How To Dramatically Increase Your Conversion Rate

The What

I have read dozens of articles and books on marketing and took many courses on the subject. I learned that before you start any campaign of any sort, you need a SMART goal, a strategy, implementation, and measurements. The strategy is where things get messy, most marketers if not all of them, focus on how to market the offer to potential customers, they seek the latest tools, and hacks to get people to buy, and they miss on the most important factor which is emotional connection.

I’m currently a senior in a marketing program and there is very little attention given to the topic. There should be an entire course that deals only with how to tap into your prospects’ emotions. Your users are human, and they have emotions that make up who are, what they think, and most importantly what we do. If you tap into your users’ emotions, you will definitely have a greater chance to make them convert.

But the question is how? This is what made me write this article in the first place. The process goes like this, you make a short video of yourself telling a short story about the offer and how it relates to you. As an indie maker, this approach will give you a tremendous edge over startups and companies with many employees, and a big budget.

The Why

Connecting with your users on a personal level is essential for building strong and long-lasting relationships. They want to hear YOU, the creator, and your story and not be landing on another site with the same page full of features and testimonials. Emotional connection is one of the best ways to tap into your prospects’ attention and invite them to connect.

Recently, I sent a request on LinkedIn to a game studio founder in NY with a note about how I liked his work and how amazing he is doing at the studio, he accepted and replied back: “Thank you! Zakaria” I already sent some invitations without any note, and very few accepted, when I started to put effort into reading the profile, and writing a genuine note, the acceptance went up like 2X. This is just a very simple example of why we are inherently an emotional species.

I have never cried at an ad, I either laugh or ignore it. But this Audi ad went the extra mile in crafting an outstanding emotional ad that I have never seen and made me cry at the end of the video. If I had the money, I would have bought an Audi Avant, unfortunately, I didn’t. 💸 If you look at comments, you will see how people are reacting, and the impact the ad has on people.

You are not going to make a video with this quality, you need only a good phone camera, and yourself. I don’t know where I read this, but the story was about an e-commerce site that asks buyers for their video testimonials. The videos are very personal and simple where the customer shows himself using the product in a natural way. Conversion on the site increased like crazy. People connected with the brand through very personal videos, and this made all the difference.

This is why you should roll up your sleeve, and begin using videos on your landing page. Next up, we will see how we can craft your very personal video.

The How

Presenting a video of yourself on your landing page can be a daunting task, especially if you’re not used to being in front of a camera. However, it’s important to acknowledge that feeling fear and anxiety about this is normal, I myself feel like I’m gonna die if I present something publicly. The good thing is that you are not having a live public speech, you only have to record a few minutes of talking about your story, and that’s it.

1. You Should Have a Clear Message

What message do you want to convey? What do you want viewers to feel after watching your video? you should center the story around a specific theme, like how, as a business developer, you spent days looking for a cold outreach tool for LinkedIn that could ease the workload on you and didn’t find any, and decided to launch your own and help others.

2. Have a Script

We are not filming a Hollywood movie, but it helps develop a script that will give you the opportunity to think through things you want to say instead of talking randomly in front of the camera.

3. Choose The Right Location

Be in a well-lighted place, so your face and half of your body are visible. Showing only your face will make the video more formal, and a bit corporate.

4. Use Quality Equipment

Use a good phone camera that can capture you talking without issues as the video should be clear.

5. Showcase Your Personality

The key to a compelling personal video story is showcasing your personality and values. Be authentic and don’t be afraid to show your quirks and passions.

6. Edit But Don’t Over Do It

Remove background noise, and clear your video from any issues. But don’t try to make it perfect, people will appreciate your authenticity. The more edits you make to the video, the less appealing it becomes. Remember the example of the e-commerce brand we have talked about.

7. Placing Your Video In The Landing Page

Here, you have to remember that people pay more attention to the left side of the screen than the left side. So, put your video on the left side, and the title and short description on the right. Here is an example.
Instead of this:

Do this: