The arrival of video in online stores has brought a more complete and realistic view of every product an eCommerce site can offer. Helping users by showing them as much information as possible through product videos automatically increases the chances of conversion.
Adding a Video eCommerce strategy brings many benefits, both for users and for the online store itself. Building trust and offering a much more personal experience through video will be rewarded with higher sales. As the saying goes: a picture is worth a thousand words… (or, according to a Forrester Research study: one minute of video is worth 1.8 million words)
What kind of videos should we produce for an online store?
If you’re seriously considering adding this strategy to your online store’s product pages, you need to be clear about which types of videos you’ll make and what you want to achieve. It can be a good strategy to refresh or relaunch your eCommerce site in 2016.
Here are the different types of video:
- Explainer videos: detailed information on products with more advanced features.
- Tutorials or demos: showing a detailed explanation of how the product works.
- Corporate videos: a great way to humanize the brand and convey the company’s values.
- Product showcase videos: the most widely used format, replacing the static product image with a short video that shows it in more detail.
- Testimonials: satisfied customers or industry experts sharing their opinion can be very effective in closing a sale with an undecided customer.
Whether you use these types of videos depends on your eCommerce sector: product showcase videos are more common in online fashion stores, while tutorials suit online electronics or tech stores.
In any case, there are a few guidelines for producing these videos properly:
- Short videos: no longer than 30 seconds and fully capturing the user’s attention. The key is to get to the point and surprise the user.
- Easy to share on social media: original, creative videos that can go viral on social networks.
- Videos optimized for mobile and tablets: more and more users visit websites and online stores from their smartphone, so content must be optimized for all kinds of devices.
- Keep product videos simple: without losing creativity, the idea is to show the product as we would see it in a physical store. Good production and editing will help create videos that capture the user’s attention.
What are the benefits for my online store?
It’s an understandable question, since an investment like this involves costs and risks for any eCommerce business. But the fact that users are 60% more likely to buy if you have videos instead of static images on product pages is the best answer.
It’s also one of the best examples of how this marketing strategy benefits any online store.
More benefits of Video eCommerce for your online store:
- Greater trust in the online store: humanize the brand with corporate videos that explain the company’s philosophy and values.
- You’ll sell much more: users who watch product videos show much higher purchase intent than others. Another advantage, besides higher sales, is a significant drop in returns.
- Search engine optimization: a good video with an optimized title, relevant keywords and YouTube as the viewing platform becomes a major SEO factor. It can improve your eCommerce site’s organic ranking, as Google places video content above other results.
- Longer visit time: users will stay longer in the online store, drawn by video content, which lowers the bounce rate.
- Greater social reach for visual content and messaging: this content is more viral and easier to share on social media. It increases social interactions and drives more engagement from followers.
Sita-Murt has become an example of using Video eCommerce correctly on product pages. They alternate static images with a short video showing the model wearing the garment. A feature developed for this online store by Trilogi that adds value and an innovative touch that surprises users.
Video eCommerce is a safe bet to stand out from the competition, a very powerful visual tool for giving users all the information they need before completing a purchase.
Ready to take the leap into Video eCommerce?
