Lights, Video, Action!
Consider these two situations
Situation 1: I saw a product video of not a known SaaS company randomly. It explained about the launch of their new product in that 30 second video. It was good to know about that product.
Situation 2: I saw a product video of not a known SaaS company randomly. It explained about the launch of their new product in that 30 second video. Also, it urged the viewers to visit their website to know more about this product and other software products of their company.
Can you spot the difference between two situations? The answer is a CTA
In the second scenario, the presence of a CTA urged the person to visit the website and not only know more about the mentioned product but also about their company and other products.
This is the power of a strong CTA – call to action.
It was just a trailer to explain you about how a CTA can create a positive impact on the potential customer.
Join us to learn why CTAs are essential in SaaS product videos, their benefits, strategies, implementation, and inspiring examples.
Don't wait and start reading!
Why is a Strong CTA Crucial for SaaS Product Videos?
CTA is a clear and compelling statement that prompts viewers to take a specific action after watching a SaaS product, SaaS promo video, or any other SaaS marketing video.
It serves as a direct invitation to engage, interact, or convert, guiding viewers toward the next step in their customer journey.
A strong CTA is crucial for product videos because it provides a clear direction to the viewers. It also helps them understand what action they should take next in an engaging manner.
Without a strong CTA, viewers may be unsure about how to proceed or may not be motivated to take any action at all.
Thus, you can influence viewer behavior and drive desired outcomes by including a powerful CTA. Also, SaaS video marketing is incomplete without a compelling CTA.
Key Benefits of an Effective CTA
1. Encourages Viewer Engagement and Interaction
A well-crafted CTA encourages viewers to engage with your SaaS product video actively.
It goes beyond just watching the video in a passive mode.
A strong CTA also creates a positive impact and motivates them to take specific actions like clicking a button, signing up for a trial, subscribing to a newsletter, downloading a resource, or exploring more about your product or services.
By encouraging viewers to interact with your CTA, you create opportunities to build stronger relationships with them. It allows you to gather valuable data, such as contact information or preferences. This data can be further used for personalized marketing efforts.
2. Drives Conversions and User Actions
The primary goal of a SaaS product video is to drive conversions and prompt viewers to take a desired action.
This action can vary depending on the specific goals of the video, such as signing up for a free trial, buying, or requesting a demo. A strong CTA plays a crucial role in motivating viewers to take that desired action.
A persuasive CTA acts as a call to action that captures the attention and interest of viewers. It provides them with a clear and compelling reason to convert or engage further with your product or service.
By incorporating persuasive language and highlighting the value or benefits they will gain, the CTA creates a sense of urgency and convinces viewers to take the next step.
3. Guides Viewers through the Customer Journey
Additionally, by guiding viewers through the customer journey with targeted CTAs included in your video production, you can nurture them from awareness to consideration and conversion.
A well-designed call-to-action (CTA) serves as a roadmap for viewers. It guides them through the various stages of their customer journey. It plays a crucial role in directing their actions and encouraging them to take the next step that aligns with their current stage in the buying process.
As viewers progress through their customer journey, the CTA can adapt accordingly. For instance, if a viewer is considering a purchase, the CTA may encourage them to “Contact Support” or “Request a Demo,” offering them the opportunity to address any concerns or seek more information.
You can strategically place CTAs at key moments to guide viewers along their customer journey. It leads to reduce friction and increases the chances of conversion.
It's time for a Kit-Kat break!
I mean break for some practical lessons.
You all must be thinking, “If we are talking about video CTA, then why are we reading about it?” So here is an example of a Crazy Egg Explainer Video with an impactful CTA that will help you understand the benefits mentioned above in a clear manner.
Talking about it a bit, it is among the best-animated SaaS video and employs a engaging and friendly approach, enticing viewers with the line, “Start the 30-day free trial. Hey, it's all on us.”
Okay, so which animated explainer video example does this with so much ease? Not everyone.
Well, we have had enough talk, it's time for you to watch the video and experience the essence of the entire concept, including the 2D animation style, the engaging storyline, the friendly voiceover, and, of course, the star of the show—the compelling CTA.
Strategies for creating and using a Strong CTA in SaaS Product Videos
1. Understand your Target Audience
You can gain valuable insights into their needs, pain points, and desires by conducting thorough market research. Understanding your target audience allows you to craft a CTA that speaks directly to their interests and encourages them to take action.
For example, if your research reveals that your audience values time-saving solutions, you can create a CTA that emphasizes the efficiency and convenience of your product.
Understanding your audience helps you address their pain points and position your CTA to solve their issues.
By identifying the challenges they face and aligning your CTA with the benefits your product offers, you can create a sense of urgency and drive them to take the desired action.
