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How On-Demand Video Content Brings Us More Customers in Less Time

For years, Unbounce has relied on webinars to bring in new customers.

But times have changed and attention spans are dwindling. In a frenzied digital world of streams and notifications and news feeds, people are changing the way they consume content. And we see that clearly in our webinar attendance rates:

Of every 100 people that register for our webinars, 31 attend on average.

People are busy, and not everyone has the luxury of dropping their work to attend a mid-day webinar. What if your audience wants to absorb content in the same way they choose to consume it in their leisure time — on demand?

Everyone loves binging a series on Netflix or spending hours spiralling down a black hole of YouTube videos, so why not make consuming marketing content just as easy and gluttonous?


At Unbounce, we’ve been experimenting with edu-taining, pre-recorded video content. (Yeesh, what a mouthful.)

So far, the experiment has paid off: one on-demand series with 12 episodes has become an ongoing source of leads and has brought in 87% more product signups than webinars over the course of four months.

Is it time to kill the webinar and replace it with the on-demand style of video consumption? Read all about the campaign we ran and you be the judge.

The big idea

If you’ve ever run a webinar, you know that they’re a ton of work. We wanted to see if there was a way to decrease effort while increasing leads and product signups. And to be completely transparent, we were also looking for opportunities to talk about our product in a meaningful, genuinely helpful way — in a way that would have our audience picturing themselves using it.

We bounced around the idea of producing pre-recorded videos for our audience, which we saw as having a few benefits over webinars:

  • They give you more time to focus on high-production value and fancy video editing
  • They allow the presenter to talk on screen directly to the audience, as opposed to (less human) full-screen webinar slides
  • They relieve much of the stress caused by technical glitches associated with live webinars
  • They’re a great way to focus on showcasing your product with explainer videos and demos — showing spectators why they should buy your product
  • They have the potential to bring in leads and product signups for months without much active effort after the initial launch. No more breaking your back only to rely on the ROI of a very specific time slot

With all of those sexy advantages in mind, The Landing Page Sessions was born: an on-demand series hosted by our co-founder, Oli Gardner.

A screenshot from an episode of the Landing Page Sessions: an on-demand series hosted by our co-founder, Oli Gardner.

The series ran for 12 glorious, 20 minute-ish episodes where Oli not only deconstructs a fan-submitted landing page, but their entire campaign.

Iterating off of past multimedia content projects, we knew that our audience wanted to learn more about what happens before and after a visitor arrives on a landing page. So we looked at traffic sources such as PPC ads and email copy, and dissected whether they matched the design and tone of the landing page they led to.

We also offered hands-on landing page optimization advice by showing spectators suggested changes right in the Unbounce landing page builder:

The Landing Page Sessions shows viewers how to optimize their landing pages right in the Unbounce app

To get the show in front of a larger audience, we paired up with some of our favorite companies: partners sponsored an episode (or the entire show) in exchange for email blasts to their audience. (Shout out to Wordstream, Wistia, KISSmetrics, Usability Hub, Inbound.org, Optimal Workshop, and Sprout Social!)

Conversion opportunities galore

We knew that showcasing the builder probably wasn’t enough to get people to make the leap and become a customer. If watching Oli use the builder gave people an itch they wanted to scratch, we wanted to make signing up quick and easy:

  • We prompted people to sign up for a demo of Unbounce by placing this CTA right under each video:
  • When Oli mentioned the Unbounce builder or was using it to solve a problem, we used Wistia annotations (which pop up directly over the video) to prompt people to sign up:
  • We also put a call to action at the end of every episode to encourage new sign ups from high-interest watchers who made it all the way to the end of the episode:

We also wanted opportunities to capture leads who didn’t convert right away:

  • We continuously drove traffic to the show through partnership co-promotion and paid advertising:
  • Finally, we implemented an exit overlay on the series’ microsite that was very specific to the content of the page:
If users have not already signed up for updates, an exit overlay is triggered inviting them to be added to the list.

