Video marketing remains one of the most potent ways to connect with and convert potential customers. However, you can’t do so with unedited or shabbily edited product marketing campaign footage.
To excel in today’s crowded digital landscape, you must know how to edit videos that convert shoppers into buyers.
A well-edited video delivers value and is optimized for mobile users. In fact, it can convert a casual viewer into a loyal customer.
In this post, I’ll discuss the nitty-gritty of editing videos that convert. Here, I’ll share some non-generic tips on how to edit videos that convert shoppers into buyers.
Read on to learn some of the most effective ways to take your videos from underperforming to overachieving.
Let’s get started!
How to Edit Videos that Convert Shoppers into Buyers
As a marketer who wants to create videos that drive sales, you must learn to edit your videos. Strategic planning and distribution of your videos are also essential.
That said, here are 7 proven ways to edit videos that convert shoppers into buyers.
Invest in Stunning Visuals
In today’s endless feed of video content, production value separates “scroll-stoppers” from skipped ads. Spectacular and crystal-clear video quality helps you achieve the “scroll-stopper” effect.
Fortunately, you don’t need a film degree or a production crew from Hollywood to achieve this.
You can also leverage free video editing software for Mac, Window and professional techniques like color grading, clean transitions, and relevant b-roll footage. You can also use kinetic typography to create high-quality visuals.
The most important trick is to remain consistent with the quality of your videos.
When integrating influencer marketing into your strategy, it’s important to share your video editing fundamentals. Integrate stunning visuals into your strategy to maintain brand consistency.
Balance Your Audio Levels
People place a lot of emphasis on visuals. However, optimizing audio levels is an effective strategy for editing videos that convert shoppers into buyers.
An aspect of a video that can be very distracting is the sudden and noticeable changes in loudness or unexpected background noise.
Optimize your audio levels by carefully equalizing voice levels. Ensure that no section is too quiet or loud. Apply compression or normalizing techniques to even out sudden fluctuations in the volume.
Incorporate a subtle musical score that can elevate emotion or underscore pivotal moments. This is an effective audio strategy that can convert shoppers into buyers.
Breathe Life Into Your Testimonials
Customer testimonials are very effective in driving conversions. For context, a Dixa study found that 93% of buyers are more likely to purchase a product after receiving a positive review.
However, relying solely on an unedited testimonial video can be limiting. Intentional editing can upgrade a testimonial and amplify the message.
I recommend using editing tricks such as jump cuts, b-roll accents, kinetic texts/graphics, and multimedia intercuts.
To enhance authenticity, include user-generated content in the testimonials. Visually presenting evidence of the customer’s testimonials increases credibility.This Hostinger testimonial video is an excellent example. It uses personal narration to show how easy it was to set up a website for a lawn care business. The video uses various editing tricks, like b-roll footage and jump cuts.
Incorporate Captions and Subtitles
According to research, 53–78% of internet users prefer watching videos without sound. Including subtitles and captions in your videos can convert shoppers and boost sales.
To edit videos that convert shoppers into buyers, incorporate clear, legible, and well-synchronized captions and subtitles into your video. Use universally accessible captions rather than closed captions.
Also, transcribe audio cues, text graphics, and sound effects. Translate your captions into different languages to increase your potential reach and impact.
Add a Visible CTA
A quick and easy way to edit videos that convert shoppers into buyers is to include a clear call-to-action (CTA) in your product videos.
Create a sense of longing and excitement. Use visually striking imagery and high-quality content. Provide your audience with a direct link to your website or a purchase page. Use a prominent CTA button or overlay that stands out from the rest of the video.
For instance, this HelloFresh video uses a very visible CTA button to invite viewers to place an order.
Optimize for Mobile Viewing
According to a Statista report, 70% of the US audience uses smartphones to watch video content. With so much video consumption on mobile devices, optimizing for small screens is non-negotiable. When editing, consider creating an uncluttered viewing experience for mobile users who crave on-demand video streaming.
Consider using large, easy-to-read text and visuals. Ensure the video is visually appealing to watch on a 6-inch smartphone screen.
You can cut and trim videos using the right free video editing software to keep your videos short. A video under 2 minutes is ideal for mobile optimization. Ensure your CTAs are tap-friendly to maximize conversions.
Continuously Optimize with A/B Testing
Even when you have all the knowledge and tools to edit videos that convert shoppers into buyers, there’s always room for improvement.
Make it a habit to continuously refine and optimize your approach through meticulous A/B testing of different variables.
For instance, you can experiment with alternative messaging and CTA tactics. Rigorously measure and let the data reveal the highest-converting creative directions to double down on.
Common Pitfalls to Avoid in Conversion-Focused Video Editing
I have detailed tips on how to edit videos that convert shoppers into buyers. However, discussing what not to do when editing videos is important.
Here are a few pitfalls to avoid when editing videos to convert shoppers:
- Editing with choppy transitions
- Creating videos that are too long
- Using low-quality footage or visuals
- Adding cheesy stock music or sounds
- Using irrelevant or distracting b-roll footage
- Failing to optimize your videos for searchability
- Cluttering the video with too many texts, graphics, or animations
Wrapping Up: How to Edit Videos that Convert Shoppers into Buyers
The tips I have highlighted here will help you edit videos that convert shoppers into buyers.
They can help you create stunning visuals and compelling CTAs. In fact, the tactics in this post will transform your product videos into conversion magnets.
Remember that product video marketing is not a one-off event. Continuously optimize through obsessive testing and iteration to improve your success rate.
Do you know other ways to edit videos that convert shoppers into buyers?
Let me know in the comments.
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