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Why videos are essential for ecommerce product pages

Video on Product Pages

If you run an ecommerce store, you are always thinking about conversion rates. You don’t want users to enter your online store and leave because they couldn’t find what they wanted. People should be able to find your products and buy them; this is how conversions take place. The best thing you can do to retain your visitors and turn them into leads is to work on the interface of your site.

Product descriptions

Although there are more than 800 best practices for ecommerce usability, a sure way to retain people on an interactive site is for the site to be visually appealing and easy to navigate. First page impressions are lasting impressions on any user’s mind.

However, if the user clicks through the homepage display and lands on a product page that doesn’t offer many details, it can be an immediate deal breaker. Product pages have to be the one area where you spend time, creativity and money to bring out the best of your business.

Using videos in product descriptions

Product pages with zero content and media are unappealing and boring. The user will likely not understand the usage and benefits of the product. Rich media is the tool to get your message across. High definition photos are a great way to describe a product, but videos seem to be the new and popular way to attract leads. Creating short and interesting videos about a product is the best way to gain and keep the attention of the viewer. Matt Lawson, head of conversion at ao.com, uses videos for product pages. He says:

“Video gives us the opportunity to wow our customers and this in turn delivers results. We have tested and proven that when someone watches our video reviews they’re 120.5% more likely to buy, spend 157.2% longer on the site and spend 9.1% more per order. So my focus this quarter is increase customers watching video. Simple.”

Videos provide a fully transparent experience

In online stores, people always doubt the quality of items. Customers have multiple options, and one click can drive them away from your site and to a competitor. When you have strong video content to support your case, customers will not have second thoughts about your product.

Video gives an experience of transparency to buyers; they feel like they are not being cheated, and that the item they are watching on the video is exactly what they will get. For fashion and luxury brands, videos are a good bet.

Watching the product live and in a relevant setting gives an impression that the purchase will be genuine. The people at Winterson say that since they started using videos for their pearl-made products, the exit rate has decreased and people have had more trust in the store.

“Since we introduced video to Winterson in 2012, we have seen significant improvements in average page time and conversion rate, with corresponding decreases in other metrics such as page exit rate.”

Videos stand out

The power of quality and attractive content cannot be underestimated. Videos are a fairly new addition to product pages, but their potential is immense at this stage. Many retailers are still thinking about using videos, but they brush them off as unnecessary. Thus, this is the optimal time for you to experiment with videos on your product pages.

The New Year is approaching. This is the best time to make the most of your ecommerce business. If you decide to incorporate videos in your descriptions, people will flock to your website.

Video is soon going to become a point of differentiation. Businesses that are not using videos might not be taken seriously, unless they have something more powerful in mind. Videos are already the easiest medium to use to explain the benefits of a product. Stand out from the crowd and make good quality videos so that your sales skyrocket this holiday season.

Videos increase engagement

Product videos not only define a product, but they also answer questions in a potential customer’s mind. Consumers love watching videos, especially those with humor in them. Internet users have increased the daily video consumption by 19.8 percent in 2016.

Consumers are flocking to YouTube, the popular video website, so much that YouTube is reporting a 60 percent increase every year in video audience. Videos with products are instructive, informative and a good way to teach a person about product basics.

Videos engage users and grab their attention. The autoplay video feature nails it by grabbing the glances of a person scrolling through the site. Once the attention is there, the message is portrayed. Shoppers who land on a video description page are 88 percent more likely to remain on the page and click links. The sessions are elongated and purchases are made. The on-site experience is improved by videos, and shoppers don’t feel like closing the tab and moving on. In the end, consumers are 85 percent more likely to shop from your site.

Videos are good for stats

Ecommerce sellers live by stats. The stats that point high are a sense of relief and good for business, and videos will boost them even higher. Consumer goods categories have an average conversion rate of 5 to 10 percent. In order to motivate shoppers to do business with you, add product description videos. The conversion rate is reported to earn 73 percent better results just with the addition of good quality videos.

Add-to-cart links were boosted 37 percent on pages with videos compared to pages without videos, according to Goodvidio. Content effectiveness will automatically go up once you introduce videos. This will lower exit stats and bounce rates while increasing session rates. If you still feel unsure about videos, you can start out by A/B testing on some shop pages to see the difference. A fitness site A/B tested videos and increased their conversion rate by 46 percent.

Google loves videos

Google displays a mixture of items in search results, such as videos, images, news, maps and sites. In this case, if you have incorporated product videos, you automatically have an edge, especially if the competition is not yet doing it.

A favorable amount of research also shows that Google prioritizes websites with video content due to higher credibility. You can embed videos from YouTube (Google’s own brand) to rank higher and gain Google’s nod of approval.

These video mediums are clicked and shared a lot on multiple platforms, increasing the value of your brand and making your products visible to a wide audience. People are more inclined than not to click on a video thumbnail.

