If you’re looking for an easy way to convert viewers into customers, screen recording is the perfect solution.

With this powerful marketing tool, you can show off new products or features, demo how a product works, and create personal connections. 

In this blog post, we’ll explain the best use cases for screen recordings and why they help boost conversions. 

Let’s dive in. 

The power of personalized video

Video is the way of the future. 

If TikTok’s rise in popularity and exponential growth over the past three years isn’t enough validation, let’s review some statistics. 

• As of 2022, an average person is predicted to spend 100 minutes per day watching online videos.
• Cisco estimates that 82% of all consumer internet traffic will stem from online videos by 2022. 

Now, add personalization on top of the video format, and voila. A recipe for success. 

• Personalized videos get click-to-open rates 16 times higher and 4.5 times more unique clicks compared to standard videos. 
•  93% of companies experience increased conversions when they create and distribute personalized videos for their customers.

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A screen recording is the perfect blend of personal touch in a video format. 

For example, if you sell a product for young adults, like a debit card for teens, a screen recording of how your online banking is quick, easy, and well designed is more likely to interest Gen Z than a one-dimensional ad that doesn’t cater to their preferences. 

Incorporating video and personalization is an unstoppable force that drives engagement, improves customer experience, and lands sales. 

Choosing the right screen recording software 

When choosing the best screen recording software for your video marketing efforts, you should spend less time figuring out which software to use and more time on the content behind the screen. 

So, to help save you time, we have researched the three best screen recording software for your next marketing campaign.

1. Wave.video 

The Wave.video platform gives you the power to engage and convert customers with video marketing. 

Wave.video is a game-changing digital marketing solution for businesses and agencies, from creating beautiful videos to automating your marketing campaigns.

Key Wave.video Features

• Easy-to-use video editor for creating and repurposing pro-looking videos in any format 
• Customize layouts, plan and manage scenes, and share tabs or videos from your laptop 
• Cloud environment for hassle-free publishing and embedding
• Customize video landing pages with an automated generator to engage and convert potential customers

2. Sendspark

Sendspark is a video platform for creating in-house sales and customer communication videos. 

This cloud-based technology lets users send personalized interactive videos to customers, prospects, and other stakeholders with their name, company logo, and other branding elements.

Key Sendspark Features

• Record a video right from the webcam on your computer
• Send personalized video emails
• Library of customizable templates 
• Access to analytics about who is watching your videos

3. Loom 

Loom is a tool that allows you to record quick videos of your screen so you can create high-impact videos that capture every step of your customer’s journey.

Key Loom Features

• Add clickable CTAs to your videos
• Use your mouse to click and draw on your screen as you record
• See who’s watched your video, how long they watched, and track conversions

5 ways to increase customer conversion with screen recordings

The secret of screen recording lies in two aspects of the customer experience: education and personality. 

Screen recordings are an effective way to educate your customers, but they can also help them get to know you better and feel more comfortable doing business with you. 

Let’s explore how screen recordings can help your business. 

1. Product demos

Reading a step-by-step guide on installing or using software is a nightmare. 

These guides can be hundreds of pages long, are difficult to follow, and if you lose your place in the documentation, good luck finding where you left off. Then once you do find it, you have to reread it. And again. And again. What a pain. 

Screen recording videos are beneficial for demonstrating how-to tutorials for using a product or service.

For example, if you’re on the market for a VPN for Windows, watching a screen recording of how to set up the VPN and how it interacts with the programs on your computer will provide a clear idea of whether it’s a good fit for your specific needs.

Product demonstrations are essential for viewers in the consideration stage. They are a great way to share the inside scoop about how your products work and explain how your products can be a great solution to a problem. 

The fewer questions prospective buyers have about your products, the better.

2. Showcase new products or features

Showcase new features and products to make your e-commerce site more interesting, get people talking, and help you compete. By showcasing a new product or feature, you can create a sense of excitement and eagerness in potential customers.

Showcase new products by recording yourself: opening the packaging, taking out the product, and demonstrating how easy it is to use or how it’s an improvement. This will show customers that this product is worth their time and money.

You don’t have to limit your videos to just new products. If you just released a new feature for your SaaS tool, create a screen recording to showcase how it works to promote the latest release. 

For instance, Wave.video releases a feature Friday video each week where they share a high-quality video about new features available in the video editing software. One of the latest releases includes new streaming layouts and video editing tools. 

Current customers can watch and learn new tips and tricks to fully enjoy the software’s features and stick around as customers for the long haul. 