Results of the campaign

Our goal was to collect 1000 new email leads and 25 new product signups from the first season approximately 3 months from launch.

How’d we do?

We crushed the goal with 2,300 leads and 88 new product signups.

Compared to our webinars, that’s 87% more product signups on average.


This isn’t to say Unbounce is going to pull the plug on webinars, which still work well for us in terms of providing tutorials to customers and collecting leads.

But when it comes to showcasing our product contextually and nudging people toward a trial of our product, it seems that our audience enjoys consuming content at their own pace.

This was one of the highest performing campaigns Unbounce has ever run within its time frame and for the amount of effort it took. We’ve set the bar high for our second season and can’t wait to do it all again.

Is product marketing the new content marketing?

This campaign was successful for a number of reasons. It allowed us to share content in a more humanized, personal way. It enabled us to create delightful, high-production videos that showcased our product in a way that enabled viewers to picture themselves using it.

But it also allowed us to empower our audience by giving them the freedom to choose when they wanted to consume our content. And our viewers thanked us with their business.

A pretty win-win situation if you ask me.

About Chelsea Scholz
Chelsea Scholz is a Campaign Strategist at Unbounce. When she's not strategizing, project managing and check-listing her way through the day, you can find her cooking up a storm in her kitchen or on stage in local theatre/glee productions. Find her on Twitter @chelseascholz.
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  1. Georgiana Laudi

    YAS! Love this post Chelsea (love the results even more!)

    • Chelsea Scholz

      Thanks, Gia! :D So pumped about how well this performed. #bingewatching

  2. Margaret Aranda

    HAT’S OFF to you for two reasons:
    (1) Discoveriing a way to help people get what they need in a ‘self-controlled’ delivery system; and
    (2) Sharing.

    If used in the most honorable and humanitarian ways, this has the capability to realize goals that were previously constrained. In the healthcare field, I can tell you that if properly utilized, this could save masses of lives, improve quality of lives, and help our Veterans of which 22 commit suicide each day. I’m telling you that you can really make a huge impact and change the sentiment of health care delivery for Americans. Congratulations! You don’t even know how much help this can be!

    Margaret Aranda, MD, PhD
    Go Ahead and Google me: Dr Margaret Aranda or Aranda-Ferrante

    Author, Patient Advocate, Expert: Immunonutrition
    “Keeping you in the Community”

    • Chelsea Scholz

      Hi Margaret!

      Thanks so much for your comment. :) Looking forward to seeing your on-demand content help save lives.


  3. software development company

    Hey, Chelsea Scholz.
    I think it will be helpful and it’s also a very nice article. I know attracting costumers is not a very easy job. But you said video marketing can increase Customers within a short time. I agree with your thought. We can try to make it successful. Thanks for sharing this information with us.

  4. Freddy Junior

    Hi Chelsea!

    What a great insight on video marketing!

    I agree with your intro here – attention spans are definitely changing as technology evolves.

    People are getting used to the “on-demand” habit of getting content.

    I know for myself – that I love the on-demand content idea.

    Not saying that Live Webinars can’t do a lot anymore – because they can – but this new approach can do a lot better I believe.

    Those are great statistics here and definitely something to really look into when using video for a way of marketing online

    Thank you very much for sharing this! :)

    Have an awesome weekend!

    • Chelsea Scholz

      Hi Freddy!

      Absolutely. Let me emphasize that webinars are definitely still valuable, just for a different reason/part of the funnel for us now. :)

      Wistia has a lot of great insights regarding on demand content and timing, etc. Check those out if you’re interested in more stats!


  5. Corey Zeimen

    I long already thought that live webinars were a waste as compared to offering proven content that can be unlocked as it doesn’t ask the user to be available at any one time.

    I have had success in the past offering one piece of content, and ask the user to opt in for further content in a similar sequence which does work well. One piece of content can build on the next literally forever using follow up prompts and remarking ads / emails to always promote the next piece of content.