Videos boost a buyer’s confidence

With the help of videos, buyers can see a product in action and gain tips on how to and how not to use it. They also get ideas on how to get the most out of their purchase. Fifty-seven percent of consumers say that product videos made them more confident about the product they were going to buy and less likely to return it.

Sixty-eight percent of consumers like choosing products from the “people also viewed” section, while 45 percent prefer product videos that were launched by experts. It is human nature to choose and view products that other people have endorsed and written positive reviews about. Mobile shopping has brought mobile interface to the business, and buyers expressed more confidence in the sites which are optimized for a mobile purchase experience.

 

How to create product videos?

Creating product videos is easy if you have a few things in order. Follow these simple steps to generate appealing video content:

  • Understand your audience: Before investing in expensive video tools, brainstorm ideas about the exact thing your buyer has in mind. If you make some effort to understand what your buyer might want, you can make good decisions about what type of video you should create to have maximum impact.
  • Identify brand goals: Once you have identified an idea about product videos, align it with your brand goals. What is your brand objective? Will your audience be interested in the video? It can be a major struggle to align brand goals with this type of content, but when you do, you can focus better on the most valuable video strategies for your brand.
  • Make the content resonate: Once you know what the audience wants and how it will cover brand goals, the next step is to create that kind of content. You want videos to inspire and inform viewers so much that they end up buying.

Channel these thoughts into the video to make something that has a strong impact on a viewer’s mind. Christina Desmarais at Inc defined a few goals at Unruly – a marketing company that makes viral videos. These goals can be a checklist for creating effective videos:

  1. Happiness
  2. Exhilaration
  3. Amazement
  4. Inspiration
  5. Hilarity
  6. Contempt
  7. Disgust
  8. Sadness
  9. Warmth
  10. Pride
  11. Nostalgia
  12. Surprise
  13. Knowledge
  14. Shock
  15. Confusion
  16. Arousal
  17. Fear
  18. Anger

Today’s audience loves hilarious videos that have a positive vibe. These are the kinds of videos people like to share a lot on social media as well. The first few elements usually receive higher shares if incorporated in videos. Christina also explains 10 reasons why people share videos. With this knowledge, your product videos can be more meaningful.

  • Keep sharing

Once you have made an amazing and interesting video, start sharing it. Be prepared to check the views. Don’t end the process there. Significant amounts of time and energy were spent making each video, so keep sharing those over and over and record the views.

  • Measure and analyze

Measuring and recording stats from video content can be a difficult task. How do you know that your video worked? Carla Marshall has some tips on how to measure analytics for your video content in simple steps:

  1. Audience
  2. Expression
  3. Participation

Audience: Look at the # of views from your target demographic or a video’s % of views from that demographic.

Expression: Look at how much watch time the video has accumulated, both the total amount and the average time each viewer is watching. Look at the # of subscribers your videos are earning, or the % of new subscribers you’re picking up compared to the number of views your videos are getting. You can also measure how many clicks you’re getting through to your website.

Participation: # of shares or the % of shares to views

ecommerce product description

Learn from the masters:

Anyone can create a great video, but some people have set the bar too high. The following are some videos that were watched and shared millions of times on the internet:

Dollar Shave Club: This post can’t be completed without this example. The Dollar Shave Club knew its audience way too well and launched with a great video that cost $4,500, but was viewed more than 11 million times. Watch it here.

Purple Feather: You may have budget restrictions when thinking of making videos. Purple Feather tries to tell you with a powerful video that budget doesn’t matter once you understand the power of words.

Google Chrome: Google has blended so well into our lives that surviving without it seems impossible. How the Google experience helps and changes our lives is shown beautifully in this video. It is a great product video that pays attention to the brand goals and audience interest.

 

Conclusion

The video examples stated above are only a few of the hundreds of amazing product videos out there. Once you develop a strategy to rule this section of content, there will be no stopping you. Visual content is here and it is going to stay.

All this toil is not going to go in vain. Fifty-eight percent of shoppers are going to trust your brand more and come back to you. Your rankings will jump higher and purchases will be increased.

Google and other search engines put a lot of emphasis on user experience. If you succeed in perfecting that, your brand value will increase. If you have some questions or tips on video ecommerce, leave them in the comments below.

Moosa Hemani

Moosa is a seasoned online marketing professional with a strong interest in SEO, E-Commerce and what makes users flow from visitor to customer. Moosa is responsible for all content on the Awesome Commerce website.

This entry has 2 replies

  1. Video is important yes for sure!
    Thank you for sharing this informative content.

  2. Methew Bond says:

    For Every e-commerce pages, videos are a most important part, because it represents your product visually. Now most of people avoid seeing the description, and see only graphically or visually appearance for a product, that video or logo represent the product and its benefits. So it is just a simple way and effective way to connect with your users

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