Video content has become an integral part of advertising strategies.
For B2B SaaS companies specifically, video works at every stage of the funnel — awareness, consideration, and decision — which is what separates it from almost every other content format.
The question isn’t really whether video increases conversion rates. The answer is almost always yes. The more useful question is where, when, and what kind of video you need to actually move the needle.
Let’s take a look at how video is used for marketing efforts to increase conversion rate.
The Impact of Video on Conversion Rates
High-speed broadband has become video’s best friend as they scale and grow together. Why? The faster our broadband connection, the more video content is watched. The logic is simple: lower load times combined with higher video quality make video content more appealing.
While the majority of this traffic is from people watching kittens and Tik Toks, this growth also brings more traffic and eyeballs to video marketing. People are already watching videos, so why not create video ads that are easier to digest and more entertaining to watch?
And, with 5G technology scaling today and the number of G’s seemingly infinite in their potential growth, we can already fully stream and watch videos in 2k and, in some cases, 4k resolution. We appear to have a strong preference for moving images.
Even with advertising, B2B companies frequently use explainer videos to promote their products and services. This is because 96 percent of consumers would rather learn about a product through an engaging video than a cheesy salesperson.
And it appears that explainer video is working for them. 94% of businesses say explainer videos work like a charm – prospects who attend their meetings and sales calls are more educated, engaged, and knowledgeable. This allows for deeper and more meaningful conversations, ultimately converting clients into product advocates.
And the best part? People want more!
Consumers want more video content from brands, with 87% supporting the idea. Now, combining a few different marketing tools can yield an even more noticeable effect. A good landing page combined with a video sales – increases your conversion rates to staggering 80 percent.
Not too shabby.
Specifically, if you have an app or a SaaS platform, videos have the most impact and influence, with approximately 79% of consumers reporting that they purchased an app or software after being convinced by a video presentation.
So, no matter what your B2B video marketing goal is, whether it’s launching a new product with an Explainer, sharing testimonials with a case study video, or explaining workflow with a how-to video, video is a great call to action, and people will, well, “Act” if your video is high quality, engaging, and tailored to your target audience’s needs.
Conversion Rate in Video Marketing
The conversion rate will vary between industries. In general, B2B pricing and general ticket, potential market cap, and niche will be important considerations.
After all, if you have a great video that appeals to a broad audience but is for your specialized medtech, your conversion rate will be even lower, as you will receive a lot of irrelevant views. Overall, a good conversion rate in B2B is around 2-5 percent.
We know, not an impressive number – but they are realistic.
My observation is that the more sophisticated a product or service is, the more compelling the need for video. It increases the conversion rate and, to some extent, helps the user to make a decision more quickly.
Including video on a landing page can increase conversions by up to 80%, according to a study by EyeView.
How does video length affect conversion rates?
What are they saying? Is it bad to have too much of something good? This is certainly the case in video production. You must ensure that your content does not outstay its welcome, so here are some tips.
Explainer video – 60-90 seconds
Keep it punchy and informative, but don’t go on for too long. Absence makes the heart grow fonder, so let your prospects become hooked and keep wanting more.
Brand awareness video – 15-30 seconds maximum!
The logic behind this is that it should be concise and entice clients to look up more of your content. Furthermore, if you want to run paid ads such as PPC, YouTube, or Facebook ads, there are time limits.
Longer durations are more acceptable in how-to and demo videos. These are usually built for clients and existing customers who want to learn more about specific features or products.
Finding the Right Balance
Of course, the key is to look across your industry and see what your competitors are doing in this regard. The numbers above are very useful for B2B SaaS, but they may vary depending on the niche.
Experienced video production companies can assist you in finding the right balance for your strategy while adhering to best practices in your specific niche and industry.
In our latest case study interview with Allfred.io – we discuss how we made this happen.
Where to Place Video for Maximum Conversion Impact
Producing a great video is only half the job. Its placement determines whether it reaches prospects at the right moment in their decision-making process.
Homepage
It is the highest-traffic page on most B2B SaaS sites and serves the widest range of buyers simultaneously, from cold visitors to warm referrals. An explainer video that is 60–90 seconds long and placed above the fold communicates your value proposition faster than any headline-subheadline combination can. This method works especially well for products where the “aha moment” is visual rather than textual.
Autoplaying videos without sound are standard practice for hero placement. Ensure that your explainer conveys its core message through visuals and captions alone, as a significant proportion of visitors will never unmute it.