    As opposed to just sending followup content like a traditional email autoresponder would, you ask the user if they actually want more and if they either say no or do not reply in a designated time period, the whole follow-up sequence is terminated.

  6. Patrickhball

    This is a very nice article. It is well written and very informative. People now, including myself, are more into on demand contents . Thank you for the article.
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    Very nice article..attracting costumers is not all easy.. hope i will try this one and expect something better
    Thank you very much for sharing this article

    • Chelsea Scholz

      Thanks, Meghana! Good luck with your new experiment. :)

  8. Rob Woods

    What would it look like to incorporate a live Q&A at the end (or at least look live)? Our Q&A is valuable for our leads and also gives insight into sales. How would you approach this?

    • Chelsea Scholz

      Hi Rob!

      Great question. That’s something we thought would be valuable too, as people always have questions about our product if they’re interested.

      What we did (and I mentioned this in the post) is offer the ability to sign up for a live demo of Unbounce. There is a call-to-action underneath every single episode and we saw a pretty decent sign-up rate too! This way the highest-qualified folks chose to engage in a secondary live segment without bombarding our on-demand peeps with content they might not have wanted. :)

      There is a little more friction here, I realize, but it worked for us!

  9. www.nairobicentralsda.or.ke

    Cheers! That salvaged my night sleep.

  10. flavius alexandru


    Nice post!

    It helps me alot because I also want to do a video series about CRO in Romania!


    • Chelsea Scholz

      Hi Flavius!

      Glad you liked the article. Let me know when your video series is up – I’d love to see it. :)

      Have a good Monday,

  11. Tony Rush

    Chelsea, great article. It’s well-written and it’s about an intriguing and creative method that I haven’t seen anyone do before.

    The pragmatist in me is a little weirded out, though. A web series like this takes an enormous amount of time and effort from a team of people…

    …but the payoff was only a 3.8% conversion rate? And this was a vast improvement over the normal conversion rate?

    Those numbers may make a LOT of sense when you guys look at the lifetime value of a customer. But, what do you think could have been done differently to get a higher sales conversion?

    Thank you again for the article! I’m intrigued. Would just like to know how it fits into the overall picture.


    • Chelsea Scholz

      Hey Tony!

      Thanks for commenting – love to hear that you liked the post. :)

      You’re definitely right, the work up front is quite the undertaking but it was something we wanted to experiment with so badly (product marketing and a pre-recorded series). We always know there’s room for optimization and that’s the real fun part.

      If we consider a second season, we would definitely want to increase conversion rates. This could be something like releasing all the episodes at once (true-to-Netflix-style) so that there’s no friction in having to wait for episodes and requiring people have to come back week after week. Or, creating a more in-depth email nurture campaign of subscribers we captured post-season (for the first round we only did one or two follow-up emails). There’s lots of work to be done, but we’re really excited to tackle all the optimization. :)

      Let me know if you have any other questions! Love that you’re asking challenging questions.

      Have a great day!

  12. Corinna

    Hi Chelsea,
    we plan to do the same thing: do webinar recording instead of live webinars. But there is a major “fear”: perfectionism / endless attempts to make the recording “perfect”.
    So, my question is: how do you assure not to spend too much time on the recording and ensure a good quality nevertheless?

    • Chelsea Scholz

      Hi Corinna!

      I totally relate to what you’re going through. Our producer and videographers made an explicit point of setting a production schedule and trying to stick with it as much as possible so that we didn’t fall into the trap of endless perfectionism edits. I’d recommend focusing on quality but setting yourself deadlines, because (as long as those deadlines are realistic) the quality of the content you produce will be great. Anything after that is likely just nit-picky. :)

      Everything has room for improvement, right? But afford your audience the opportunity to enjoy your awesome content and provide some user feedback for your next show!

      I hope that helps. Let me know if you have any follow up questions. :)