Moreover, market research helps you identify the language and messaging that resonates with your audience. Using their preferred terminology and speaking their language can establish a connection and build trust. Thus, making your CTA more compelling and persuasive.
2. Crafting a Compelling CTA message
Clear and concise language
When creating your call-to-action (CTA) in your best SaaS product videos, it's important to use clear and concise language to ensure that viewers easily understand your message.
By avoiding complex terms or technical jargon, you can eliminate any confusion and make it effortless for your audience to comprehend the desired action.
Keep your wording straightforward and to the point, as it simplifies the understanding for your viewer and communicates what you want your viewers to do.
Persuasive and action-oriented wording
Your CTA message should be persuasive and action-oriented. Use powerful verbs that evoke a sense of urgency and motivation to compel viewers to take the desired action.
For example, instead of simply saying, “Learn more,” you could use a more persuasive and action-oriented wording like “Discover the secrets to success” or “Unlock your full potential.”
By focusing on the benefits and outcomes that viewers will gain from following the CTA, such as time savings, increased productivity, or problem-solving, you can create a stronger appeal and encourage them to take action.
If you're here with us then you will feel lucky to get a chance to explore what we talked about the strategy of using simple and persuasive words in a CTA through a video example.
This “Xendle: Explainer Video – Motion Graphic Animation” is just the right example to be included here. Being an animated explainer video it will urge you as a viewer to get started by “Get your free personalized demo now” – the simple tone with powerful word personalized.
3. Create a Sense of Urgency
Limited-time offers or discounts
When including limited-time offers or discounts in your call-to-action (CTA) for SaaS product videos, you create a sense of urgency that motivates viewers to take immediate action.
Incorporate language in your CTA that highlights the limited nature of the offer, such as “Limited-time promotion” or “Exclusive discount for a limited period.”
This communicates to viewers that they have a limited window of opportunity to take advantage of the offer, which can increase their motivation to act promptly.
Creating a fear of missing out (FOMO) effect
To enhance the FOMO effect, emphasize the potential benefits or opportunities viewers may miss out on if they don't act on the CTA.
Use phrases like “Don't miss your chance to…” or “Limited spots available” to create a sense of urgency and encourage immediate action.
Highlighting what viewers stand to gain by responding to the CTA promptly increases their motivation to take action
4. Make it Visible
When incorporating eye-catching colors and fonts into your call-to-action (CTA) for SaaS product videos, you aim to make the CTA visually distinct and attention-grabbing.
By selecting contrasting colors, you create a visual contrast between the CTA and the rest of the video, making it stand out to viewers.
Choose colors that align with your brand's visual identity and evoke the desired emotions or associations. Bold and vibrant colors attract attention, while complementary or contrasting color combinations can create visual interest.
The goal is to make the CTA visually appealing and easily noticeable amidst the other elements in the video.
Similarly, when selecting fonts for your CTA, opt for fonts that are easy to read and align with your brand's typography guidelines. Consider legibility and clarity, as viewers should be able to comprehend the message conveyed by the CTA quickly.
It's important to strike a balance between making the text visually appealing and ensuring it remains easily readable.
Types of CTAs that you should be Aware of
1. Click-Through CTAs
These CTAs are often used to guide viewers to a specific landing page where they can take further action.
For example, a SaaS product video may include a CTA button saying “Get Started” or “Try It Now” that leads to a sign-up page or a product demo.
This marketing video “Need a Freelancer? Obviously, Fiverr” employs a compelling storyline that is completely relatable. It effectively connects businesses with skilled freelancers to fulfill their diverse needs.
The call to action is exactly we were talking about. It guides customers to start immediately by visiting Fiverr's website and making use of its services.
Type of videos
Explainers or product demos to guide viewers to a specific landing page where they can take further action.
Stage of marketing funnel
Middle or Bottom of the funnel
2. Sign-up CTAs
These CTAs are commonly used to capture leads and build a subscriber base.
For instance, a SaaS product video targeting awareness-stage viewers might have a CTA saying “Subscribe for Exclusive Updates” or “Join Our Community, “ leading to a newsletter sign-up form.
This best SaaS explainer video “Mailchimp Explainer: Commerce” is an example for inspiration, showcasing the effective use of a simple animation style combined with live action to create a unique brand value.
Notably, the CTA “Join the Mailchimp family” adds an emotional touch, fostering a sense of community.
The video explains how the platform can enhance brand visibility online, grabbing the attention of the viewers with its array of benefits and culminating in a compelling CTA that urges them to join the platform and embark on their journey right away.
Type of videos
such as introductory videos, webinar recordings, or industry-related content, where viewers may want to stay updated or gain access to exclusive resources by subscribing or joining a community.