Pricing Page
The pricing page is one of the highest-intent pages on your site, yet it is one of the most underused placements for video. Visitors landing here are close to making a decision and typically have a specific objection. Is this worth it? What will I actually get?
A short video that walks through what each tier includes, or one that features a customer explaining why they chose a specific plan, can address these objections directly and reduce abandonment before the “Contact Us” click.
Email Sequences
In B2B contexts, a thumbnail image that links to a video in a prospecting email consistently outperforms text-only emails, particularly for mid-funnel nurturing sequences where engagement has begun to decline.
The thumbnail creates a visual break in the inbox and signals that the video is worth watching. Just make sure the linked video is relevant to where the prospect is in their journey. For example, a generic brand video in a late-stage nurture sequence would feel misaligned.
Sales Enablement
Your sales team is one of the most underutilized distribution channels for your video content. A library of short, targeted videos — one for each common objection, one for each major integration, and one for each relevant customer story — provides sales representatives with concrete content to share at the right moment in a follow-up sequence.
These post-meeting videos are often more memorable than recap emails and keep your product top of mind during the internal evaluation period.
How to Increase Conversion Rate for Your Video? Top 10 Tips
So, let’s talk about some principles that will undoubtedly help you increase conversion rates. As we all know, it’s all about optimizing and refining, so these suggestions should help you with the heavy lifting.
1. Define Your ICP Before Writing a Single Brief
Well, this is a simple but often overlooked tip. If you don’t know why you’re making the video or who you’re marketing to, you’re building your business on shaky ground. Distill your ICPs, give that information to your video producer, and let them work their magic.
2. Lead with the Problem, Not the Product
Don’t try to bombard your audience with selling points. Imply those selling points and employ clever storytelling. You can read our article here to craft an engaging script. At Zelios, we like to do the heavy lifting ourselves, so we also do our best to make your story unforgettable.
3. Use Your CTA to Continue the Journey, Not End It
This is where you’ve earned the right to promote your product and try to convert your clients (assuming you did an excellent job in the previous section of the video). Use landing page or website links to guide your clients through your marketing sequence, and work with them to convert them into customers.
4. Match Distribution Channels to Where Your ICP Already Spends Time
Consult your video producer about the best use cases for your video. Your website, Linkedin page, Facebook group, and paid ads are excellent places to start.Furthermore, we frequently advise our clients to equip their sales teams for conferences by displaying video on their stands.
5. Invest in Production Quality That Matches Your Price Point
Of course, putting together a templated video or managing to put out something with a freelancer will kill the engagement with your video. Are you looking to save costs on client acquisition? If the answer is yes, well, then your video won’t perform well and will fade into oblivion of cookie cutter content.
6. Optimize Every Video for Search — Not Just Your Blog Posts
High-quality SEO is essential for accelerating your inbound sales. Video is essential for improving your SEO rankings, so making sure your video title, description, and tags scream about your ability to solve your ICP’s pain points will ensure that it rises to the top of any relevant search results.
7. Set Up Tracking Before You Publish, Not After
You can’t improve something you can’t measure, so make sure you’re tracking relevant metrics and improving your video assets. This will also be relevant later on when you start updating your videos and A/B testing different combinations.
8. Design for Mobile-First, Even in B2B
Most people browse and watch content on their phones because it is so convenient.
So, make sure your content is not cut off and stands out like a sore thumb, as this will reduce your view-through rate. In our own cases, we provide native resizes to fit 9:16 ratios, as if the video was designed to do so.
9. Build Social Proof Into the Video Itself
Include relevant awards or big client names that can help build authority. For example, if your SaaS product received a #1 at Product Hunt, this would be a good thing to include in your Explainer Video.
10. Focus on the Problem You Solve, Not the Features You Have
Don’t lose sight of what’s most important: solving your client’s actual problem. If you can position yourself in the video as the best solution for their headaches, you will be able to dominate the competition.
Select the video type that aligns with your marketing objectives, and receive an immediate high-level estimate of the production cost.
Conclusion
If your content selection is still lacking and does not include a comprehensive set of videos, you are in for a long-overdue update. This will significantly increase the conversion rate of all of your other content, and your marketing and sales teams will be equipped with high-quality assets.
Strengthen your sales funnel with a multipurpose animated video explainer. Let’s talk about your project!
Select the video type that aligns with your marketing objectives, and receive an immediate high-level estimate of the production cost.
