The power of product videos for eCommerce

Why you should jump on the video bandwagon

1 Nov 2020

If a picture is worth a thousand words, then how many pictures are equivalent to a 60-second video? According to Forrester Research, it’s approximately 1.8 million. If you’re not using video on your eCommerce site, then you’re probably missing out on a big opportunity.

Most top online retailers are using videos to boost their revenue, with research showing that it can improve conversions by up to 85%. The benefits of video are endless. It can help with SEO, increase email click-through rates, and reduce product returns. Mobile users find video more accessible, something which is reflected in ever-growing statistics around video content consumption.

Creating a memorable on-site user experience will help you stand out in the crowded world of eCommerce – and product videos have become essential elements of that experience. In a space where competition is high and building trust is even tougher, video can be a powerful tool for bringing your brand to life.

Here’s why you should be using the power of video.

A better experience for the customer

Video makes learning about products fun

People are often hesitant to purchase a product online because it’s hard to know exactly what it looks and feels like when browsing the pages of an e-Commerce site. Video can help alleviate that problem by offering customers a more engaging view of a product.

It can speed up purchasing decisions

While product descriptions and images still have a role to play, 33% of people prefer to learn about products by watching a video.

These days, customers are busier than ever and video can be one of the best ways to catch – and keep – their attention. For people with limited time who want to get in and out as quickly as possible, video will help them make a quicker decision.

It can be used as a post-sale support tool

Video isn’t just for selling a product, it can also reduce support queries and product returns. Throw away those fiddly instruction sheets – using video to demonstrate how to fit, install or assemble products will not only help reassure customers pre-purchase, it’s also a great resource to have once they’ve received their order.

There are lots of benefits for business too

Video will increase time on page

On average, people will spend 2.6x more time on pages that have video. The more time customers spend on your pages, the more they’re engaging with your brand, and therefore your products.

It can drive wider exposure

With video content taking over social media sites like Instagram and Pinterest, creating videos that people want to share and pin will help you broaden your reach and exposure.

It can improve your SEO

Video has been shown to increase the number of clicks in PPC ads and the opening rate of email campaigns. Then, when it comes to SEO, you only have to look to YouTube – one the world’s most used search engines – to see the volume of traffic that video can drive. This report found that a page is 53 times more likely to be at the top of search engine result pages (SERPs) if it contains at least one video. 

It helps build trust

Possibly the greatest limitation of eCommerce is that people can’t touch, smell, or taste online products. It’s not surprising that customers are often a little nervous their purchase won’t meet expectations. Almost 6 out of 10 people say that the presence of videos positively influences their purchasing decisions because it helps them to see and feel what they’re buying.

Overall, video leads to increased conversion

Video can dramatically increase rates of conversion – up to 85%. The power of visual storytelling and more engaging product information is an effective recipe that is increasing eCommerce conversion rates all over the world.

Use video to your business advantage

If you’ve been sitting on the fence trying to decide whether video is something you should integrate into your eCommerce website – the answer is you should. Video is well proven to have a tangible effect on driving brand awareness and product sales, and perhaps more importantly, improving online shopping experiences for customers.

Get in touch with the Solutionists team today to find out more about video and eCommerce.  

author:

Solutionists

date published:

1 Nov 2020