Video marketing is now the primary method of promoting products and services by companies of all sizes. In recent years, customers have become increasingly interested in videos, as evidenced by the popularity of apps such as TikTok. More people prefer watching a video than reading an article about a product.
Although videos are time-consuming and expensive to make, they can be very effective. When it comes to authentic relationships and social proof, it’s crucial to let your consumers do the heavy lifting. The recent buying experience has been greatly influenced by social proof in the form of customer testimonials. There are reviews on Google, Facebook, and Yelp from satisfied customers. Review sites such as Amazon and others that sell Ecommerce products. Among YouTube’s most knowledgeable users, you will find in-depth product reviews.
Why do Ecommerce businesses need to create a testimonial video?
Buying decisions are influenced primarily by peer recommendations. As buyers are overwhelmed with information, they need tools that are straightforward and dependable. Social proof is a quick way to get there.
Testimonial videos will continue to be an increasingly significant social proof tool in the coming years. Having a satisfied customer tell you about their positive experience with your company cannot be overstated. There are several strategic challenges associated with that marketing ambition.
Ecommerce businesses that don’t have a strategy for a testimonial video usually cite the following objections:
- There is no need to rush.
- Testimonial videos are difficult to collect effectively.
- It is too expensive.
- The video cannot be viewed due to its low resolution.
- It’s impossible to change the videos.
- Is it beneficial to my business to use these videos to increase sales?
4 Elements of an effective testimonial video
While videos can attract your audience and sell products immediately, others will likely make them click away within seconds. How can a testimonial video be made effective in this case? These elements are found in high-performance testimonial videos:
1. Genuine and authentic
Authenticity is evident in every aspect of this video, from its presentation to its length to the overall appearance. The testimonial does not imply that it is paid or scripted; it comes from a satisfied customer. The person in the video may be an ordinary person experiencing struggles every day. The customer should be relatable and not just a celebrity or influencer paid to promote your brand.
2. Interesting Story
Testimonial videos tell a compelling story with their clear direction and consistent flow. This video creates a truly engaging experience by combining visuals, music, and dialogue. The emotional factor makes it easy for people to relate to, so they can connect with it. The customer, for example, was already struggling with anxiety and low self-confidence due to clothes that didn’t fit her. It is challenging for plus size women like her to find dresses or coordinates that complement her curves.
3. Proven benefits or results
Results and benefits are tailored to the customer. In contrast to vague and generic comments about your ecommerce products, it explains how it has served a specific person. For example, upon purchasing your plus size dresses and coordinates, the customer felt more confident adding more style to her daily fashion and felt positive about herself.
4. Concise and compelling points
The best way to tell a testimonial video is not always to elaborate on the story. Maintaining viewer engagement throughout your video should be your goal. It is important to make short, compelling videos that convey your message in a concise manner in order to capture the viewer’s attention.
You should keep your presentation between two and three minutes long to keep your audience engaged. If you are editing your video, some redundant and unnecessary sections may need to be removed.
Testimonial video structure that Ecommerce businesses should follow
There are three parts to testimonial videos. In order to make an effective testimonial video, Ecommerce businesses should guide their customers during these stages:
1. Before buying the product
Prior to buying, the customer’s nervousness, challenges, and negative feelings are emphasised in the testimonial video. This is done to create an emotional connection between the viewer and the customer in the video, as viewers can relate to the customer’s struggles and empathise with them. It also establishes a sense of trust in the product and increases the likelihood that the viewer will buy the product.
2. After buying the product
A customer’s after-purchase experience describes how your goods have helped alleviate any issues they had before purchasing them. After-purchase experiences provide customers with a way to assess the value of the product and its efficacy in providing a solution to their problem. It also helps to create trust and loyalty with the customer, which can lead to repeat purchases and referrals.
3. Experience using the product
Customer experiences or emotional responses occur when they use your product and achieve the desired result. Has their experience resulted in self-assurance, knowledge, or happiness on their part? If the customer’s experience has resulted in a positive emotional response, it will encourage them to recommend it to others, which will increase your customer base.
With these three parts, you’ll have an engaging, concise testimonial video for your Ecommerce business.
How To Create a Testimonial Video That Boosts Your Ecommerce Sales
1. Choose the right customers
Start by looking for customers who are willing to give testimonial videos. Choose a few names and create a shortlist. You might want to consider people who have good camera presence.
Eloquence, presentation skills, and the ability to advocate enthusiastically are factors you can consider when identifying the right person for the video.
Your testimonial video should tell the story of your customer, not only your products.
Once that is done, you can contact them yourself. Call them instead of emailing them. Give them more information and answer any questions they may have.
If you’re looking for customer testimonials, here are some tips:
- You should ask at the right time. Ideally, your candidates would be those who have been loyal to your business for a few months (or longer).
- Thank them for their earlier feedback. After that, explain briefly what you are asking for. Tell them all the details and assure them that they don’t have to commit right away.
- Don’t offer incentives. Depending on your customers, it could be construed as a bribe. It may result in biased testimonials.
2. Get ready with your questions
Don’t forget to ask your prospective customers what they want to know.
- Why did you decide to try our product?
- What made you choose our brand over others?
- What do you like most about our product?
Prepare your interview questions and send them to your interviewees in advance. They can use it to gather their thoughts before filming.
3. Interview the candidate
Find the perfect location
It is important to create a comfortable environment for your customers. It’s important to you that they are open and honest with you. The space you choose should be familiar to your filming crew as well. As long as there are few distractions, you’re good to go. It’s the same with remote testimonial videos. As soon as you have locked and loaded the location, you can set up your equipment.
Set up your camera and lighting
If you are creating a testimonial video, you have a lot of options to choose from. It is best for your interviewee to look to the side, not directly at the camera, during the interview. Lighting should be considered when deciding when to film. You should make sure your interviewees’ faces can be seen if you plan to film outside.
Get the camera rolling
You can save a lot of time by letting the camera roll from start to finish. Testimonial videos offer a chance to capture candid moments that might not otherwise be captured. It’s possible to capture tidbits between takes, like a genuine laugh or reaction. As a result, your customers will feel more comfortable in front of the camera. Begin by asking them their names and personal information. Build a coherent storyline based on your questions.
Listen to what your customers have to say.
Be respectful of their thoughts and don’t interrupt them. Make sure your testimonial videos are centred around your customers. The last thing you should do is avoid yes-or-no questions. In some cases, asking follow-up questions is difficult. It is even more challenging to get usable responses from your customers.
4. Edit your testimonial video
Delete repetitive parts because this will interrupt the flow of your video. It is best to keep your video under 2 minutes since people now have an attention span of 8 seconds. To provide context, add b-rolls showing your surroundings, your office, or your product. Enhance your video by using relevant graphics, animations and your brand colours. As a final tip, ensure that your background music does not drown out your customers’ voices.
By following this guide, you can create testimonial videos that show the benefits of your product, share the experience of your customers and improve your conversion rate.
Hopefully this guide will help you create the best testimonial video to attract new customers for your Ecommerce business. If you need any help with creating testimonial videos, our team at Convinceo can definitely help you out.
Convinceo can help you create effective and impactful testimonials for your Ecommerce business. You can check out the pricing for our on-site and remote testimonial services by clicking here.