Image by Emily Zheng
A client recently came to us with a familiar request: they wanted a sizzle video to improve the effectiveness of a product landing page. After adding one of our sizzle videos, they noticed a lift in performance and wanted to repeat the approach.
They’re not alone in turning to video to boost engagement. Including video on a landing page can increase conversion by as much as 80%. Sites with video also tend to convert at higher rates overall, with one benchmark showing a 4.8% average conversion rate for sites using video, compared to 2.9% for those without.
So, what type of video should you use—and when? Here are three formats we recommend, each suited for different goals and stages of the buyer journey.
Sizzle videos: Build excitement and boost engagement
Sizzle videos are short, energetic, and designed to get attention. They’re great for product pages, campaign rollouts, or events where you want to create momentum and drive action. These videos usually combine animation, sound design, and fast pacing to create an emotional connection quickly.
That’s what our client experienced: after adding a sizzle video to their product page and seeing a clear lift, they came back to request more. It’s no surprise—when visitors stay longer and feel more emotionally invested, they’re more likely to take the next step.
Explainer videos: Clarify and convert
Explainers go deeper and often include common customer pain points, topline product benefits or features, and UI snapshots. They’re especially effective when addressing a known challenge or objection, like demonstrating cost-saving features or what’s changed in an update.
We’ve partnered with enterprise teams to create explainer videos that highlight key functionality and reduce friction during the decision-making process. These videos are a great fit for users further down the funnel who need reassurance before they commit.
Testimonial videos: Build trust with firsthand perspective
For buyers evaluating complex solutions, credibility is key. Testimonial videos let viewers hear directly from the source about the impact your solution had. They’re especially effective when paired with written case studies, giving added dimension to performance metrics and making success stories more relatable.
These videos work well on product pages and in sales enablement content, where they help build trust and spark engagement. Like this one, where the team at Lumen Field, home of the Seattle Seahawks, shows how a partnership with Amazon took the fan experience to the next level.
Video works because people remember it
Studies show that viewers retain about 95% of a message when they watch it in a video, compared to just 10% when reading text. Pages with video also hold attention longer, which correlates strongly with higher engagement and conversion rates.
If you’re considering ways to drive conversion with your audience, we’re well-versed in video and would love to show you what’s possible.