How to Use Video to Get More Conversions for Your SaaS?

Use demo videos, customer testimonials, onboarding walkthroughs, and explainer videos to engage users and drive decisions. Add videos on landing pages, email campaigns, and feature pages to boost trust and clarify benefits. Videos increase engagement, reduce bounce rates, and can lift conversions by over 80%.

Excerpt of How to Use Video to Get More Conversions for Your SaaS

Video marketing has become a game-changer for SaaS companies aiming to increase conversions. Unlike static images or long text, videos capture attention quickly, convey complex messages easily, and humanize your brand. From onboarding new users to showcasing case studies, well-placed videos in the customer journey can shorten the sales cycle and build stronger trust. The key is knowing what kind of video to create for each stage of the funnel—and where to place it.

Video Strategies to Skyrocket SaaS Conversions

• Homepage Explainer Video – Instantly show what your product does in 60–90 seconds
• Customer Testimonial Videos – Build trust and social proof for hesitant leads
• Feature/Use-Case Demos – Help prospects visualize real-world use of your product
• Video Email Marketing – Boost click-through and response rates by embedding videos
• Onboarding & Training Videos – Improve activation and reduce churn with guided walkthroughs

Most software products address a variety of needs that are sometimes difficult to understand from static text and images alone. Video simplifies this complexity by showing instead of telling.

Visual storytelling transforms abstract features into concrete benefits that engage viewers emotionally.

However, it’s not just any videos; it’s strategic, conversion-focused videos placed at significant points of the customer journey.

Strategic Video Placement

The most successful SaaS companies do not stop at making great videos; they strategically place them along the customer journey. Here is what we have learned to work best:

Homepage Hero Videos

This premium real estate on your site should feature the most impactful video available. What we have found works best are very short (30-60 second) problem-solution videos. Within that time frame, the video should be able to outline the pain point being tried to be solved by the software and provide some visuals of the relief that solution would provide. 

We recently worked with a cybersecurity SaaS company that replaced its static hero image with a 45-second video contrasting potential security breaches’ anxiety with the confidence offered by their dashboard. Conversion from visitor to demo request increased almost immediately by 24%.

Landing Page Explainer Videos

On longer (90-120 seconds) explainer videos for landing pages, better performance is likely through a more in-depth treatment of special use cases relevant to the traffic source. We have seen an increase in play rates (by 60%) if such video content is placed above the fold and accompanied by a catchy thumbnail. 

Another fun fact: visitors remain 2.6x longer on a page if a video is present, thus giving the message that much more time to sink in. One workflow automation SaaS we worked with created targeted landing page videos for different industries they served. Rather than one generic video, they created variations highlighting industry-specific use cases. 

The result? A 34% improvement in qualified lead generation.

Product Demonstration Videos

The most effective product demos we’ve analyzed have a similar flow. They start with the promise of the end result (what the software does) and then backtrack into how this is accomplished. This framework sustains interest by giving the viewer an immediate payoff, and then feeding their curiosity about how.

A three-minute product demonstration highlighting their three most distinctive features was created by the data visualization company we partnered with. The firm placed the demo prominently on their pricing page, resulting in a 28% rise in inquiries for the enterprise plan.

A key learning is that the real interface takes precedence over conceptual animations. Today’s buyers are quite savvy; they want to see the real product, not an idealized one. The winning demos display actual screens, real data, and genuine user interaction.

SaaS explainer video production services simplify the value proposition of tech products by demonstrating how they solve problems, which makes it easier for users to understand and adopt the software.

Optimizing Video for Conversion

Excellent videos form just half of the battle. The way you incorporate them into your marketing funnel will actually affect a conversion. Here are the tactics that we have seen lead to the best conversion:

Strategic Calls-to-Action

Most successful SaaS videos have clear and contextual CTA videos that tie into the likely next step for viewers. This might sound pretty obvious, but in watching the thousand of SaaS videos, we see one situation where there is no CTA or there is just a generic “Learn More”.

Late and good timely CTAs in a way back show a great working pattern. Such CTAs appear at certain points in a video, mainly where critical features in the demo are being discussed. A CRM platform we cooperated with had product demo videos where a feature-centered CTA would link to dedicated landing pages. This generated 3.2 times more qualified leads than the videos with end screen CTAs only.

Personalization Elements

If a video speaks to the very situation of the audience, then conversion rates go skyrocketing. A marketing automation platform would create different versions of their demo video with industry-specific intros: the first 15 seconds would be intro based on the visitor’s own industry detected through UTM parameters or form fills, while the rest of the video remained the same. 

That minor personalization tactic produced a 41% bump in conversion-using over the generic version. The reasoning here is simple: viewers who find some content addressed just to themselves tend to engage and convert.

Microvideo Sequences

Instead of a single long video, most successful SaaS companies now have microvideo sequences — short, focused videos that walk prospects through consideration steps, as a smart series. 

A B2B analytical company we worked with converted its eight-minute exhaustive demo into six-brief 60 to 90 seconds videos highlighting a specific use case or feature set. Entering the views in their distinct personal interests, the approach resulted in 218% increased viewership and demo request rates that jumped by 46%.

Video Email Campaigns

Integrating video into email nurture sequences beats any text-only formats. An enterprise SaaS client, for example, recorded a 62% rise in its engagement for emails when including personalized video thumbnails in the nurture campaigns. 

This is the better way that we’ve seen: high production value isn’t actually necessary. It’s just a couple of simple, authentic videos from sales team that run into a screen recording of the relevant feature. You could have an introduction of the sales rep for personal touch, and then you go on to the product functionality demonstrations.

In Conclusion

Starting small, measuring results rigorously, and then scaling what works seems to be the most successful approach we have seen to date. Even a reasonably well-produced video for the homepage can greatly improve a site’s conversion rates while work is done to build the capacity for a more comprehensive strategy. 

Keep in mind that video content should not be static; it must change with the product, market, and customer needs. The SaaS companies obtaining the best conversion results from video treat it as a process ongoing in nature, not a discrete project.

1. What is the best video type to increase SaaS conversions?
Explainer videos work best to increase SaaS conversions. They clearly explain what your product does in a short and engaging format, reducing bounce rates and boosting trust.

2. How do onboarding videos help in SaaS conversions?
Onboarding videos simplify the product experience for new users. They reduce friction during signup and help users reach the “aha” moment faster, leading to higher conversion and retention.

3. Can customer testimonial videos improve SaaS signups?
Yes, customer testimonial videos add credibility. Prospects are more likely to trust real user feedback, making these videos key for increasing SaaS signups and sales.

4. Where should I add videos to boost conversions on my SaaS website?
Add videos on your homepage, pricing page, email campaigns, and feature pages. Strategic placement helps increase engagement and improves your SaaS conversion funnel.