Enhancing Conversion Through Product Tutorials

18 October 2023
Reading: 5 min

In the contemporary landscape of digital shopping, many customers often feel a sense of apprehension due to the lack of hands-on experience with a product. This leads them to prefer physical stores, seek alternatives, or abandon their shopping quest altogether. 

To overcome this challenge, numerous sellers are now adopting the use of product tutorials. These how-to guides not only foster confidence among potential buyers, but also play a crucial role in engaging and instructing them about the product’s functionality. 

This article aims to provide you with some ideas on how to present your product tutorials across various platforms.

Enhancing Conversion Through Product Tutorials

How to create product tutorials

Here are some steps to consider when creating product tutorials:

  1. Identify your target audience. The first step in creating a product tutorial is to identify your target audience. Knowing who your users are will help you to tailor your content to their needs, abilities, and experiences. 
  2. Outline the important steps. Break down the process of using your product into manageable steps. Aim for simplicity and clarity in your instructions. Each step should be simple and concise, leading the user through the process naturally. However, avoid going to extremes with simplifications and abbreviations. Consider the number of cabinets improperly assembled due to unclear instructions and the resulting frustration this has sparked!
  3. Choose the right format. Depending on your product and audience, different formats might be more effective (e.g., written guides, videos, GIFs, infographics, or even interactive tutorials). 
  4. Create the content. Build out your tutorial based on the steps you’ve outlined. Be clear, straightforward, and thorough. Visual aids can be particularly helpful in product tutorials, especially for more complex processes.
  5. Test and get feedback. Before releasing your tutorial, test it in use cases. If possible, gather feedback from your target audience and make necessary modifications to improve it.
  6. Update Regularly. If your product evolves, so should your tutorials. Regular updates are necessary to ensure the tutorial content stays relevant and useful to the users.

Remember, the goal of product tutorials is to make using your product or service as easy, enjoyable, and beneficial as possible for your users. The more effectively you can accomplish this, the better your relationship with your user base will be.

Platforms for your tutorials

The selection of a platform should be contingent on your specific needs and preferences. Factors like functionality, scalability, ease of use, and the platform’s integration capabilities with your existing marketing and sales channels ought to be weighed in. It’s imperative to delve into the features and potentials of each platform prior to making a definitive choice.

YouTube: step-by-step guidance 

A brand’s YouTube page is often the first port of call for customers seeking further understanding of a product. YouTube is an exceptional platform for detailed step-by-step guides that elucidate product usage. 

For instance, a tech company could provide tutorials on setting up and using their latest software efficiently, thereby reducing user anxiety and increasing product adoption rates.

Enhancing Conversion Through Product Tutorials

Figma YouTube channel 

Pinterest: visualize and instruct

Pinterest provides a unique blend of visual and text-based information, making it an ideal platform to display your merchandise and instructions for its use. 

For example, if you’re selling a complex piece of DIY furniture, pin high-quality images of each step, coupled with concise instructions. This instructive method aids in the elimination of any apprehension about item assembly and boosts potential purchase decisions. 

Enhancing Conversion Through Product Tutorials

IKEA Pinterest board

Email newsletters: captivating information delivery

You can utilize email newsletters in innovative ways by incorporating product tutorials, thereby providing value and fostering a relationship with subscribers. They can strategically embed YouTube thumbnail images that link to tutorial videos, or provide highly detailed, step-by-step illustrated instructions. 

Remember that people receive hundreds of emails each day, and if you don’t want yours to get lost in this flood of correspondence, carefully consider the design of your newsletter. You can rely on our article about newsletter design for guidance.

For instance, a cosmetic company might send out monthly newsletters containing “get the look” tutorials, or a cooking utensil company could provide recipes along with guides on how to use their latest kitchen gadget.

Enhancing Conversion Through Product Tutorials

Tovala newsletter

You can optimize your outcomes by leveraging an assortment of platforms and channels to showcase your product guides. This approach would enable you to engage a broader audience and offer a variety of tutorial formats. However, keep in mind that some platforms are more conducive to publishing tutorials than others.

User-generated content (UGC)

One potent method of promoting product usage is through UGC, where customers share their own images and videos of the product. This not only provides real-life demonstrations to potential buyers, but it also allows existing users to share personal tricks, tips, and modifications with the community at large. 

For example, a fitness equipment brand could encourage clients to post videos of their workouts using their products, subtly showcasing product effectiveness while promoting a community feeling.

Enhancing Conversion Through Product Tutorials


Through the clever use of these platforms for product tutorials, brands can guide their customers on optimal usage of their products, irrespective of their type or size. By investing a bit of time and effort, they can heighten conversion rates and facilitate prolonged engagement, charting a path towards enhanced brand loyalty and overall customer satisfaction.

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