shown that 92% of customers consider online reviews and testimonials before making a purchase and customer testimonials are one of the most effective marketing tools. When people see other people like them enjoying your products and services in your videos, they are more likely to want to emulate that behavior by making a purchase.

Pro Testimonial customers have reported an increased purchase intent of 97% and studies have shown that regularly using testimonials can increase your revenue by 62% per customer. This is true every time a customer visits your site. If you are ready to start boosting your conversion rates, the team at Pro Testimonial can help. Visit our website to sign up for your free account today.