Stage of marketing funnel
3. Purchase CTAs
These CTAs are typically employed to drive direct conversions. An example could be a SaaS product video showcasing the benefits of a specific plan or package, with a CTA saying “Upgrade to Pro” or “Buy Now” that leads to the pricing or checkout page.
This short video ad “Level Up Your Videos with Powtoon Premium – Get it Now!” has everything to please your eyes and mind. With its colorful backgrounds and motion graphics it leads to watch it till the end.
While talking about its CTA, it played well by adding it in the beginning and end as well. By starting with “Upgrade to Powtoon” generates a curiosity in the mind of viewer that why they are being asked to do so. On the side, by adding “Upgrade now” button in the end it reminds the viewer that before ot gets too late try premium version to avail more features.
Type of videos
Video ads, product demos or case studies, to drive direct conversions by prompting viewers to upgrade or make a purchase.
Stage of marketing funnel
Bottom of the funnel
4. Learn More CTAs
These CTAs can be used throughout the funnel, depending on the level of viewer engagement. For example, a SaaS product video targeting consideration-stage viewers might include a CTA saying “Learn More” or “Discover Our Features” that leads to a product features page or a case study.
This video “How to Create a New Team in Microsoft Teams | Internal Training AI Video” is a great example of Microsoft's SaaS platform. This single video shows how to use Microsoft Teams effectively, and when you pay attention to its CTA, it invites you to explore more through tutorial videos.
The video includes a call to action, encouraging viewers to revisit the channel for additional videos and make the most of the platform's features, simplifying their experience.
Type of videos
These CTAs can appear in different types of videos and at different stages of the funnel, allowing viewers to explore more information about the product or its features.
Stage of marketing funnel
Across any stage of the funnel
5. Contact CTAs
These CTAs are commonly used to encourage direct communication between the viewer and the company. The communication can include either questions of viewers or their idea of reaching out directly to the company.
For example, a SaaS product video targeting consideration or decision-stage viewers might include a CTA saying “Schedule a Demo” or “Talk to Our Experts” that leads to a contact form or a booking calendar.
The video “A 2D animation explainer video for Xcell host Azure stack” has a smooth and logical flow, guiding the viewer through the information step-by-step. Thus, making it easy to follow along and comprehend.
Its CTA clearly tells a viewer to contact them now to protect data in an easy and cost-effective way. By providing the benefits along with the details of contact directs the viewer to get the best.
Type of videos
Product demos, customer testimonial videos, or SaaS explainer videos that could be either animated videos or live-action video.
Stage of marketing funnel
Middle or Bottom of the funnel
6. Trial or Demo CTAs
These CTAs are effective when viewers consider trying out the product. An example could be a SaaS product video with a CTA saying “Start Your Free Trial” or “Request a Demo” that leads to a trial sign-up form or a demo booking page.
This entertaining yet educational video “Monday.com Commercial” utilizes miniature set design and construction to mention the unique and memorable qualities of the software.
It clearly urges the viewer through the voiceover as well as in the written form to take the next step by starting the free trial of the software and avail the benefits without any hassle.
Type of videos
Videos that highlight the key features and benefits of the product, providing viewers with a compelling reason to try it out. This can include product demo videos, tutorial videos, comparison videos, explainer videos.
Stage of marketing funnel
Middle or Bottom of the funnel
Note: Remember, the choice of CTA depends on your specific marketing goals, the funnel stage you're targeting, and the desired action you want viewers to take. By aligning your CTAs with the appropriate funnel stage, you can effectively guide viewers through their customer journey and drive conversions.
Ways to Implement and Test your CTA
1. Positioning of CTA
2. Split Testing and Analyzing CTA Performance
Once you've incorporated your CTA into your SaaS product videos, testing and analyzing its performance is crucial to optimize its effectiveness. Here are some practices to follow:
Ready to include a Compelling Call-to-Action that Motivates Viewers to take action?
It's crystal clear that using a strong call-to-action (CTA) in your product videos for SaaS company is an absolute game-changer in 2024 and beyond.
By understanding the power of a well-crafted CTA, you can take the video marketing efforts of your SaaS business or startup to new heights.
A strong CTA encourages viewer engagement and interaction and serves as a guiding force throughout the customer journey. Being an important part of your video strategy, it drives conversions and prompts users to take action, ultimately boosting your sales and business growth.
Don't miss out on this golden opportunity to drive growth, boost conversions, and achieve your business objectives.
But if you are still confused about creating captivating videos and include powerful CTAs in them to let you viewers take action, contact webdew. Being a professional video production and marketing company we would love to provide you with the best video production.