3. Demonstrate your expertise

You can also use screen recording to demonstrate your knowledge in a particular field, product or topic. 

Demonstrating your expertise will build trust with your viewers and turn them into loyal customers. 

Here are a few ways to share your expertise to build trust with viewers:  

• Give advice or provide insider tips and tricks
• Solve problems by answering questions
• Share industry metrics
• Create a case study
• Leverage testimonials as a form of social proof 

Use screen recordings to show what your company does and how it solves specific pain points. It also helps your audience to better understand what you offer and how to apply it in the real world. 

This is especially true for complex products or services from more technical niches. 

For example, in this screen recording of a synthetic data meetup hosted by Dr. Paul Tiwald at MOSTLY AI, he shares his expertise on how synthetic data solutions provide a better understanding of residential energy demands. 

The video does an excellent job driving home that MOSTLY AI is the leader in synthetic data, and there are many needs to use this type of data to mimic real-world observations.

4. Break down complex topics 

Sometimes, it’s impossible to fully explain complex topics in written form. 

But with screen recording, you can show viewers exactly how to do something or how your product works. 

For example: 

• How to customize a satellite tv package for access to the Latino channels
• How to use a virtual medical assistant to save time on office tasks
• How to embed video in an email to boost open rates and CTRs 

Tutorials like this one from Tailor Brands are a great example of using screen recording to convert viewers to customers by turning a complex task into an easy-to-follow video guide:

Not only does this serve as a guide to already warm leads, but because it is searchable on YouTube, it also acts as a lead magnet to get new potential customers aware of their service. 

5. Create a personal connection

You can connect with your viewers on a personal level by showing the people behind the scenes.

Cut through the noise and create genuine relationships online with the following tactics: 

• Send video emails to introduce new leads to account managers and boost the number of meetings booked
• Stay top-of-mind with video touches that feature customer stories, product features, and industry best practices
• Introduce your customers to the people behind the business with video updates and announcements

Screen recordings are a quick and easy way to add a human touch to your brand, build trust, and convert leads into loyal customers.

Screen recording best practices

Here are some screen recording best practices to make your videos more valuable and engaging.

1. Make it convenient and easy to watch

You want your viewers to act. 

While allowing them to see the inside scoop, you also want to keep the process as easy and convenient as possible. 

Here are some things you can do:

• Create a clear call-to-action: If you want them to sign up for an email list or click on a link, make it obvious where and how that action is. 
• Keep the video short and sweet: No one wants to sit through an hour-long lecture about video editing software when all they needed was a quick tutorial on how to use the basics.
• Use keywords in the video title: Use keywords in the video title itself so that viewers searching for those keywords can find your videos on YouTube.

2. Focus on quality

Video quality is essential for a few reasons.

It’s the first thing your audience sees. You need good video quality if you want to give them a good impression of your company and products.

High-quality videos also help with branding, recognition, and building trust with the consumer. 

Be mindful of your target audience when creating videos. And remember that quality can refer to the quality of the video production or the quality of the content within the video.

When deciding what to watch, people are almost two times more likely to choose content that relates to their passions than select content with high production quality.

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So, if your business offers products specific to a demographic, such as a bank for college students, you need to appeal to their passions. Instead of going into detail about opening a bank account, focus on how it can help them save money to buy things they want, like a car or video game console.

You need to create visually and intellectually stimulating content to entertain and enlighten viewers.

3. Repurpose your content for additional reach

Now that you have invested the time to create quality videos with screen recording, don’t let them pile up in the cloud. Put them to good use. 

You can incorporate videos into your monthly newsletter. Or even better, add them to your company blog. 

By embedding videos into your blog posts using a few simple steps, you can create a blog post that’s more visually appealing compared to text-heavy evergreen content. 

But don’t forget to learn how to write a headline before pushing the post live. Not only will this increase engagement on your site, but it’ll also help improve SEO.

Wrapping up

To get more customers and build long-lasting relationships with them, start recording and sharing personal video messages to increase engagement and add a human touch.

Screen recording is a great way to show off what your business offers or simply explain complex topics. 

You can also use videos to share reviews from real customers who love what your business does. 

There are countless benefits to using screen recordings in your next video marketing campaign. So, don’t wait for the next marketing trend to emerge before getting started.

And best of all, there are excellent free video software tools available at your fingertips to get the job done. 

About the author: Andy’s the co-founder of Orbit Media, an award-winning 40-person digital agency in Chicago.  Over the past 20 years, Andy has provided digital marketing advice to 1000+ businesses and written 500+ articles on content strategy, SEO, visitor psychology and Analytics. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.